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

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.

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

TAG Heuer Autavia

TAG Heuer Monaco

TAG Heuer Aquaracer

TAG Heuer Link

TAG Heuer Formula 1

TAG Heuer Connected

Care and maintenance of a TAG Heuer watch

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.