Celebrating the brand’s 150th year, TAG Heuer embodies precision, prestige and innovation. Garner Bears delves into its legendary history and achievements…
“From a small workshop in the Swiss Jura Mountains, TAG Heuer has transformed into a watchmaking legend. Recognised throughout the world for its luxury sports watches and pioneering work in chronographs, TAG Heuer watches epitomise prestige and performance, brilliantly fusing technology with design. TAG Heuer has revolutionised 150 years of watchmaking history through a constant pursuit of excellence and innovation, maintaining a strong link between the company of today and the people who have shaped its history. From heroes of the past to the stars of the future, our ambassadors read like a who’s who of modern history: Edouard Heuer and Steve McQueen, Ayrton Senna and Leonardo DiCaprio, Lewis Hamilton and Shah Rukh Khan, Tiger Woods and Maria Sharapova. Together they all share a strong determination to achieve their ultimate goals, pushing the limits of what is possible through hard work and mental strength. We cannot know what the future holds, but we do know that if we continue to look forward, we will be the ones who shape it.”
President & CEO, TAG Heuer
THE TAG HEUER STORY – TIMING THE WORLD’S PROGRESS SINCE 1860
1860: Edouard Heuer founded a watchmaking workshop, which was the beginning of TAG Heuer’s extraordinary history.
1869: At a time when all watches were wound with a key, Heuer changed the course of watchmaking history forever, with his first patented invention: a keyless, crown-operated winding system.
1887: Patent for the Oscillating Pinion still used in some contemporary chronograph like the Calibre 1887.
1892: Edouard Heuer died and the company ownership passed on to his two sons Jules-Eduoard and Charles- Auguste Heuer.
1911: The Time of Trip – the world’s first dashboard chronograph for cars and planes was patented.
1916: The Mikrograph – the world’s first stopwatch able to measure 1/100th of a second was created and used for the Olympic games from 1920-1928.
1933: The Autavia – a combination of Automobile and Aviation, the world’s first dashboard stopwatch for cars and planes was created.
1962: American astronaut John Glenn wore a TAG Heuer stopwatch on an orbital mission, making TAG Heuer the first Swiss watchmaker in space.
1966: The Microtimer – the world’s first miniaturised timing system accurate to 1/1,000th of a second was introduced.
1969: The Chronomatic Calibre 11 – the world’s first automatic chronograph movement with micro-rotor was launched.
1971: TAG Heuer becomes Ferrari’s Official Timekeeper till 1979.
1985: TAG Heuer teamed up with McClaren Mercedes, the longest running and most successful partnership in Formula One history.
2003: Tiger Woods became TAG Heuer’s worldwide brand ambassador.
2005: The TAG Heuer Calibre 360 – the world’s first automatic chronograph movement accurate to 1/100th of a second was presented at Baselworld.
2005: Hollywood and sports personalities like Maria Sharapova, Uma Thurman, Brad Pitt and Kimi Raikkonen endorsed the brand.
2009: The Monaco V4 – the world’s first watch with belt drives, linear mass and ball bearings.
2010: The legendary company celebrates with TAG Heuer’s 150th Anniversary Limited Edition 1860-2010.