Tag was created in Switzerland back in 1860 by a young man named Edouard Heuer. Tag has created a name for itself by producing irresistible timepieces that convey a sensation of power while remaining affordable.
TAG Heuer's current models include Carrera, Formula 1, Aquaracer, Link, Monaco, and Autavia.
Tag aim is to show that true luxury lasts forever and that that's what differentiates TAG Heuer timepieces from other objects which inevitably become obsolete over the years. In 1887 Heuer invented the famous 'oscillating pinion' for mechanical stopwatches. It is still used to this day in the production of mechanical chronographs and for example in the Calibre 1887 which was the 4th movement developed and produced in-house by Heuer.
TAG Heuer’s most iconic models are associated with racing, and one of the most famous is the Carrera. Jack Heuer suggested the name after taking control of the company from his uncle. The name comes from the Carrera Panamericana, a dangerous race run on public roads in Mexico from 1950 to 1954. Jack Heuer wanted to create a watch for race car drivers which had to be perfectly legible and tough enough to withstand the vibrations drivers experience during a race.
In 1969 it was the launch of arguably the world’s first integrated automatic chronograph movement – named the Chronomatic that made the brand’s name. In the following year, Jack unveiled the square-cased Monaco watch that Steve McQueen wore in the 1971 film Le Mans.