TAG Heuer S.A., founded Heuer AG is a Swiss luxury watchmaker. Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1985, Techniques d'Avant Garde (TAG) purchased a majority stake in the company, forming TAG Heuer.[1] In 1999, French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company.[1] The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname. Although best known for its chronographs, it has also manufactured stopwatches.
History
TAG Heuer is based in La Chaux-de-Fonds, Switzerland, and is led by CEO Frédéric Arnault. Jack Heuer, great-grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland, and a watchmaking factory in La Chaux-de-Fonds. TAG Heuer's slogan is "Swiss Avant-Garde Since 1860".
1860 through 1880s
In 1860 Edouard Heuer founded Uhrenmanufaktur Heuer AG (English: Heuer Watchmaking Inc.) in St-Imier, Switzerland.[2]
Edouard Heuer patented his first chronograph in 1882 and in 1887 patented an "oscillating pinion" still used by major watchmakers of mechanical chronographs.[3][4]
1910s
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 o'clock 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. The crown was at the 12 o'clock position, as these first wrist chronographs were adapted from pocket chronographs. In 1916 Edward Heuer's 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).
1930s and 1940s
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 the Luftwaffe, 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."[5]
In the mid-1940s, Heuer expanded its line of chronographs to include two- and three-register models and a three-register chronograph that had a full calendar function (day/date/month). As the highest development of Heuer's chronographs, these "triple calendar" chronographs came in stainless steel and 14, 18, and 22 karat gold cases. Dial colors were white, black, or copper.
1950s
In the early-1950s, Heuer produced watches for the American retailer Abercrombie & Fitch. The "Seafarer" and "Auto-Graph" were chronographs produced by Heuer to be sold by Abercrombie & Fitch. The "Seafarers" had special dials—with blue, green, and yellow patterns—that 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". Heuer produced the "Auto-Graph" in 1953 and 1954, which featured a tachymeter scale on the dial and a hand that could be preset to a specific point on the scale. This complication allowed a rally driver or navigator to determine whether the car achieved 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.[6]
Auto dashboard timers
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 the 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 when Heuer discontinued them. Heuer also introduced timing devices for ski and motor racing events, including Formula One
Auto dashboard timers
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 the 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 when Heuer discontinued them. Heuer also introduced timing devices for ski and motor racing events, including Formula One.
1960s
From the 1950s to the 1970s, Heuers were popular watches among automobile racers, both professionals and amateurs.[7] Heuer 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. Heuer produced special chronograph versions with the logo of the Indianapolis Motor Speedway, as well as the names or logos of racing teams or sponsors (for example, Shelby Cobra, MG and Champion Sparkplugs).[8]
In 1962, Heuer became the first Swiss watchmaker in space. John Glenn wore a Heuer stopwatch when he piloted the Mercury Atlas 6 spacecraft on the first US crewed space flight to orbit the Earth.[9] This stopwatch was the backup clock for the mission. It was started manually by Glenn 20 seconds into the flight. It is currently on display at the San Diego Air and Space Museum.
The Autavia chronograph was introduced in 1962 and featured a rotating bezel, marked in either hours, minutes, decimal minutes (1/100 minute increments), or with a tachymeter scale.
Automatic chronographs
In the mid-1960s, Heuer partnered with Breitling and Hamilton (and in competition with Seiko and Zenith) 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.[10]
Heuer's first automatic chronographs were the Autavia, Carrera, and Monaco. 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 Heuer's 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.
1970s
In 1975, Heuer introduced the Chronosplit, a digital chronograph with dual LED and LCD displays. 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 5100—Reference 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.[11]
1980–present
TAG Heuer was formed in 1985 when TAG Group (Holdings) S.A., manufacturers of high-tech items such as ceramic turbochargers for Formula One cars, acquired Heuer. Akram Ojjeh, the owner of TAG Heuer sold a significant stake of the company to British businessman Ron Dennis.[12]
In 1999 TAG Heuer accepted a bid from LVMH Moët Hennessy Louis Vuitton S.A. of CHF 1.15 billion (£452.15 million, USD 739 million), contingent upon a transfer of 50.1 percent of stock.[13]
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.[14]
Motto and slogan
A company slogan of TAG Heuer is "Don't Crack Under Pressure".[16][17] The slogan was originally introduced in 1991.[17]
Watch manufacturing
Watches
TAG Heuer's current lines include Formula One, Aquaracer, Link, Carrera, Monaco, Connected, Autavia, and Heuer Heritage.
Some of the more recently announced models include the Monaco V4 (the movement of which is driven by belts rather than gears);[18] the Carrera Calibre 360 (the first mechanical wrist chronograph to measure and display time to 1/100 of a second[19]) 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).[20]
London-based Christoph Behling has been the lead designer for TAG Heuer since 2004. The collaboration has resulted in some of the brand's most celebrated pieces including the world's fastest chronograph, the Mikrogirder 1/2000, launched in 2012.[21]
Notable patrons and owners
TAG Heuer, in keeping with its brand image, has long-standing links with the world of sport and Hollywood. The brand has had a long list of sports and Hollywood ambassadors.[41] In addition, TAG Heuer has paid numerous celebrities to endorse its products, including: Tom Brady, Ayrton Senna, Kevin Richardson, Cristiano Ronaldo, Chris Hemsworth, Jessica Michibata, Tiger Woods, Leonardo DiCaprio, Brad Pitt, Sarah Fisher, Louis Koo, Chen Daoming, G.E.M. Tang, Jeff Gordon, Maria Sharapova, Jeremy Lin, Juan Pablo Montoya, Kimi Räikkönen, Uma Thurman, Fernando Alonso, Summer McIntosh, Lewis Hamilton,[42] Max Verstappen, Sergio Pérez, Therese Johaug, Shah Rukh Khan, Priyanka Chopra, Cameron Diaz, Sydney McLaughlin,[43]
Sponsorship
In the past, TAG Heuer has been the official timekeeper of the three Summer Olympic Games of the 1920s,[4] the Skiing World Championships and the Formula One World Championship. They have returned to the role of Formula One timekeeper from 2025 onwards, resuming the role they held prior to 2013.[50]
TAG Heuer is the official time keeper and sponsor of La Liga, Bundesliga, Ligue 1, Serie A, J1 League, and Major League Soccer.
Since 2011, TAG Heuer has sponsored the Monaco Grand Prix, becoming a title sponsor of the event in 2025.
From 2017 to 2020, TAG Heuer was the official timekeeper for Gran Turismo Sport, a racing video game that was released on PlayStation 4.[51][52]
Explanatory notes
External links
References
- Company Profile, Information, Business Description, History, Background Information on TAG Heuer S.A. referenceforbusiness.com, Advameg Inc., retrieved 4 December 2015^
- Victoria Gomelsky. Virtual Reality Takes Fans Inside the World of Watches The New York Times, 14 November 2016, retrieved 17 November 2018^
- Watchpedia.info. Watch Company History: Tag Heuer from 1860 to 2005