TAG Heuer is a name synonymous with precision, performance, and luxury. It has a rich history that spans over 160 years. From its early beginnings in Switzerland to becoming a leading brand in the luxury watch industry, TAG Heuer has driven innovation in the world of watchmaking.
Discover the history of TAG Heuer, tracing its journey from a small watchmaking workshop to a global icon in the world of luxury timepieces.
The Early Days Of TAG Heuer
The story of TAG Heuer begins in 1860. Edouard Heuer established his workshop in the Swiss Jura region, in a town called St-Imier. The company was called Uhrenmanufaktur Heuer AG, which translates to Heuer Watchmaking Inc. in English.
In 1864, Edouard Heuer returned to his hometown of Brugg, just a few kilometers from Bienne, where he established an atelier under the name Edouard Heuer & Compagnie. A few years later, he relocated to Bienne to benefit from the municipality’s incentive of a three-year tax exemption for new businesses.
From the outset, Heuer was focused on producing high-quality pocket watches. In 1887, Heuer introduced the oscillating pinion, which he patented. This was a groundbreaking invention that revolutionized chronograph mechanisms and is still relevant in modern watchmaking.
TAG Heuer In The 20th Century
The early 20th century saw Heuer continue to push the envelope with new technologies. In 1916, the company introduced the Mikrograph, the world’s first stopwatch accurate to 1/100th of a second. This set a new standard for precision in timekeeping.
This innovation established Heuer as a leader in sports timing. The brand became the official timekeeper for numerous major sporting events, such as the Olympic Games.
TAG Heuer’s 1980s Re-Birth
In 1985, Heuer merged with TAG (Techniques d’Avant Garde). This was when the brand became known as TAG Heuer.
The merger married Heuer’s heritage in horology with TAG’s expertise in advanced technology. This helped to gain a wide appeal to a new generation of consumers.
One of the most iconic watches from this era is the TAG Heuer Formula 1, launched in 1986. This collection brought bold colors and advanced materials, capturing the spirit of Formula 1 racing and cementing TAG Heuer’s reputation as a brand that embraces both sport and style.
TAG Heuer Today
Throughout the 1990s and into the 21st century, TAG Heuer continued to innovate, developing new technologies and striking designs. In 2004, the brand launched the Monaco V4, the world’s first watch with a belt-driven movement.
TAG Heuer also embraced digital innovation with the launch of the TAG Heuer Connected watch in 2015 - the brand’s first luxury smartwatch. The watch demonstrated TAG Heuer’s ability to blend tradition with modernity. It combines the precision of a Swiss timepiece with the functionality of a smartwatch.
TAG Heuer continues to be associated with speed, performance, and a relentless pursuit of excellence. The brand is beloved by celebrities and top athletes alike.
Who Owns TAG Heuer Now?
As of September 2024, TAG Heuer is owned by the international conglomerate LVMH (Louis Vuitton Moet Hennessy).
Who Is The CEO Of TAG Heuer?
The current CEO of TAG Heuer is Antoine Pin, succeeding Julien Tornare. Tornare was CEO for only a few months, from early 2024 until September.
Where To Buy TAG Heuer Watches?
If you’re looking to add a TAG Heuer watch to your collection, myGemma offers a wide selection of luxury timepieces from this iconic brand.
With options ranging from classic models like the Carrera to the Monaco, myGemma provides an easy and trusted way to shop for authentic TAG Heuer watches. Each watch listed on myGemma is meticulously authenticated by our in-house experts, ensuring you receive genuine products with a money-back guarantee for your peace of mind.
For exclusive access to the latest styles and deals, download the myGemma app or join one of our live shows.
How To Sell TAG Heuer Watches Online?
If you’re considering selling your TAG Heuer watch, myGemma makes the process fast and straightforward.
To get started, simply fill out our online form with details about your watch. A member of the myGemma team will review your submission and provide a competitive price quote. If you choose to accept the offer, from price quote to payment it can take as little time as 24 hours.
Selling your TAG Heuer watch through myGemma not only gives your luxury timepiece a second life but also supports a more sustainable, circular economy. Plus, for every transaction, myGemma plants a tree, adding an eco-friendly touch to your buying or selling experience.
