27 Mar. Jack Heuer tells the story of TAG Heuer in The Times of My Life

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    Jack Heuer

Jack Heuer leafs through the pages of Swiss watchmaking history in a fascinating biography that retraces his exceptional career in the Swiss industry.

The story begins in 1860. Jack W. Heuer is the great-grandson of Edouard Heuer, who in that year founded a small watchmaking workshop in Saint Imier called “Ed. Heuer & Co”. One hundred and fifty-four years later, the spiritual father of TAG Heuer and Honorary Chairman of the Swiss brand reveals his secrets in an autobiography entitled The Times of My Life.


The story of the last living legend in Swiss watchmaking had never yet been committed to paper. As the last member of the Heuer family professionally active in the watchmaking industry, Jack Heuer felt it his duty to write: “I represent the fourth generation of the Heuer family. Both my professional and my personal life have been inextricably linked with the watchmaking industry. I wanted to share my history and my stories with you.”

An opportunity for him to undertake some serious introspection in looking back over a long career brimming with unexpected developments and to sort through the many anecdotes that he has been passionately recounting ‘live’ to friends of the brand for more than 50 years.

“Jack’s greatest achievement is to have succeeded in placing a ‘Monaco’ chronograph on the wrist of Steve McQueen during the shooting of the film Le Mans in 1970” declares Jean-Christophe Babin, ex-CEO of TAG Heuer (2001-2013) in the preface to the book. He adds “Without Jack’s vision and inspiration over the years at the helm of the family business, TAG Heuer would never have achieved the success it enjoys today.”

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