) is amanufacturing company that designs, manufactures and marketswatchesandfashion accessories, as well aseyewearandmobile phonesmanufactured underlicenseby other companies and carrying the Tag Heuer brand name.
TAG Heuer began asUhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer inSt-Imier, Switzerland. In 1985TAG Grouppurchased a majority stake in the company, formingTAG Heuer.1In 1999 Frenchluxury goodsconglomerateLVMHbought nearly 100 percent of the Swiss company.1
The nameTAG Heuercombines the initials of Techniques dAvant Garde and the founders surname.
TAG Heuer is based in La Chaux-de-Fonds, Switzerland and is led by President and CEOJean-Claude BiverJack Heuer, the great grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop inCornol, Switzerland and a watchmaking factory inLa Chaux-de-Fonds, Switzerland. The TAG Heuer slogan is Swiss Avant-Garde Since 1860.
TAG Heuer traces its roots to 1860 when Edouard Heuer founded Uhrenmanufaktur Heuer AG (English: Heuer Watchmaking Inc.) inSt-Imier, Switzerland.
Edouard Heuer patented his first chronograph in 1882 and in 1887 patented an oscillating pinion still used by major watchmakers of mechanical chronographs.23
In 1911, Heuer received a patent for the Time of Trip, the first dashboard chronograph. Designed for use in automobiles and aircraft, two large hands mounted from the center pinion indicate the time of day, as on a traditional clock. A small pair of hands, mounted at the top of the dial (12 oclock position) indicates the duration of the trip (up to 12 hours). A top-mounted crown allows the user to set the time; a button mounted in that crown operates the start/stop/reset functions of the duration of trip counter.
Heuer introduced its first wrist chronograph in 1914. Thecrownwas at the 12 oclock position, as these first wrist chronographs were adapted from pocket chronographs. In 1916 Edward Heuers son, Charles-Auguste introduced the Mikrograph, the first stopwatch accurate to 1/100 of a second. This model was soon followed by the Semikrograph, a stopwatch that offered 1/50 of a second timing, as well as a split-second function (which allows the user to determine the interval between two contestants or events).
In 1933, Heuer introduced the Autavia, a dashboard timer used for automobiles and aviation (whence its name, from AUTos and AVIAtion). The companion Hervue was a clock that could run for eight days without being wound. Over the period from 1935 through the early 1940s, Heuer manufactured chronographs for pilots in theLuftwaffe, known as Flieger (pilot) chronographs. The earlier version featured a hinged-back case and one pusher (for start/stop/reset); the later version had a snap-back case and added a second pusher (for time-in and time-out). All these Flieger chronographs had two-registers, with a capacity of 30 minutes.4
In the mid-1940s, Heuer expanded its line of chronographs to include both two- and three-register models, as well as a three-register chronograph that included a full calendar function (day/date/month). As the highest development of Heuers chronographs, these triple calendar chronographs were offered in stainless steel, 14 karat gold and 18K and 22K gold cases.Dialcolors were white, black or copper.
In the early-1950s, Heuer produced watches for the American retailerAbercrombie & Fitch. The Seafarer and Auto-Graph were chronographs produced by Heuer to be sold by Abercrombie & Fitch. The Seafarers had special dialswith blue, green and yellow patternsthat showed the high and low tides. This dial could also be used to track the phases of the moon. Heuer produced a version of the Seafarer for sale under the Heuer name, with this model called the Mareographe. The Auto-Graph was produced in 1953 and 1954, and featured a tachymeter scale on the dial and a hand that could be preset to a specific point on the scale. This allowed a rally driver or navigator to determine whether the car was achieving the desired pace, over a measured mile. Advertisements and literature also pointed out that this hand could be rotated to count golf scores or other events.5
From 1911, Heuer manufactured timepieces to be mounted on the dashboards of automobiles, aircraft, and boats. These clocks and timers included a variety of models, designed to address specific needs of racers and rallyists. In 1958, Heuer introduced a new line of dashboard timepieces, which included the Master Time (8-day clock), the Monte Carlo (12-hour stopwatch), the Super Autavia (full chronograph), Sebring (60-minute, split-second timer), and Auto-Rallye (60-minute stopwatch). Heuer continued to manufacture these dashboard timepieces into the 1980s, at which time they were discontinued. Heuer also introduced timing devices for ski and motor racing events, includingFormula One.
From the 1950s to the 1970s, Heuers were popular watches among automobile racers, both professionals and amateurs.6Heuer was a leading producer of stopwatches and timing equipment, based on the volume of its sales, so it was only natural that racers, their crews and event sponsors began to wear Heuer chronographs. Special versions of Heuer chronographs were produced with logos of theIndianapolis Motor Speedway, as well as the names or logos of racing teams or sponsors (for example,Shelby CobraMGandChampion Sparkplugs).7
In 1962, Heuer became the first Swiss watchmaker in space.John Glennwore a Heuer stopwatch when he piloted theMercury Atlas 6spacecraft on the first US manned space flight to orbit the earth.8This stopwatch was the back-up clock for the mission and was started manually by Glenn 20 seconds into the flight. It is currently on display at theSan Diego Air and Space Museum.
The Autavia chronograph was introduced in 1962 and featured a rotating bezel, marked in either hours, minutes, decimal minutes (1/100th minute increments), or with a tachymeter scale. All manual-wind Autavias from the 1960s had a black dial, with white registers. Early cases had a screw-back and later models (from and after 1968) had snap-backs. The Autavia name had previously been used on Heuers dashboard timers (described above).
1963 The Carrera chronograph was introduced, designed byJack Heuer, great grandson of Edouard. The Carrera had a very simple design, with only the registers and applied markers on the dial. The fixed inner bezel is divided into 1/5 second increments. The 1960s Carreras were available with a variety of dials, including all-white, all-black, white registers on a black dial, and black registers on a black dial. A three-register, triple calendar version of the Carrera was introduced around 1968.
Most of Heuer chronographs from this periodincluding the Autavias and Carrerasused movements manufactured byValjoux, including the Valjoux 72 movement (for a 12-hour chronograph) and the Valjoux 92 movement (for a 30-minute or 45-minute chronograph). The Valjoux 72 movement utilized a tri-compax design, with three registers on the dialone register for the chronograph hours (at the bottom), one register for the chronograph minutes (at the right), and a third register for a continuously running second hand (at the left). The second hand for the chronograph was mounted on the center pinion, along with the time-of-day hands.
Heuer acquired the Leonidas brand in the early-1960s, with the combined company marketing watches under the Heuer-Leonidas name. One of the designs that Heuer acquired from Leonidas was the Bundeswehr chronograph, used by the German air force. These BWs feature a fly-back mechanism, so that when the chronograph is reset to zero, it immediately begins running again, to time the next segment or event.
In the mid-1960s, Heuer partnered withBreitlingandHamilton(and in competition withSeikoandZenith) to introduce an automatic chronograph. These projects were conducted in secret, as none of the competitors wanted the other companies to be aware of their efforts. Heuer-Breitling-Hamilton held press conferences in Geneva and New York, on 3 March 1969 to show their new lines of chronographs.9
The Heuer Monaco40th Anniversary re-edition with Calibre 11 (2009) is a limited-edition, contemporary replica of the original 1969 Heuer Monaco.
Heuers first automatic chronographs were the Autavia, Carrera, andMonaco. These were powered by the Cal 11 and Cal 12 movements (12-hour chronograph); Cal 14 movement (12-hour chronograph and additional hand for GMT/second time-zone) and the Cal 15 movement (30-minute chronograph). The winding crown was on the left, with the pushers for the chronograph on the right. The earliest of Heuers Cal 11 chronographs (from 1969) were named Chrono-Matic. In the early-1970s, Heuer expanded its line of automatic chronographs to include the Daytona, Montreal, Silverstone, Calculator, Monza, and Jarama models, all powered by the Calibre 11 movement.
In 1975, Heuer introduced the Chronosplit, a digital chronograph with dualLEDandLCDdisplays. Later versions featured two LCD displays.
Heuer began using the Valjoux 7750 movement in its automatic chronographs, with the Kentucky and Pasadena models (both introduced in 1977). The Valjoux 7750 movement was a three-register chronograph (with seconds, minutes, and hours), that also offered day/date windows.
In the mid-1970s, Heuer introduced a series of chronographs powered by the Lemania 5100 movement. The Lemania 5100 movements have the minute hand for the chronograph on the center pinion (rather than on a smaller register), greatly improving legibility. The Lemania 5100 movement is considered very rugged and has been used in a variety of chronographs issued to military pilots. There are ten models of Heuer chronographs powered by the Lemania 5100Reference 510.500 (stainless steel), 510.501 (black coated), 510.502 (olive drab coated), 510.503 (pewter-coated), 510.511 (Carrera dialed acrylic crystal PVD finish), 510.523 (Carrera dialed acrylic crystal stainless steel), as well as models with the names Silverstone (steel case with black dial) and Cortina (steel case with blue dial); the Reference 510.543 was made for the A.M.I. (Italian Air Force) and a special edition (with no reference number marked on the case) was made for AudiSport.10
TAG Heuer formed in 1985 when TAG (Techniques dAvant Garde), manufacturers of high-tech items such as ceramic turbochargers for Formula One cars, and British businessmanRon Dennis, acquired Heuer.
In 1999 TAG Heuer accepted a bid fromLVMHMoët Hennessy Louis Vuitton S.A. of SwFr1.15billion (452.15million) (US$739million), contingent upon a transfer of 50.1 percent of stock.11
In 2010, TAG Heuer introduced the Pendulum Concept, the first magnetic oscillator without hairspring capable of providing restoring torque comparable to that of hairspring.
In 2013, TAG Heuer celebrated the 50th anniversary of the Carrera, the racing-inspired chronograph that is a key part of the TAG Heuer range today. There have been ten generations of Carrera since its introduction, with models launched in every decade since 1963.12
In 2017 TAG Heuer released limited edition Muhammad Ali watch.13
TAG Heuers current lines include Formula One, Aquaracer, Link, Carrera,Monaco, Connected, and Grand Carrera.
TAG Heuer, in keeping with its image as a luxury brand with an innovative spirit, has long-standing links with the world of sport and Hollywood. TAG Heuer has been the official timekeeper of the three SummerOlympic Gamesof the 1920s,3the Skiing World Championships, the Formula One World Championships and has developed a watch for theMcLarenF1 team.14The brand has also had a long list of sports and Hollywood ambassadors.15
Some of the more recentlywhen?announced models include the Monaco V4 (the movement of which is driven by belts rather than gears);16the Carrera Calibre 360 (the first mechanical wrist chronograph to measure and display time to 1/100 of a second17) and the Monaco 69 (with both a digital chronograph accurate to a millisecond and a traditional mechanical movement, with a hinged mechanism allowing wearers to flip the watch between its two separate dials).18
London-basedChristoph Behlinghas been the lead designer for TAG Heuer since 2004. The collaboration has resulted in some of the brands most celebrated pieces including the worlds fastest chronograph, the Mikrogirder 1/2000th, launched in 2012.
Many TAG Heuer watches featurechronographs. In January 2011 TAG Heuer announced the new Carrera Mikrograph,19the first TAG Heuer to use the in-house Mikrograph movement, which is accurate to 1/100 of a second. Additionally, TAG Heuer has also released the limited edition Carrera MP4-12C to commemorate the launch of theMcLaren MP4-12Csupercar. TAG Heuer has been a partner of the McLaren F1 team for over 26 years.20
At the Basel 2011 show in March 2011, TAG Heuer announced the Mikrotimer Flying 1000, a concept mechanical watch capable of accuracy of 1/1000 of a secondten times faster than the Mikrograph.21
This mark was superseded in January 2012 with the Mikrogirder model, precise to 5/10,000ths of a second.22
Morez, France-based Groupe Logo manufactures TAG Heuer-branded eyewear under a licence acquired in 2002.23
Paris, France-based ModeLabs Group manufactures TAG Heuer-branded mobile phone under licence. ModeLabs acquired the license in late-2007 and marketed the first TAG Heuer branded mobile phone in late 2008.24
The company also markets a line of mens accessories including wallets, belts, bags, jackets, bracelets, and cuff-links.
Tag Heuer has paid numerous celebrities to endorse its products, including:Tom BradyAyrton SennaKevin Richardson,Cristiano RonaldoChris HemsworthJessica MichibataTiger WoodsLeonardo DiCaprioBrad Pitt, Jack Ruvio,Sarah FisherLouis KooChen DaomingG.E.M. TangJeff GordonMaria SharapovaJeremy LinJuan Pablo MontoyaKimi RäikkönenUma ThurmanFernando AlonsoLewis HamiltonTherese JohaugShah Rukh KhanPriyanka ChopraCameron DiazSteve McQueenJotaro KujoWalter WhiteRanbir KapoorMary KomAlexander RossiandLi Yifeng.252627
Steve McQueenwore a blue Monaco in the 1971 movieLe Mans(this model is now referred to as the McQueen Monaco),28and Swiss Formula One starJo Siffertcustomarily wore a white-dialed Autavia with black registers. In 1974, Heuer produced a special version of the black-dialed Autavia that was offered by the Viceroy cigarette company for US$88.29This version of the Autavia was called the Viceroy and advertisements for this promotion featured racerParnelli Jones.30Heuer was the official timepiece of the Ferrari F1 team in the 1970s and McLaren from the 1980s until 2015.citation needed31TAG Heuer is the official time keeper and sponsor ofLa LigaPremier LeagueandBundesliga.
Starting in 2016, theteam runsRenaultengines branded as TAG Heuer, and TAG Heuer sponsorship appears on the car near the engine.32The endorsement was part of a larger promotional outreach program by TAG Heuer CEOJean-Claude Biverto entry into markets that may not necessarily be traditional markets for the company, an idea Biver calls Universes, which include sport, heritage, lifestyle and art and music. Other brand ambassadors in the Universes program includeDavid GuettaOneRepublicMartin GarrixCara DelevingneChris HemsworthAlec MonopolyManchester United F.C.andMuhammad Ali.33
In 2007, TAG Heuer won the iF product design award34for its Monaco Calibre 360 LS Concept Chronograph. The award was given away by theInternational Forum DesignHannover GmbH, held inHanover, Germany. The watch received the award in the Leisure/Lifestyle category. It was chosen among more than 2,200 timepieces presented by watchmakers from 35 countries. TAG Heuer received the iF product design award for the second time in two years. In 2006, another TAG Heuer watch, entitled Professional Golf Watch, won in the same Leisure/Lifestyle category. The design of the Professional Golf Watch was developed withTiger Woods.35
In 2010 the Carrera 1887 wonLa Petite Aiguille(the small hand) award for watches retailing for less than CHF5,000 at the Grand Prix dHorlogerie de Genve.36
Since 2016 TAG Heuer has formed a partnership with theRed Bull RacingFormula One team.37The partnership includes Red Bull running TAG Heuer-branded power units supplied byRenault.38
The TAG group, which is no longer affiliated with TAG Heuer, gave its name to the Porsche engines used byMcLarenin the 1980s, then asTAG. TAG continues to hold a stake in McLaren.
Starting in May 2018 TAG Heuer picked up the title sponsorship of the pagoda at the Indianapolis Motor Speedway .
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