Everything you need to know about TAG Heuer

TAG Heuer is a luxury watch brand renowned worldwide for its precision and performance watches and its strong link to motor racing. Founded in 1860 as Heuer and renamed TAG Heuer in 1985, the Swiss brand has introduced some of the best-known chronographs, such as the Autavia, Carrera and Monaco.

In this article we will take you on a journey through the history of the brand, its distinctive features, collections and how to care for your TAG Heuer watch.

TAG Heuer History

TAG Heuer’s history begins in 1860, when Edouard Heuer founded his manufacture in La Chaux-de-Fonds, Switzerland. From its earliest years, Heuer was noted for its innovations, such as the crown-operated winding system patented in 1869 and the “oscillating pinion” for chronometers in 1887, a technology still in use today.

Heuer made a name for itself in sports and motor racing, providing official chronometers for the Olympic Games in Antwerp (1920), Paris (1924) and Amsterdam (1928). In 1958, Jack Heuer, Edouard’s great-grandson, took over the reins of the company, introducing the Carrera and Monaco chronographs, associated with motor racing legends such as Steve McQueen.

In 1985, Techniques d’Avant Garde (TAG) acquired the brand, giving birth to TAG Heuer. In 1999, the company was bought by LVMH, ushering in an era of innovation and expansion in its product line.

Everything you need to know about TAG Heuer

Where and how are TAG Heuer watches made?

TAG Heuer watches are manufactured in Switzerland, mainly in its workshops in Cornwall and La Chaux-de-Fonds.

In the historic Swiss town of La Chaux-de-Fonds, a UNESCO World Heritage Site, lies the roots of the TAG Heuer manufacture.

In this workshop, the different parts of the watches, which have been previously manufactured in different factories, are assembled with millimetric precision. The atmosphere in the assembly workshop is tranquil, with large windows allowing natural light to flood in, creating an atmosphere conducive to the meticulous work carried out by around forty highly skilled watchmakers.

Entering this space, one can observe the craftsmen in concentration, working skillfully under adjustable table lamps. Each watchmaker, with attention and a steady hand, assembles the dials and adjusts the hands with precision, using tools such as pins and hoovers.

The nesting process continues, ensuring that every component fits perfectly, with extensive testing to guarantee the quality and functionality of the watch. After passing various checks, the watches are tested for water and moisture resistance, achieving the excellence TAG Heuer is known for.

Finally, the assembled parts are prepared to be fitted with bracelets or straps, thus completing the art of assembling TAG Heuer watches.

TAG Heuer Movements

Automatic Movement

It uses the wearer’s movement to wind the watch. Models that use this type of movement include the TAG Heuer Carrera and the Aquaracer.

Quartz Movement

They offer precision and require less maintenance. They are common on the brand’s most affordable parts.

Smartwatches/Smartwatches

The TAG Heuer Connected line brings together the latest in technology with the brand’s classic aesthetic, the watches are powered by Google’s Wear OS.

Common characteristics of TAG Heuer watches

Chronograph: Independent stopwatch function, the ideal tool for accurate timekeeping.
Sapphire crystal: Highly scratch-resistant and durable.
Bolted crown: Guarantees water resistance and protects against dust.
Tachymeter: Scale used to measure speed based on travel time.

TAG Heuer watch collections

TAG Heuer Carrera

The Carrera collection was introduced in 1963, inspired by the Carrera Panamericana. Featuring a clean, minimalist design, the current models use the Heuer 02 movement.

TAG Heuer Autavia

Combination of automobile and aviation, launched in 1962. Popular with racing drivers, with modern reissues retaining its original essence.

TAG Heuer Monaco

Famous for its square body and its appearance in Steve McQueen’s Le Mans film. Most notable for its distinctive design.

TAG Heuer Aquaracer

Diver‘s sports watch, launched in 2004. With ceramic bezels and legible dials, it is popular for its water resistance.

TAG Heuer Link

Characterised by its “S” shaped bracelet. It offers elegant and comfortable models for both men and women.

TAG Heuer Formula 1

Designed especially for Formula 1 drivers. This collection is characterised by its legibility and resistance, has a bolder design, with specific functions for motorsport.

TAG Heuer Connected

The first Swiss luxury smartwatch, launched in 2015. In it we see how modern technology meets classic design, perfect for sports and fitness activities.

Care and maintenance of a TAG Heuer watch

To keep a TAG Heuer watch in top condition, regular maintenance is necessary. A full service every five years, cleaning, precision testing and water resistance is recommended. Cleaning the watch every two to three months with soapy water and a soft brush, ensuring the crown is fully pushed in, will help maintain its appearance and functionality.

We recommend you take a look at this article on the care and maintenance of a luxury watch.

How can you tell if a TAG Heuer is a fake?

To identify an authentic TAG Heuer, look for signs of quality such as well-finished edges, impeccable polish, correct text and fonts. Researching the desired model and buying only from reputable retailers is very important to ensure authenticity.

Where to buy a TAG Heuer watch?

TAG Heuer watches can be purchased through authorised retailers such as Ideal Jewellers. It is important to purchase from reputable places to ensure the authenticity and quality of the watch, as well as providing warranty and after-sales service.

You can find TAG Heuer watches and many other watch brands in our luxury watch catalogue.