Brand

TAG Heuer

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About TAG Heuer

TAG Heuer has been synonymous with motorsport timing since 1860. The Carrera, Monaco, and Aquaracer are icons of sporty Swiss watchmaking. TAG Heuer also leads the luxury smartwatch category with the Connected series, blending Swiss heritage with modern technology.

TAG Heuer history in brief

Founded: 1860
Headquarters: La Chaux-de-Fonds, Switzerland

Edouard Heuer founded the company in 1860 and patented the oscillating pinion for chronographs in 1887 — still used today. Heuer timed Olympic Games and motor racing, and in 1969 co-developed the Calibre 11, one of the first automatic chronographs, featured in the Monaco worn by Steve McQueen. TAG bought Heuer in 1985, and LVMH acquired the brand in 1999. TAG Heuer also makes the Connected smartwatch line.

Signature TAG Heuer models

Carrera — A clean racing chronograph introduced by Jack Heuer in 1963.
Monaco — The square chronograph made famous in the film 'Le Mans'.
Aquaracer — TAG Heuer's everyday diver.

Tips for buying a TAG Heuer

▸In-house Heuer 02 chronographs offer 80 hours of power reserve — prefer them to older outsourced calibres.
▸TAG Heuer is widely discounted on the grey and pre-owned market.
▸Connected smartwatches depreciate like electronics; buy them for features, not value.

Best for: Motorsport fans and buyers looking for a recognisable Swiss chronograph.