Originally founded under the name Uhrenmanufaktur Heuer AG in 1860 by Edouard Heuer, TAG Heuer was born in 1985 following its acquisition in 1985 by the TAG Group. TAG Hauer has been a powerhouse in the luxury watch field after gaining notoriety among racing circles. TAG is an abbreviation of Techniques d’Avant Garde, which is a fair summary of the unique approach Tag Heuer takes to designing their signature, high-quality timepieces.
The driving principle of high quality and precision engineering has been an integral part of TAG Heuer’s mission from day one. Their reputation for manufacturing devices that are both aesthetically pleasing, and mechanically reliable has been beyond compromise. Well-deserved is the praise that their products have received for over 150 years. To compete in a field that is as contentious as the luxury timepiece market, the offerings of a firm must be remarkable, and TAG Heuer has no concern on that front.
The long-running relationship between TAG Heuer and sports dates back into its early history. In the 1920’s TAG Heuer was the official timekeeper for three separate Olympic Sumer Games. Additionally, their watches have served as timekeepers for other varies sporting events such as the Formula One World Championships and Skiing World Championships. The firm has also worked closely with long-running teams to develop special editions, such as a piece made specifically for the McLaren Formula One team. Though the TAG group is no longer affiliated with TAG Heuer, they are still involved in the motorsports industry as they have an ongoing partnership with McLaren. TAG Heuer itself formed a partnership with the Red Bull Formula one team.
TAG Heuer believes in classic style and timeless products but has not let that belief stop them from exploring the limits of watch design, creating remarkable and interesting pieces that challenge the common conception of what a mechanical watch can to. Among these projects are pieces like the Monaco V4, a watch whose movement relies not on the more commonly seen gearing, but instead uses belts to keep time. TAG Heuer has also sought out partnerships with remarkable designers such as Christoph Behling, leading to the development of projects such as the highly lauded Mikrogirder 1/2000th, which is the world’s fastest chronograph.
One of the elements leading to the enduring popularity of the TAG Heuer watches is the long love affair between celebrities and the watches themselves. In 1971, Steve McQueen wore a blue TAG Heuer Monaco while acting in the movie Le Mans, leading to the model now being referred to as a “McQueen Monaco”. Over the years tag watches have also received endorsements from well-known names such as Tiger Woods, Chris Hemsworth, Tom Brady, Cameron Diaz, Uma Thurman, David Guetta, and the Manchester United F.C.
With an enduring legacy as strong as TAG Heuer enjoys, it is easy to understand why in a crowded market, consumers have always known that when buying based on quality, money spent on a TAG Heuer watch is a sound investment.