TAG Heuer

TAG Heuer (née Heuer, and adapted to TAG Heuer when acquired by Techniques d’Avant-Garde in 1985) first came into existence in 1860 in Saint-Imier, before moving to Bienne, and eventually to its current residence in La Chaux-de-Fonds. The brand’s foundations centred around precision timing, with mechanical chronographs at the core of its offering for decades upon decades. Of the many members of the Heuer family to leave their respective mark on the brand, TAG Heuer would not be what it is today without arrival of Jack Heuer in 1958. Responsible for the brand’s most iconic models, including the Monaco, Autavia, of course the Carrera, Jack brought Heuer into the forefront of motorsport culture. By partnering with a small group of other brands in the region, Heuer became the first Swiss brand to bring an automatic chronograph to the international market with the much-loved Caliber 11 movement that remains sought after by watch collectors around the globe.


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