Few brands have managed to intertwine the spirit of motorsport and precision watchmaking quite like TAG Heuer. Founded in 1860 by Edouard Heuer in Saint-Imier, Switzerland, the brand quickly established itself through its pioneering innovations in chronograph technology and its obsession with timing accuracy.In 1887, Heuer patented the oscillating pinion—a component still used in many mechanical chronographs today. But it was during the 1960s and 70s that the brand cemented its legacy in racing culture. Iconic models like the Carrera, named after the Carrera Panamericana road race, and the Monaco, famously worn by Steve McQueen in Le Mans, became instant classics.When the brand became TAG Heuer in 1985, after the acquisition by Techniques d’Avant Garde (TAG), it doubled down on its connection to performance, speed, and avant-garde design. The spirit of pushing limits became the brand identity.Today, TAG Heuer continues to thrive through collections like the Carrera, Monaco, Aquaracer, and Connected, combining Swiss watchmaking with modern materials, smart technology, and their own style. From racetracks to dive sites, and even smartwatches, the brand stays relevant without losing sight of its heritage.TAG Heuer’s motto, “Don’t Crack Under Pressure”, reflects its daring DNA—a brand made for those who live fast, take risks, and keep pushing forward.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok