Tag Heuer: Always one or two ticks ahead
It was like a fairytale story. Tag Heuer is an example of a company that had the right intuition at the right time in order to become a world-class enterprise. Also in this case a person with charisma was involved, who followed a driving force and perfectly worked just like a Swiss watch movement. When the company was founded in 1860, one may assume that the young Edouard Heuer had clearly defined goals on his mind. Thanks to his immense instinct he occupied an untapped niche market and in 1882 he manifested his success with the patent of a stop mechanism. In 1887, the oscillating pinion was patented, that is implemented in many watches. This patent was followed by the first navigation chronograph for vehicles. The considerable breakthrough for the company was the micrograph: The invention of a stopwatch that accurates to 1/100 of a second, which represented a new age in the sports area. TAG Heuer (then known as Heuer) definitely found its passion. From then on the brand’s success was simply inevitable.
Also in the second half of the 20th century and in the first decade after the turn of the millennium, Tag Heuer impressed the market with spectacular designs. A new master plan was drawn up: First chronograph with world time display, Heuer Mareograph-Seafarer, the first waterproof wrist chronograph, the third chronograph movement in 1969, first quartz chronograph with analogue display and the first mechanic movement driven by belts, linear oscillating-weight and ceramic bearings. Eventually, the first wrist chronograph to be accurate to 1/100 of a second was introduced in 2005, representing a milestone in sports history. With the success of the technology of digital watches the mechanic stopwatches were being pushed into the background. Nowadays, it is evident that historic timepieces, which are in good conditions, are highly requested for vintage automobiles.
Always in the best company
The list of “TAG Heuer ambassadors” is more than just exclusive: Among Leonardo di Caprio, Brad Pitt and Uma Thurman there are Fernando Alonso, Shahrukh Khan, Cristiano Ronaldo, Yao Ming and Clay Regazzoni. Since his presence in the movie “Le Mans”, the most important documentary about motor sport, the movie star Steve McQueen is still today associated with the Nimbus TAG Heuer. The result of the cooperation with the golf champion Tiger Woods is the Professional Golf Watch with a titanium case and a highly elastic silicone strap. Even the strongest movements cannot harm this watch at all. Throughout its history, TAG Heuer has been part of worldwide prominent events and developed a special model dedicated to each of these occasions. At the Paris World Exhibition in 1889, the chronograph impressed the audience and also during the Olympic Games in Antwerp, Paris, Amsterdam, Moscow, Lake Placid one relied on Tag Heuer. The brand became official timekeeper for the Indy Racing League, a racing series that features the worldwide fastest automobiles. Ferrari and McLaren-Mercedes also count on Tag Heuer. For the legendary Carrera Panamericana Mexico, the company developed the first chronograph that was customized for car racings. And Tag Heuer also attracted attention at all World Ski Championships in St. Moritz. In the 1980’s, the company’s success was endangered due to the emergence of the quartz technology which was about to replace the mechanical timepiece. Following the takeover of the Techniques d’Avant Garde group, the new old company TAG Heuer was born, that today belongs to the LVMH Group.
Unsuitable for introverts - Avant-garde on your wrist
The traditional company remembers its glorious times und continuously launches replica collections of iconic predecessors: The Carrera, Grand Carrera, Monaco, Aquaracer, Formula 1 and also the Silverstone and McLaren-Mercedes. A clear statement to its commitment to high-class motor sport and its protagonists. Each year, the novelties by TAG Heuer are eagerly awaited at the BASELWORLD. At the BASELWORLD 2001, the company presented the new version of the Heuer Classic Re-Edition Monaco which was a special limited edition of 5000 pieces. In 2005, the manufacturer for luxury watches introduced the Calibre 360 Concept Chronograph, the world’s first mechanical chronograph. Being accurate to 1/100 of a second, it can measure records. In 2008, the TAG Heuer Grand Carrera Calibre 36 RS Caliper Steel Chronometer won the well-known prize for the “best sports watch” at the Grand Prix d’Horlogerie de Genève. In the following year, the relaunch of the iconic Silverstone (from 1887) created a lot of buzz. At the watch fair in 2015, the presentation of the Carrera Monaco V4 Phantom, made of carbon fiber, could be considered as a tribute to the history of TAG Heuer. The 30-year partnership with McLaren was acknowledged by the company with the relaunch of the TAG Heuer Aquaracer. New ambassadors such as the DJ David Guetta and the DJande duo Nervo provide a touch of glamour from art, music and showbiz to the TAG Heuer brand.
Once you go for TAG Heuer – you always want more
Since 2002 TAG Heuer has been also offering Sport Vision Eyewear in the assortment. Glasses and sunglasses which are specially customized to the needs of athletes can be worn under the helmet during a Formula One race. Designed for this type of sport, they are made of aluminium or the type of rubber that is also used for Formula One wheels in order to reach high speed. If you cannot get enough of the luxury wristwatches Carrera Camaro or the Jacky Ickx you should go for mobile phones, wallets, cufflinks, coats or belts which carry the TAG Heuer logo. Individualists or trendsetters who decide to purchase a TAG Heuer luxury wristwatch, either online or in-store, do not mind attracting attention and envious glances. There is no doubt that TAG Heuer is a unique high-class brand. Highly developed precision technologiesin a striking package – the watches are absolute eye-catchers, not least through their outstanding materials. TAG Heuer’s founder had constantly aimed to be ahead of the competitors when it comes to innovations technical perfection. The current owner and great grandson Mark Heuer has definitely adopted this attitude. Fans of TAG Heuer luxury watches reflect this philosophy by demanding extravagant and perfect performance.