Tag Heuer

TAG Heuer has been building precision timing instruments since Edouard Heuer founded the company in 1860. Before motorsport, before Hollywood, Heuer was making stopwatches and chronographs that timed Olympic events as early as the 1920s. The brand’s DNA is measurement and precision. Racing came later as the cultural accelerant. Jack Heuer pioneered F1 sponsorship in the early 1970s, and the Carrera, launched in 1963 and named after a grueling road race across Mexico, became the chronograph that connected the brand’s technical heritage to a motorsport identity. The Monaco cemented the rest. The square-cased blue-dial chronograph was a slow seller until it appeared on a famous wrist in the 1971 film Le Mans. Collectors now call it the “McQueen” Monaco. The Aquaracer rounds out the collection on the dive side. Together they make TAG Heuer one of the broadest catalogs in Swiss watchmaking, anchored by a chronograph heritage that runs back to the brand’s founding.