TAG Heuer
About
TAG Heuer is a Swiss luxury watch manufacturer founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company has been a subsidiary of LVMH Moet Hennessy Louis Vuitton since 1999. TAG Heuer's headquarters and primary manufacture are located in La Chaux-de-Fonds, Switzerland, with additional production facilities in Chevenez and Cornol.
The brand has a long history of innovation in chronograph technology and timekeeping precision. In 1882, Edouard Heuer patented the oscillating pinion, a component still used in most mechanical chronographs today. In 1916, the company achieved timing accuracy to 1/100th of a second with the Micrograph. The Monaco, introduced in 1969, was one of the first automatic chronograph wristwatches and gained wider recognition when worn by Steve McQueen in the 1971 film Le Mans.
Core collections include the Carrera (introduced in 1963, inspired by the Carrera Panamericana road race), the Monaco (square case), the Aquaracer (diving watches), the Formula 1 (entry-level sport watches), and the TAG Heuer Connected (luxury smartwatch). TAG Heuer produces in-house movements at its Chevenez manufacture, including the Calibre Heuer 02 automatic chronograph.
TAG Heuer has maintained a strong association with motorsport, serving as a timing partner for Formula 1, the Indianapolis 500, and various racing series. The brand also has partnerships in football, surfing, and other sports disciplines.
Retail prices start at approximately $1,500 for Formula 1 quartz models and extend to over $30,000 for in-house chronograph and tourbillon references. TAG Heuer operates boutiques worldwide and sells through authorized retailers and its own e-commerce platform.
The brand has a long history of innovation in chronograph technology and timekeeping precision. In 1882, Edouard Heuer patented the oscillating pinion, a component still used in most mechanical chronographs today. In 1916, the company achieved timing accuracy to 1/100th of a second with the Micrograph. The Monaco, introduced in 1969, was one of the first automatic chronograph wristwatches and gained wider recognition when worn by Steve McQueen in the 1971 film Le Mans.
Core collections include the Carrera (introduced in 1963, inspired by the Carrera Panamericana road race), the Monaco (square case), the Aquaracer (diving watches), the Formula 1 (entry-level sport watches), and the TAG Heuer Connected (luxury smartwatch). TAG Heuer produces in-house movements at its Chevenez manufacture, including the Calibre Heuer 02 automatic chronograph.
TAG Heuer has maintained a strong association with motorsport, serving as a timing partner for Formula 1, the Indianapolis 500, and various racing series. The brand also has partnerships in football, surfing, and other sports disciplines.
Retail prices start at approximately $1,500 for Formula 1 quartz models and extend to over $30,000 for in-house chronograph and tourbillon references. TAG Heuer operates boutiques worldwide and sells through authorized retailers and its own e-commerce platform.
Luxury Watches
TAG Heuer is a Swiss chronograph specialist with roots dating to 1860. The brand pioneered key chronograph innovations including the oscillating pinion (1882) and the automatic chronograph movement. Core collections include the Carrera, Monaco, Aquaracer, Formula 1, and TAG Heuer Connected smartwatch. The in-house Calibre Heuer 02 chronograph is produced at the Chevenez manufacture. TAG Heuer maintains a long-standing association with motorsport, including Formula 1.
Brand Details
Brand Tier
Premium Luxury
Price Range
$1,500 - $30,000+
Founded
1860
Headquarters
La Chaux-de-Fonds, Switzerland
Parent Company
LVMH
