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Since its creation in 1860, TAG Heuer has established itself as an iconic brand in the world of watchmaking. Through innovative watch models and a rich heritage of success, it continues to impress enthusiasts and collectors.
Discover 12 facts you probably didn’t know about this prestigious watchmaking house.
1. The history of the TAG Heuer name
The origin of the name TAG Heuer comes from two distinct sources. The word TAG is the acronym for “Techniques d’Avant-Garde”, while Heuer refers to the founding family of the brand, with Edouard Heuer at its head.
2. Significant innovations
The first chronograph with oscillo-planetary movement
In 1887, Edouard Heuer filed the patent for the first chronograph with an oscillo-planetary movement. This innovation significantly improved the precision of time measurements thanks to a revolutionary mechanism for the time.
The Mikrograph: a technical feat
In 1916, TAG Heuer presents the Mikrograph, a chronograph capable of measuring times to 1/100th of a second. This model will quickly become a reference for motorsport and aeronautics professionals.
3. A legendary rivalry with Breitling
In the 1960s, TAG Heuer and Breitling entered into a fierce competition to create the first automatic chronograph. The two brands eventually collaborated with Buren and Dubois-Depraz to jointly develop an automatic chronograph movement which would be unveiled in 1969.
4. Prestigious ambassadors
TAG Heuer has surrounded itself with renowned ambassadors over the years. Among them, we include Steve McQueen, Ayrton Senna, Leonardo DiCaprio and Cara Delevingne.
5. An iconic watch: the Monaco
Launched in 1969, the Monaco watch quickly became an iconic model thanks to its bold design and technicality. It was notably worn by Steve McQueen in the film “Le Mans” in 1971.
6. Commitment to motorsport
TAG Heuer has maintained a close relationship with the world of motorsport since its beginnings. The brand is thus an official partner of numerous Formula 1 teams, including McLaren, Red Bull Racing and currently Aston Martin.
7. The takeover by the LVMH group
In 1999, TAG Heuer joined the LVMH group (Louis Vuitton Moët Hennessy) and thus joined a prestigious group of luxury brands. This acquisition allows TAG Heuer to continue its development and establish its international reputation.
8. An avant-garde connected watch
In order to respond to new market trends, in 2015 TAG Heuer unveils its first connected watch, the TAG Heuer Connected. It is equipped with the Android Wear operating system and offers innovative features suitable for athletes and technology enthusiasts.
9. Limited editions for collectors
TAG Heuer does not hesitate to regularly offer limited and special editions of its flagship models, such as the Carrera, the Monaco or the Aquaracer. These rare pieces are highly prized by collectors and lovers of beautiful watches.
10. A relationship with cinema
Beyond motorsport, TAG Heuer has also forged links with the 7th art. The brand has appeared in many successful films, such as “Kingsman: Secret Service”, “Interstellar” and “Dr. Strange”.
11. An ecological commitment
Concerned about preserving the environment, TAG Heuer has been committed to an ecological approach for several years. This is demonstrated in particular by the partnership between the brand and the “TAG Heuer Porsche” Formula E team, which participates in the electric car racing world championship.
12. The creation of a youth foundation
In 2015, TAG Heuer created the TAG Heuer Foundation to promote education and sport for younger generations. This initiative demonstrates the brand’s commitment to supporting the values it promotes through its products and actions.