Tag Heuer’s History

By Danny 10/16/2017 Luxury watches


Tag Heuer Started It’s History in 1860, and has become one of the Leading watch manufacturers in the World. Founded by Edouard Heuer in St-Imier Switzerland under the name “Uhrenmanufaktur Heuer AG” With the motto “Swiss Avant-Garde.

“Avant-Garde” are people or works that are experimental, radical, or unorthodox with respect to art, culture, or society. It may be characterized by someone who Continually pushes the boundaries of what is accepted as the norm or the status quo. A phrase Tag Heuer is and forever will be known to Live and operate by.

The avant-garde is considered by some to be a hallmark of modernism, as distinct from postmodernism. Many artists have aligned themselves with the avant-garde movement and still continue to do so. Edouard Heuer’s Earliest innovations started in 1882 When he patented his first chronograph, and in 1887 when Heuer patented an “oscillating pinion.” still used by major watchmakers of mechanical chronographs today.

“Uhrenmanufaktur Heuer’s name changed in 1985 when TAG Group purchased a major stake in the company, forming the name “TAG Heuer.” The name TAG Heuer combines the initials of “Techniques d’Avant Garde” and the founder’s surname.

In 1916 Heuer patented “Micrograph,” the world’s first wristwatch with chronometer function, capable of measuring 1/100th of a second. With this technology and innovation. TAG Heuer has been the official timekeeper of the three Summer Olympic Games of the 1920s.

From the 1930’s to 1970’s Tag Heuer Continued to Pioneer innovation for the Watch industry. Constantly pushing the envelope for the accuracy and precision of their watches.

In 1933 Tag Heuer introduced the “Autavia” a dashboard timer designed for automobiles and airplanes. Shortly after this time the “Monte Carlo” and the “Master-Time.”

The Master Time has the longest history of any of the dash-mounted Heuers, tracing its history back to the Hervues of the 1930s, bearing the name “Master Time” from the late 1950’s and continuing in production through 1985. While the dials changed considerably over the years the mechanical Master Times were powered by three basic movements over the years.

Once 1962 came Tag Heuer Remade the Autavia Chronograph Two years after Juan Manuel Fangio’s Triumphant win during the “Carrera Panamericana Mexico races.”With the success that watch brought Jack Heuer got the idea and launched the Carrera chronograph watch paying tribute to this excellent race car driver from Argentina. The Carrera chronograph’s exceptional success drove it to become the Company’s new icon. Always adhering to the “Swiss Avant Garde” motto.

The Heuer company confirmed its status of Authority in the watch making industry. leading the world in accuracy and precision by manufacturing the world’s first chronograph, capable to measure the 1/1000th of a second.

In 1992, TAG Heuer turned into the official timekeeper of Formula 1 races, that rose its status even more. The Formula One World Championships and has developed a watch for the McLaren F1 team. TAG Heuer has always been associated with sports, time keeping and especially with automobile racing.
It was a time-keeper of a variety of major sports events, just to name a few: The Indianapolis 500-Mile Race, Indy Racing League competitions from 2004, Formula 1 World Championship, the
Alpine Skiing World Cup competitions, and sailing and golf sports events.
The time-keeping experiences helped TAG Heuer to develop extremely reliable and precise watches and chronographs, satisfying the needs of the most demanding conditions in terms of precision and reliability.


In 2004 TAG Heuer introduced its revolutionary Monaco V4 with a belt-driven movement, and a newly patented world’s first chronometer, capable of measuring the 1/10,000th of a second. The Monaco V4 took five years of research before it hit the market and is constantly being retested and updated. Even as it gets better with age, the Monaco V4 remains a homage to its original 1969 model and a wearable manifestation of TAG Heuer’s passion for motor racing and avant-garde spirit.

At the same time, TAG Heuer introduced to the world to its completely new haute couture collection, including the fine Diamond Fiction wristwatch, which has approximately 900 diamonds. It shows time by lighting an LED from behind of thousands of tiny diamonds. With that superb collection TAG Heuer attested to its ability of the luxury-oriented first class company.

To promote its watches TAG Heuer employed several brand ambassadors, among them: Tiger Woods, Brad Pitt, Maria Sharapova, Lewis Hamilton and others.

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