Tag Heuer watches

Welcome to our Tag Heuer history page

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Tag Heuer watch history

Since its founding in 1860, the Tag Heuer philosophy for watch making has been: Prestige, performance, avant-garde technology and absolute reliability.

From its very first patent for a chronograph mechanism in 1882 to a revolutionary new automatic movement (the Monaco V4) in 2004, Tag Heuer is at the forefront of some of the most spectacular innovations in watch making history.

Edouard Heuer set up Tag Heuer's first workshop in St-Imier, Switzerland. In 1887, the company patented the oscillating pinion for mechanical chronographs, which is still used today in major Swiss watch brands. In 1895, Tag Heuer patented the water-resistant case. And in 1911, Tag Heuer invented the "Micrograph", the world's first sports stopwatch with a precision of 1/100th of a second.

The Tag Heuer Carrera watch was launched in 1964, in tribute to the Carrera Pan-American Rally in the 50's. It was the first chronograph watch with a pure and functional dial design featuring a wide dial opening and a 1/5th of a second scale on the flange. The Carrera became the watch of the champions, and a best seller worldwide.

In 1965, Tag Heuer improved the Carrera model with a major innovation: The world's very first wrist chronograph watch with a digital date display printed on a disc. Then in 1966 Tag Heuer introduced another worldwide first, the Microtimer, the first miniaturized electronic timing watch with a precision of 1/1000th of a second.

1969 saw the launch of the legendary Monaco model, the world's first chronograph with a water-resistant square case. Hollywood actor Steve McQueen made the Tag Heuer Monaco famous during the making of the film Le Mans in 1970, and became the brand's official worldwide ambassador.

As sponsor and official timekeeper of Team Ferrari from 1971 to 1979, the Tag Heuer F1 watch was associated with all of its legendary drivers. So much so, that the Tag Heuer AGS Formula 1 driving school opened in 2003.

Located in Southern France, it has 10 Formula 3 and 12 Formula 1 cars and offers unique driving experiences to Tag Heuer's best retailers and media partners.

Other famous faces who have endorsed the Tag Heuer watch brand include Kimi Raïkkönen, Maria Sharapova, Brad Pitt, NASCAR racing star, Jeff Gordon and Uma Thurman.

The Kirium series was launched in 1997, followed by the Aqua Racer, the professional water sports watch for dress-up or dive-deep.

Then came the SLR Chronograph in 2004; an exclusive SLR Mercedes Benz owners' limited edition watch inspired by the prestigious sports car.

The SLR Chronograph's Calibre 36 movement is fitted with a regulator module specially designed by Tag Heuer watchmakers, to give the watch dial the look and functionality of an automobile dashboard.

Types of Tag Heuer watches The watches available in the Tag Heuer range are: Aqua Racer, Carrera, F1, F1 Sparkling, Golf Watch, Grand Carrera, Kirium, Link, Microtimer, Monaco, SLR If you would like to see a selection of Tag Heuer watches please follow the link Tag watches.

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