day, this year

It's almost a novelistic development. Often, it's a knack for backing the right horse at the right time that catapults a company into the world class. And it's almost always charismatic individuals who follow an inner drive, functioning perfectly like a Swiss watch. One can assume that the young Edouard Heuer had his goal precisely in mind when he founded the company in 1860. With a sure-fire instinct, he occupied an untapped market niche and, in 1882, established his success with the patent for the stopwatch mechanism. In 1887, the oscillating pinion, which still powers many watches today, followed, followed by the first onboard chronograph for vehicles. The company's absolute breakthrough came with the Mikrograph, the invention of a stopwatch that, with its ability to measure to 1/100 of a second, opened the door to a completely new era in sports. TAG Heuer (then still Heuer) had found its passion. From then on, success was inevitable. In the second half of the 20th century and the first decade after the turn of the millennium, Tag Heuer continued to astonish the market with spectacular developments. From then on, things followed one after the other: the first chronograph with a world tide display, the Heuer Mareograph-Seafarer, the first waterproof wrist chronograph, the third chronograph movement in 1969, the first quartz chronograph with an analog display, and the first mechanical movement with a belt drive, linear rotor, and ceramic bearings. Finally, the first wrist chronograph with hundredth-of-a-second accuracy became a milestone in sports history in 2005. With the success of digital watch technology, mechanical stopwatches fell behind. Today, however, well-preserved historical timekeeping instruments in vintage cars are in great demand.

The list of "TAG Heuer ambassadors" is top-class: Leonardo di Caprio, Brad Pitt, and Uma Thurman include Fernando Alonso, Shahrukh Khan, Cristiano Ronaldo, Yao Ming, and Clay Regazzoni. Since his appearance in the film "Le Mans," the most important document of motorsport of its time, film star Steve McQueen has been posthumously identified with the TAG Heuer aura. The collaboration with golf champion Tiger Woods resulted in the Professional Golf Watch, featuring a titanium case and highly elastic silicone strap. Even the most vigorous movements won't throw it off track. Throughout its history, TAG Heuer has graced glittering podiums, each developing its own watch model: its chronographs were a hit with the public at the 1889 Paris Exposition, and the Olympic Games in Antwerp, Paris, Amsterdam, Moscow, and Lake Placid rely on Tag Heuer for official timekeeping. The brand became the official timekeeper of the world's fastest automobile racing series, the Indy Racing League. Ferrari and McLaren-Mercedes relied on Tag Heuer. For the legendary Carrera Panamericana Mexico, the company developed the first chronograph specifically designed for car racing, and TAG Heuer made its mark at all the Ski World Championships in St. Moritz. A setback in the brand's success came in the 1980s, when quartz technology began to displace mechanical timepieces. After the takeover by the Techniques d'Avant Garde group, the new, old company TAG Heuer was born, which today belongs to the LVMH group.

The traditional company remembers its glory days and is increasingly bringing replica series of its legendary predecessors into the race: from the Carrera , Grand Carrera, Monaco , Aquaracer , Formula 1 to Silverstone and McLaren-Mercedes. A clear commitment to its connection with high-class motorsport and its protagonists. Every year, TAG Heuer's new releases are eagerly awaited at BASELWORLD. In 2001, the company used the world's most important watch trade fair to reissue the Heuer Classic Re-Edition Monaco in a limited edition of 5,000 pieces. In 2005, the luxury watch manufacturer presented the Calibre 360 ​​Concept Chronograph, the world's first mechanical wrist chronograph. With an accuracy of 1/100 of a second, it measures records. The TAG Heuer Grand Carrera Calibre 36 RS Caliper Steel Chronometer won the prestigious Prix d'Horlogerie de Genève for "Best Sports Watch" in 2008. The following year, the reissue of the classic Silverstone (from 1887) with automatic winding caused a stir. The presentation of the carbon fiber Carrera Monaco V4 Phantom at the 2015 watch fair was a tribute to TAG Heuer's great watchmaking history. The company honored its 30-year partnership with McLaren with the reissue of the TAG Heuer Aquaracer. As new ambassadors, beat musician David Guetta and the DJ duo Nervo bring a touch of glamour from art, music, and showbiz to the TAG Heuer brand cosmos.

Since 2002, TAG Heuer has also offered Sport Vision Eyewear in its range. These include glasses and sunglasses specifically designed to meet the specific needs of athletes and can be worn under a helmet during a Formula One race. Appropriate for the sport, they are made of aluminum or the rubber that also makes Formula 1 tires suitable for high-speed performance. Those who can't get enough of the Carrera, Camaro, or Jackie Ickx luxury watch can also pick up cell phones, wallets, cufflinks, jackets, or belts adorned with the TAG Heuer logo. Individualists and trendsetters who choose a TAG Heuer luxury watch, whether buying online or in a brick-and-mortar store, have no problem attracting attention and attracting envious glances. TAG Heuer is in a class of its own. Supreme precision technology in extroverted packaging – absolute "blockbusters" and eye-catchers, not least due to its striking materials. The founder's ambition to always be one step ahead of the competition in terms of innovation and technical perfection has been adopted by the current owner and great-grandson, Mark Heuer. Fans and friends of TAG Heuer luxury watches reflect this philosophy in their desire for extravagant and magnificent performance.