News - April 27, 2020

Story of Tag Heuer Since 1860

TAG Heuer is based in La Chaux-de-Fonds, Switzerland and is led by President and CEO Jean-Claude Biver. Jack Heuer, the great grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland and a watchmaking factory in La Chaux-de-Fonds, Switzerland. The TAG Heuer slogan is “Swiss Avant-Garde Since 1860”.

Edouard Heuer opens his watchmaking business in Saint Imier.

Heuer’s first key contribution to the world of luxury watchmaking is the invention of the rotating pinion. This device will become an important element of the modern chronograph.

Edouard Heuer’s sons, Jules Edouard and Charles Auguste, are now involved in the Heuer business. They patent a 12 hour chronograph designed to be incorporated into the dash instrumentation of cars and planes. They call it the ‘Time of Trip’.

Heuer begins to establish its reputation for accuracy. Charles Auguste Heuer creates the ‘Mikrograph’, a stopwatch able to display time down to 1/100th of a second. This is 20 times more accurate than other stopwatches of its time.

The first North Atlantic flight is completed by the R34 Zeppelin. A Heuer Time of Trip is on board.

Heuer is made the official timekeeper of the Paris and Amsterdam Olympics.

Heuer begins to produce chronographs for pilots, with both one and two button variations.

Heuer creates the Autavia, a modernized chronograph for dashboards in cars and planes. Later in the same year, the Hervue has released: a dash instrument with a massive eight-day power reserve.

Heuer attends the Basel fair for the first time.

The Auto-Graph is released – a Heuer with chronograph and tachometer functions.

The world’s first tide watch is unveiled by Heuer – the Solunar.

Heuer continues the ocean theme with the Mareograph (also known as the Seafarer), a chronograph with tide and regatta functions.

Heuer unveils the Ring Master stopwatch. The Ringmaster is the first in the world to be given a set of interchangeable bezel rings, each one designed for measuring different sporting events.

Charles-Edouard’s son Jack takes a role in the company.

Heuer’s involvement with high-performance, endurance motor racing is memorialised in the launch of the Sebring, a split-second dash stopwatch.

Heuer becomes the first Swiss luxury watch manufacturer in orbit. John Glenn’s manned orbit of the Earth is accomplished with a Heuer on his wrist.

Heuer unveils the Film Master, which is designed to time movie takes. The stopwatch will be used in Hollywood for nearly 20 years.

In the same year, the Carrera racing chronograph is launched, and a Heuer legend is born.

The Carrera is updated with a 12 o’clock date window.

Heuer releases the Camaro chronograph.

Heuer releases it’s Autavia and Carrera automatic chronographs. In the same year, the soon-to-be-legendary Monaco watch is unveiled. All three luxury watches are fitted with Heuer’s new Chronomatic movement, which is the first in the world with a micro-rotor.

Heuer’s association with motor racing grows, as does a newfound association with film stars. Steve McQueen wears a Heuer Monaco in the movie Le Mans. F1 driver Clay Regazzoni wears a Heuer Silverstone.

Ferrari awards Heuer a sponsorship deal. The association will last until 1979. During this time, Niki Lauda will win drivers’ titles wearing Heuer watches, in 1975 and 1979.

Heuer is selected as the official timekeeper of the Olympic Games.

Techniques d’Avant Garde (TAG) buys Heuer and creates the new brand name TAG Heuer.

TAG Heuer’s Formula 1 Series is launched.

Ayrton Senna appears in TAG Heuer’s ‘six features’ advertising campaign. The campaign uses a picture of the legendary driver spraying champagne on the winner’s podium, with the slogan ‘champagne-resistant to 200 meters.

In the same year, TAG Heuer releases the S/el range, which will become a favorite of Senna’s. The S/el is designed to introduce a new sports watch concept, combining elegance and functionality. The unique bracelet links will come to define the brand.

Ayrton Senna becomes a TAG Heuer brand ambassador.

TAG Heuer becomes the official timekeeper for F1.

TAG Heuer’s booth at Baselworld is the first building in the world to have a structure made from carbon fiber.

TAG Heuer enters a crew in the Americas Cup.

The TAG Heuer Alter Ego is launched – the first TAG luxury watch designed specifically for women.

The Kirium Ti5 is released, a model featuring titanium supplied by McLaren’s F1 team.

TAG Heuer releases the Kirium F1, a luxury Swiss watch with a digital chronograph. In the same year, TAG Heuer premieres its Calibre 36, in the Monza Calibre 36 model. This movement can measure time to 1/10th of a second.

The TAG Heuer F1 Mikrograph is awarded the Grand Prix d’Horlogerie for Watch Design.

TAG Heuer releases the world’s first ever belt-driven watch. The skeletonised Monaco V4 is widely regarded as a pivotal moment in horological history.

More accolades are in store for TAG Heuer, as it releases the extraordinarily precise Mikrogirder. The Mikrogirder precision is staggering: 5/10,000 of a second. It wins the Golden Hand at 2012’s Grand Prix d’Horlogerie de Genève.

TAG Heuer unveils the Connected, the world’s first luxury smartwatch.