TAG Heuer

TAG Heuer, a name synonymous with precision and innovation in the world of horology, traces its origins back to 1860 when Edouard Heuer founded his watchmaking workshop in St-Imier, Switzerland. Heuer's pioneering spirit was evident early on; in 1887, he patented the oscillating pinion, a breakthrough that significantly improved the efficiency and reliability of chronographs. This invention remains a key component in the construction of modern mechanical chronographs.

The brand's dedication to precision was further exemplified in 1911 with the introduction of the "Time of Trip," the first dashboard chronograph designed specifically for cars and aircraft. This innovation foreshadowed TAG Heuer's enduring relationship with the world of motorsports. By 1916, Heuer had unveiled the Mikrograph, the first stopwatch accurate to 1/100th of a second, demonstrating an unparalleled commitment to accuracy.

In the mid-20th century, Heuer solidified its association with automobile racing by creating dashboard timers for racing cars. This relationship blossomed further in 1963 with the introduction of the Carrera collection, named after the grueling Carrera Panamericana auto race. Designed by Jack Heuer, Edouard's great-grandson, the Carrera combined functional aesthetics with impeccable engineering, quickly becoming a favorite among professional drivers and enthusiasts alike.

The year 1969 marked another milestone with the launch of the Calibre 11, the world's first automatic chronograph movement. This was the result of a collaboration with Breitling, Büren, and Dubois-Dépraz. The same year saw the release of the Monaco, a revolutionary square-cased chronograph that gained iconic status after being worn by Steve McQueen in the film "Le Mans."

A significant transformation occurred in 1985 when the TAG Group acquired Heuer, rebranding it to TAG Heuer. The acquisition injected new vigor into the company, leading to the development of high-tech watches like the Kirium, Link, and the avant-garde Monaco V4. In 1999, the brand was acquired by LVMH, solidifying its position in the luxury market.

TAG Heuer continues to blend heritage with innovation, producing watches that are both technologically advanced and deeply rooted in its storied past.