About TAG Heuer Watches

In 1860 Edouard Heuer opened a workshop dedicated to the dream of building innovative watches with a luxury appearance. Due to their emphasis on precision, few other watches have grown to be so strongly associated with the world of sports and the ability to measure speed.

Various technical innovations in the late1800s and early 1900s made TAG Heuer the reliable timekeeper that it is today. In 1887, Edouard invented the oscillating pinion, a development that improved the athletic world’s vision for accuracy and impeccable attention to timing. In 1916, Charles-Auguste Heuer created the original Micrograph, which was the first mechanical stopwatch with the capacity to measure time down to the 1/100th of a second. Due to the watch’s ability to accurately measure and record speed, it was the official stopwatch at the 1920 Olympic games.

TAG Heuer’s accomplishments extend beyond the realm of sports and games. The watch made history as it accompanied John Glenn into orbit. In May 1961, the Heuer 2915A stopwatch orbited the earth three times, worn around the wrist of John Glenn’s spacesuit and held firmly in place with a custom-made strap designed to withstand the unknown world of outer space.

Because of the brand’s impeccable attention to time-based detail and speed, TAG Heuer is still associated with the fast-paced world of automobile racing. One of TAG Heuer’s most well-known models is called the Carrera, which is named for an open-road racing event in Mexico. Due to the race’s love for risk and the drivers’ propensity for unbelievable speed and stamina, no other name besides Carrera could be considered suitable for a watch designed to withstand the intensity of race-car driving.

In 1969, Heuer made history yet again by developing the first-ever automatic winding chronograph caliber. A few years later, understanding the brand’s cultural relevancy, Steve McQueen chose to wear the Heuer Monaco watch in the 1971 film Le Mans. The film utilized actual footage from the world-famous 24-hour car race of the same name, allowing the watch to grow even more closely associated with speed and sophistication.

Between 1971 and 1979, the company was the official timer of Formula 1 racing. During this time, Jack Heuer took control of the brand and maintained its emphasis on precision and luxury. After a brief hiatus, Jack returned to the company in 2001 and again led the company on its journey through watchmaking greatness.

In 2004, the watch that would break from tradition was the Monaca V4. Again taking its influence from the auto-industry, the watch was modeled after the belt-driven engine of a car. While much of the watchmaking world doubted Heuer’s ability to make this design work, a pilot/physicist/engineer named Guy Sémon saw to its success.

Sémon’s next accomplishment was to develop ultrafast technology, designing what he called “dual architecture” movements. While a 36,000vph movement used to be considered the pinnacle of speed, TAG Heuer has since made possible the ability to measure 1/2,000th of a second with the Mikrogirder 7,200,000 vph movement. It is no wonder that TAG Heuer has come to be closely associated with innovation and speed.