Tag Heuer

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Brand Story

History & Infomation On The Brand

TAG Heuer, originally founded in 1860 as Heuer by Edouard Heuer in Saint-Imier, Switzerland, has long been a pioneer in precision timekeeping. The brand quickly gained attention for its high-quality chronographs and technical innovations, including the patented oscillating pinion in 1887, which is still widely used in mechanical chronographs today. Heuerโ€™s early focus on sports and racing timepieces laid the foundation for its association with motorsport timing, establishing it as a go-to brand for athletes and automobile enthusiasts alike.

In the 1960s, Heuer solidified its place in motorsport with the introduction of the Carrera, a chronograph inspired by the Carrera Panamericana race. Designed with a clean, legible dial and a robust build, the Carrera became a favorite among professional drivers. Another milestone came with the introduction of the Monaco in 1969, one of the first automatic chronographs and the first square-cased chronograph to be water-resistant. The Monaco gained instant fame when Steve McQueen wore it in the 1971 film *Le Mans*, making it an icon of both style and performance.

In 1985, the brand became TAG Heuer after its acquisition by Techniques d’Avant Garde (TAG), bringing a new level of innovation and design. Today, TAG Heuer is known for collections like the Carrera, Aquaracer, and Formula 1, maintaining its focus on precision and sport-driven aesthetics. With its continued involvement in motorsport and partnerships with global racing events, TAG Heuer remains synonymous with speed, endurance, and avant-garde design, appealing to those who value both performance and style in a timepiece.

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