Watchmaking history

1887 - TAG Heuer patents the oscillating pinion

Major improvement in the chronograph industry: TAG Heuer invented the famous 'oscillating pinion' for mechanical stopwatches. In 1887, the Oscilating Pinion was patented. It is still used to this day by leading manufacturers in sic production of mechanical chronographs and for example in the Calibre 1887, the fourth movement developed and produced in-house by TAG Heuer.

The Oscillating Pinion

1895 - Patent of the TAG Heuer water-resistant case

The patent for one of the first water-resistant cases for pocket watches.

Patent Of The TAG Heuer Water-resistant Case

1908 - Pulsometer dial patent

The company obtains a patent for a Pulsometer dial still used today by doctors.

Pulsometer Dial Patent

1910 - One of the first TAG Heuer patents

The first TAG Heuer patent
Edouard Heuer patented a keyless, crown-operated winding system for pocket watches.

First TAG Heuer Patents

1911 - Time of Trip

The 'Time of Trip', the first dashboard chronograph patented by TAG Heuer in 1911, was designed for aircraft and automobiles. Its 11-cm diameter and its size are well suited for installation on all types of dashboards. The large hands at the centre of the dial indicate the time. The small pair of hands, at the 12 o'clock position, give the duration of the trip (not exceeding 12 hours). The same button is used to start, stop and reset the clock. A small window at the 3 o'clock position serves to monitor the proper operation of the device.

Time Of Trip

1912 - Women's wristwatches

Heuer begins producing women's wristwatches.

Women's Wristwatches

1914 - The first wrist worn chronographs

Introduction of the brand's first wrist chronographs with a silver case, enamelled dial and luminous hands. This large wrist chronograph is fitted with the same mechanics, powered by a pocket watch movement. Its crown and integrated button for start, stop and reset are located at 12 o'clock.

The First Wrist worn Chronographs

1916 - Semikrograph and Semicrosplit accurate to 1/50th of a second

The 'Semikrograph' and the 'Semicrosplit' measure time to 1/50th of a second. The 'Semicrosplit' version can measure two events simultaneously thanks to its fly-back hand. Semikrograph And Semicrosplit Accurate To 150th Of a second

1916 - Mikrograph and Microsplit: accurate to 1/100th of a second

TAG Heuer invents the 'Mikrograph' and the 'Microsplit', the world's first sports stopwatches with a precision of 1/100th of a second. The 'Microsplit' version can measure two events simultaneously thanks to its fly-back hand. These new developments revolutionized science, industry and watchmaking, and made TAG Heuer the natural choice as the official supplier of timing instruments for the 1920 Olympic Games.

Mikrograph And Microsplit Accurate to 1100th Of a second

1920 - Sports chronometers

This chronograph and these enamelled dial sports stopwatches are fundamental pieces of the collection. Top: split-second chronograph with fly-back hand. Left: sports stopwatch with two fly-back hands. Sports Chronometers

1930 - Chronograph for pilots

In the 1930's, TAG Heuer is producing chronographs specially designed for pilots, with the same cases and dial as other pilots' watches of the period. Now the company introduces one-button and two-button versions. (These chronographs later inspired the Targa Florio chronograph, re-issued by TAG Heuer in 1996). Chronograph For Pilots

1933 - The Autavia dashboard instrument

Creation of the first dashboard instrument for automobile and aviation : 'Autavia'(contraction of AUTomobile and AVIAtion). Later in 1933, TAG Heuer introduced the first dashboard featuring an 8-day movement, the 'Hervue' dashboard which ran for 8 days without winding The Autavia Dashboard Instrument

1939 - Water-resistant wrist chronograph

Launch of a water-resistant wrist chronograph recognizable in their round push-buttons.

Water-resistant Wrist Chronograph

1948 - Auto-Graph

Launch of the 'Auto-Graph' model, a wrist chronograph with a tachometer scale and a manual reference hand. Launch of the 'Auto-Graph' model, a wrist chronograph with a tachometer scale and a manual reference hand.

Auto-graph

1949 - Solunar

Launch of the 'Solunar', the first watch with a tide indicator. It had an initial production run of 1,000 pieces. Solunar

1950 - Mareograph

Launch of the 'Mareograph' - called the 'Seafarer' in the United States. The world's first chronograph with a tide level indicator and dial for regattas. Mareograph

1955 - Twin-time

Introduction of the 'Twin-time' model, a self-winding wristwatch with a second time zone indicator. By pressing the push-button at the 2 o'clock position, the small hand can be moved separately to indicate the local time. Twin-time

1960 - The Sebring

TAG Heuer launches the split-second 'Sebring' stopwatch around 1960. The Sebring

1963 - Launch of the 'Carrera' chronograph

Jack Heuer launches the 'Carrera' as a tribute to this exciting race 'Carrera Panamericana Rally' of the 50's: the first chronograph with a pure and functional dial design featuring a wide dial opening and a 1/5th of a second scale on the flange. This model rapidly becomes the watch of the champions and a best seller worldwide.

Launch Of The 'Tag Heuer carrera' Chronograph

1963 - The Film-Master in Hollywood

During the 1960's and the 1970's, the legendary 'Film-Master' model was used by Hollywood's most famous movie directors to time film sequences. The Film-master In Hollywood

1966 - Mikrotimer: 1/1,000th of a second

TAG Heuer introduces a worldwide first: the 'Mikrotimer', the first miniaturized electronic timing instrument with a precision of 1/1,000th of a second. Mikrotimer 11000th Of a second

1968 - The Camaro chronograph

Chronograph 'Camaro' with a hand winding movement, 1/5th of a second accuracy, 30-minute and 12-hour counters. Tachometer scale. Steel case. The name refers to the Chevrolet Camaro, a popular sports car.

The Camaro Chronograph

1969 - Chronomatic with microrotor

Launch of the first automatic chronograph movement with a micro-rotor: the 'Chronomatic' (Calibre 11, rapidly replaced by the Calibre 12) was developed and launched by TAG Heuer in 1969. Three wrist chronograph models are fitted with the chronomatic: the 'Autavia', the 'Carrera'and the new 'Monaco'. Chronomatic with Microrotor

1969 - Autavia and Carrera automatic chronographs

Introduction in 1969 of the 'Autavia' and the 'Carrera' chronographs fitted with the 'Chronomatic'. On the left, the 'Autavia' model with a tachometer scale. On the right, the elegant 'Carrera' model. They also have a date display. Autavia And Tag Heuer Carrera Automatic Chronographs

1970 - Steve McQueen and his fabled 'Monaco'

A time of passion: the brand becomes a reference for Steve McQueen. He wore the 'Monaco' chronograph during the making of the film Le Mans in 1970, and became the brand's official worldwide ambassador. Steve Mcqueen And His Fabled 'monaco'

1972 - Calculator

Model of the Calculator Series: Automatic chronograph, 1/5th of a second accuracy, 30-minute counter, date at 6.

Calculator

1972 - The Montreal chronograph

The characteristic of the 'Montreal' model is the cushion-shaped case that was so popular in the 1970's and 1980's. The name refers to the Canadian race track. The Montreal Chronograph

1972 - The Temporada chronograph

Not everything that glitters is gold: the 'Temporada' was a chronograph housed in a plastic case that was painted gold and could only be opened from the dial side - an unusual style. The movement is a Valjoux 7733. The Temporada Chronograph

1974 - The Silverstone chronograph

Launch of the 'Silverstone': an automatic chronograph with 1/5th of a second accuracy, 30-minute and 12-hour counters, date, with a chronomatic movement. The name refers to the famous english race track. The Silverstone Chronograph

1975 - Microsplit with LCD display

The 'Microsplit', the world's first LCD pocket-size quartz stopwatch accurate to 1/100th of a second was invented and manufactured by TAG Heuer, designed by the famous designer Richard Sapper Microsplit With Lcd Display

1976 - The Daytona chronograh

The automatic Chronograph 'Daytona' was a successful model fitted with a development based on the first automatic chronograph movement, Calibre 11. Its characteristics are: 1/5th of a second accuracy, 30-minute and 12-hour counters, date and tachometer scale. The name refers to the american race track. The Daytona Chronograh

1977 - The Chronosplit Manhattan GMT

Launched in 1977, the 'Chronosplit Manhattan GMT' is the world first chronograph combining analogic and digital displays. The Chronosplit Manhattan GMT

1982 - 2000 Series

Launch of the '2000 Series', the original Professional Sports Watch with the famous 6 features created in 1982: water-resistance to 200 meters, Screw-in crown, Unidirectional turning bezel, Sapphire Crystal, Luminous hands and hours markers, Double safety clasp.

2000 Series

1986 - The Formula 1 series

Launch of the TAG Heuer Formula 1 which combines steel and fiberglass. The Formula 1 Series

1987 - Six Features

Introduction of the Six Features advertising campaign using the famous photo of Ayrton Senna: 'Champagne-resistant to 200 meters'. Six Features

1997 - Launch of the Kirium

Launch of the 'Kirium' series, an exceptional line embodying a fusion of form and function through a judicious combination of technology and design. Launch Of The Kirium

1999 - Launch of the Alter Ego

Launch of the first TAG Heuer watch exclusively dedicated to women: 'Alter Ego'. Among the 5 new women ambassadors endorsing the new Alter Ego series, 3 world class champions and 2 world famous actresses: Kristen Scott Thomas and Helena Bonham Carter Launch Of The Alter Ego

2000 - Launch of the Kirium Ti5

Launch of the first ever polished watch with a special alloy of titanimum (Ti5) coming from McLaren F1 factories: the Kirium Ti5. Launch Of The Kirium Ti5

2001 - Monza Calibre 36

Presentation of the Classics chronograph Monza Calibre 36. The exceptional Calibre 36 automatic movement is capable of measuring time to 1/10th of a second. Monza Calibre 36

2001 - Launch of the Kirium F1

Crafted for the avant-garde, the TAG Heuer 'Kirium Formula 1' is a feast of technical achievements: The modern analog watch with digital chronograph functions, accurate to 1/100th of a second. Launch Of The Kirium F1

2003 - Monaco Sixty Nine

Launch of the 'Monaco Sixty Nine': TAG Heuer reinvents its icon. With its extraordinary technical performance, this 'concept watch' combines in one and the same case the Monaco's manual-winding movement with a digital chronograph movement on the reverse side. In 2004, the 'Monaco Sixty Nine' wins the Best Design Prize at the Geneva Grand Prix d'Horlogerie. Monaco Sixty Nine

2003 - Mikrotimer: 1/1,000th of second

Launch of the 'Mikrotimer': the first Swiss Wrist Timekeeping Instrument accurate to 1/1,000th of a second. Mikrotimer 11000th of second

2004 - The V4 concept watch

TAG Heuer touched off a true revolution in watchmaking circles with the launch of the new 'Monaco V4' Concept Watch at Baselworld 2004. As the first mechanical movement of the third millennium, its operation involves the use of belts, a linear weight, ceramic ball-races and four V-mounted barrels. Its bold design reflects this revolutionary technology.

The Monaco V4 Revolution

2004 - Indy 500 chronograph

Indy 500 chronograph': the exclusive chronograph showing TAG Heuer's involvement with IRL and the Indy 500. Since 2004, TAG Heuer is the Official Timekeeper of the Indy Racing League and Indy 500 Race, and masters the challenge of measuring 1/10,000th of a second. Indy 500 Chronograph

2004 - 2000 Aquaracer

TAG Heuer launches the '2000 Aquaracer', the high-tech and design professional water sports watch for dress-up or dive-deep. 2000 Aquaracer

2005 - Creation of the Calibre 360

Launching its Calibre 360, the very first mechanical wrist chronograph accurate to 1/100th of a second, TAG Heuer again demonstrates its avant-garde spirit and precision craftsmanship in mechanical watchmaking. Creation Of The Calibre 360

2005 - Professional Golf Watch

Launch of the first ever professional golf watch, the Professional Golf Watch. It would go on to win a Chicago Athenaeum Good Design Award (2006) and a FENNIA Design Award (2007).

Professional Golf Watch

2006 - Monaco Calibre 360 LS

Introduction of the Monaco Calibre 360 LS (Linear Second) Concept Chronograph at Baselworld. Monaco Calibre 360LS

2006 - The Carrera Calibre 360 Rose Gold

Produced in a limited edition, the Carrera Calibre 360 Rose Gold wins the Sports Watch prize at the Geneva Grand Prix d'Horlogerie. The Tag Heuer Carrera Calibre 360 Rose Gold

2007 - Grand CARRERA by TAG Heuer

On the occasion of the DREAM MACHINES DRIVEN BY GENEROUS HEARTS project, TAG Heuer introduced the new Grand CARRERA by TAG Heuer. It is powered by the exclusive TAG Heuer Calibre RS automatic movements, the first mechanical line of movement engineered with rotating system indicators. Among its many premium features is the ingenious GT car engine-inspired Rotating System, making it possible to replace conventional hands with a disk displaying even clearer functional information on the dial. Tag Heuer Grand CARRERA By TAGHeuer

2007 - Link Calibre S

With an electro-mechanical movement, the Calibre S combines the precision of quartz with the sophistication of mechanical functions. Its bi-directional motors make it so simple to use and read that it is the natural, avant-garde 'driver' of the new Link Calibre S. Link Calibre S

2008 - Grand Carrera Calibre 36 RS Caliper

TAG Heuer sets a new milestone by integrating its latest Concept Chronograph, the Grand CARRERA Calibre 36 RS Caliper, into the dashboard of a Ken Okuyama-designed and TAG Heuer-inspired GT sportscar.

GC Calibre 36 Caliper Concept Chronograph

2009 - TAG Heuer Monaco V4

For its 150th anniversary, TAG Heuer brings to commercial reality its boldest breakthrough innovation since the 1/100th of a second mechanical chronograph.

 

In 2004, the company unveiled the Monaco V4 Concept Watch, the world’s first watch with belt drives, linear mass and ball bearings. On the eve of its 150th anniversary, TAG Heuer has achieved the unbelievable, unveiling to the world what many industry insiders said would never see the light of day: The Monaco V4 in commercial production. Double-patented Monaco V4, 100% TAG Heuer-made, outdoes its own legacy. A bold technical masterwork unlike any watch ever seen or imagined, it both exemplifies luxury Swiss watchmaking tradition at its finest, and completely turns that heritage upside down and inside out.

Once again, with this boldest creation yet, TAG Heuer stakes claim to the leading edge of design innovation and honors its world-famous motto: “Swiss Avant-Garde since 1860”.

TAG Heuer Monaco V4

2010 - The calibre 1887 manufacture movement

A NEW MEASURE OF EXCELLENCE AND A NEW GENERATION OF HIGH-QUALITY MECHANICAL CHRONOGRAPH MOVEMENTS

 

Vibrating 28,800 times per hour, the Calibre 1887’s 39-jewel, 29.3mm x 7.13mm movement is made of 320 components and has a 50-hour power reserve. A powerful, robust and easy to maintain engine, it houses an audaciously re-engineered version of its inspiration, the brand’s 1887-patented oscillating pinion, along with a matching column wheel.

The oscillating pinion, patented in 1887 by Edouard Heuer, works in tandem with the column wheel, in much the same way as an automobile transmission.

The column wheel, which coordinates the start, stop and return-to-zero functions of the chronograph hand, functions like a gearbox. The smoothness and precision of its super-soft click start is a recognized element of high-end watchmaking excellence.

The calibre 1887 manufacture movement

2010 - TAG Heuer Carrera 1887 collection

TAG Heuer unveils its new 21st century integrated column-wheel automatic chronograph movement in a new generation of the CARRERA, the legendary sports chronograph series designed by Jack Heuer in 1964 and an icon of refined taste ever since.

 

The TAG Heuer Carrera 1887 Chronograph is the 21st century design evolution of the 1964 icon, more than ever celebrating and emphasizing its original minimalism, purity, readability and understated elegance. A “Grand Classique” re-invented for TAG Heuer’s 150th Anniversary, it is faithful to the original in design and spirit, but its radical new “engine”, the Calibre 1887, turns it into a 3rd Millennium chronograph in terms of size, quality, performance and accuracy.

TAG Heuer Carrera 1887 collection

2010 - Pendulum

TAG HEUER PENDULUM CONCEPT: A POTENT NEW TECHNICAL MILESTONE IN MECHANICAL MOVEMENTS

 

The TAG Heuer Pendulum Concept is the first-ever magnetic oscillator without hairspring capable of providing a restoring torque comparable to that of a hairspring: the basic principle of the Swiss anchor escapement is therefore unchanged, but the absence of mass and therefore inertia allows for much larger frequencies. Theoretical precision is significantly higher as it is possible to oscillate at small angles (the elementary principle of oscillator accuracy) without altering the return torque and, especially important, without causing geometric deformations.

Pendulum

2011 - Mikrograph

TAG Heuer introduces the first ever column wheel integrated mechanical chronograph displaying the 1/100th of a second with a striking central hand allowing an easy reading: the HEUER CARRERA MIKROGRAPH 1/100th Second Chronograph. Entirely designed, patented, developed and manufactured in La Chaux-De-Fonds, "TAG Heuer Haute Horlogerie" workshop also crafting the Monaco V4, this new major innovation from TAG Heuer confirms the company 150 years leadership in mastering ultimate accuracy, speed and high complexity mechanical movements.

Mikrograph

2011 - Monza

In Motor Racing, the fastest track by far is Monza, home of the Italian Grand Prix in the Formula One World Championship. TAG Heuer’s link to the legendary goes back to a warm day in September 1975, when Swiss driver Clay Regazzoni took first place at Monza, and his teammate, Niki Lauda, took third, which was enough for him to win the Formula One World Championship for Ferrari. Both Ferrari cars had the name “HEUER” emblazoned on their chassis — the brand had been the team’s official timekeeper since 1971. To honor the result, Jack Heuer reworked an existing coussin-shaped 1930’s model in a special limited series. Equipped with a high-speed Calibre 15 movement, the stunning new chronograph sported the name “MONZA” above the HEUER logo on the upper part of the dial. It has become one of the brand’s most coveted watches.

Monza

2012 - Mikrotimer Flying 1000

The TAG Heuer Carrera Mikrotimer Flying 1000, the world’s first mechanical wrist chronograph to measure and display 1/1,000th of a second sets a new milestone in mechanical precision. It is 125 times more accurate than the most famous mechanical chronographs on the market — thanks to a heart beating at the unbelievable speed of 3,600,000 beats-per-hour!

Mikrotimer Flying 1000

2012 - Mikrogirder

Simpler, faster and more efficient than science dreamed possible, impervious to gravity and dramatically reducing isochronous error, potentially easier to manufacture and able to precisely measure time to a phenomenal 5/10,000th of a second today, and probably even more precisely tomorrow…

 

The MIKROGIRDER is the fastest mechanical regulator ever crafted and tested. Overturning three centuries of watchmaking convention in the way mechanical energy is generated, stored and regulated, the MIKROGIRDER opens a promising new era in watchmaking, with potentially powerful and energy-sparing new movements precise to ever-smaller fractions of time.

Accurate to an unprecedented 5/10,000 of a second, the MIKROGIRDER is a completely new regulator system - a coupling beam/girder and excitatory beam/girder system working with a linear oscillator (versus a spiral shape in a classical hairspring) that vibrates isochronously at a very small angle, as opposed to a traditional watch, which vibrates at an angle of up to 320 degrees.

The advantages are numerous. In a classic spiral hairspring system, the effect of gravity due to mass is a dominant issue. With the MIKROGIRDER, the problem no longer even exists. There is no loss of amplitude and the movement's frequency can be modulated on a very large spectrum of frequency without overburdening the power supply. The result is a significant increase in precision (division of time) and performance (frequency accuracy and stability). The MIKROGIRDER energy performance will enable TAG Heuer chronographs to attain ultra-high frequencies never before dreamed possible. Ten patents are pending on this breakthrough.

Mikrogirder

2012 - Link lady diamond star

The DIAMOND STAR, a vibrant tribute to femininity that captures the essence of this series of timepieces. With its Haute Couture influence, this conceptual masterpiece is set outside of time and gravity, like on a divine catwalk show.

Such elegant artistry is possible because the watch is fitted with an oscillating weight that is larger than the movement it graces, while a complex sapphire crystal construction keeps the movement centred in the case. The result is almost magical: the automatic movement floats in space, the oscillating mass executes a skillfully choreographed ballet and the diamonds are like shooting stars flickering in the rich stellar skies of the galaxy.

Link lady diamond star

2012 - new Link lady Collection

This new range is dedicated to beautiful and rebellious women and instinctively feels at home on the wrist of Cameron Diaz – who said when discovering the new collection : “The Link Lady is more than a timepiece, it’s a piece of jewellery. When I put It on my wrist, I don’t feel It. It is easy-to-wear, sparkling, and feminine“.

The instantly recognisable and emblematic LINK bracelet with its S-shaped links has been redesigned. A single principle unifies the design: elegance - comfort and poetry were combined to produce pure pleasure.

new Link lady Collection

1957 - The Ring Master, a worldwide first

Launch of the 'Ring Master' stopwatch - a world first - interchangeable rings of scale for timing various sports with readings down to 1/5th of a second, central minute-hand. The Ring Master, A Worldwide First

1973 - Accuracy to 1/100th of a second

The company introduces the Microsplit 820 the world's first quartz, pocket-sized sports timer (solid-state and digital display) accurate to 1/100th of a second. Accuracy To 1/100th Of A Second

2002 - 'Oracle BMW Racing' - Louis Vuitton Cup

TAG Heuer sponsors Chris Dickson, Peter Holmberg and the Oracle BMW Racing team, the Americas Cup challenger, during the Louis Vuitton Cup.

'Oracle Team USA BMW Racing' - Louis Vuitton Cup

1860 - Edouard Heuer

At the age of twenty, Edouard Heuer sets up a watchmaking workshop in St.Imier in the Swiss Jura region.

Edouard Heuer

1876 - English subsidiary establishment

Edouard Heuer establishes a subsidiary in London.

English Subsidiary Establishment

1883 - TAG Heuer at the Amsterdam International Exhibiton

The company wins a silver medal at the International Exhibiton in Amsterdam. TAG Heuer At The Amsterdam International Exhibiton

1887 - Edouard Heuer's son becomes part of the management.

Edouard Heuer's son, Jules-Edouard becomes part of the management.

Edouard Heuer'son

1888 - Jules-Edouard Heuer

The company is awarded a patent for a repeater watch with automatic chiming.

Jules-edouard Heuer

1889 - TAG Heuer at the Paris World Fair

TAG Heuer wins a silver medal at the Universal Exhibition in Paris, for its collection of pocket chronographs.

TAG Heuer At The Paris World Fair

1891 - Charles-Auguste Heuer

Charles-Auguste Heuer joins the company after working in London at Edwin V. Streeter Ltd, an authority in semi-precious stones, and obtaining a diploma in gemology.

Charles-auguste Heuer

1892 - Edouard Heuer death

Edouard Heuer dies on April 30th, at the age of fifty-two.

Edouard Heuer Death

1910 - The american market

Henri Freund & Bros. takes on the distribution of Heuer products for the American market.

The American Market

1923 - Hubert Heuer

Hubert Heuer, the youngest son of Charles-Auguste Heuer, joins the company at the beginning of the year as U.S. commercial director. Hubert Heuer

1924 - Timekeeper of the Paris Olympic Games

Paris Olympic Games: TAG Heuer split second pocket chronographs were selected as official stopwatches used at the Olympic Games on 3 consecutive occasions: Antwerp in 1920, Paris in 1924, Amsterdam in 1928.

Timekeeper Of The Paris Olympic Games

1928 - Timekeeper of the Amsterdam Olympic Games

Amsterdam Olympic Games: TAG Heuer split second pocket chronographs were selected as the official stopwatch used at the Olympic Games on 3 consecutive occasions: Antwerp 1920, Paris 1924, Amsterdam 1928.

Timekeeper Of The Amsterdam Olympic Games

1931 - Professor Auguste Piccard wears a TAG Heuer

The city of Biel presents Professor Auguste Piccard with a gold TAG Heuer chronograph, fitted with a 17-line movement, in commemoration of his balloon flight into the stratosphere with Biel physicist Kipfer. Professor Auguste Piccard Wears A TAG Heuer

1934 - The Basel Watch Fair 1934

TAG Heuer participates for the first time at the Basel Watchmaking Fair.

The Basel Watch Fair 1934

1945 - General Eisenhower wears a TAG Heuer

General Eisenhower buys a TAG Heuer chronograph with a steel case. General Eisenhower Wears A TAG Heuer

1947 - TAG Heuer worn by the world's elite

Prince William of Sweden and Harry S. Truman each wear a gold TAG Heuer chronograph. TAG Heuer Worn By The World's Elite

1958 - Jack Heuer

Jack Heuer, Charles-Edouard Heuer's son, joins the company. Jack Heuer Watch History

1959 - The american subsidiary

Jack Heuer sets up the Heuer Timer Corporation as a subsidiary in the USA. The American Subsidiary

1962 - The first Swiss watchmaker to go into space

TAG Heuer becomes the first Swiss watchmaker to go into space. On February 20, John Glenn makes the first manned American space flight, orbiting the Earth three times in five hours. On his wrist is a Heuer stopwatch. The First Swiss Watchmaker To Go Into Space

1965 - Evolution of the Carrera

TAG Heuer improves the 'Carrera' model with a major innovation: this model was the world's very first wrist chronograph with a digital date display printed on a disc (top). It supplements the traditional 'Carrera' model fitted with a 12-hour register and with a second hand register (below). Evolution Of The Tag Heuer Carrera

1967 - Emil Mosbacher's 'Intrepid' - America's Cup

Intrepid and its skipper Emil Mosbacher win the America's Cup with Heuer chronographs on board. Emil Mosbacher's 'intrepid' - America's Cup

1970 - Clay Regazzoni

The famed Team Ferrari driver, Clay Regazzoni, wears the brand's logo on his driving suit. Clay Regazzoni

1971 - Ferrari chooses TAG Heuer

As sponsor and official timekeeper of Team Ferrari from 1971 to 1979, TAG Heuer was associated with all of its legendary drivers: Jacky Ickx, Clay Regazzoni, Mario Andretti, Carlos Reutemann and Jody Scheckter. In his Ferrari, Niki Lauda won the drivers' championships world title in 1975 and 1977. Ferrari Chooses TAG Heuer

1978 - Olympic Games in Lake Placid and Moscow

As part of the Swiss Timing organisation, TAG Heuer was asked once more to be one of the Official Timekeepers of the Olympic Games in Lake Placid and Moscow in 1980. For this occasion, TAG Heuer launches a special edition of the Microsplit that is the official stopwatch of the 1980 Olympic winter Game.

Olympic Games In Lake Placid And Moscow

1985 - Mike Birch's 'Formule TAG' - Route du Rhum

The fabulous multihull, the 'Formule TAG', skippered by Mike Birch, and one of the first Kevlar and carbon fibre trimarans, set a 24-hour speed record. In 1986, he is in 4th place of the Route du Rhum with the Tag Heuer multihull. Mike Birch's 'formule TAG' - Route Du Rhum

1987 - The 'S/el'

TAG Heuer launches the 'S/el series' combining sports and elegance. This TAG Heuer model is most representative of the brand's success, with its exclusive design featuring a distinctive S-shaped link bracelet. The 's/el'

1988 - TAG Heuer ambassador Ayrton Senna

Ayrton Senna becomes a TAG McLaren Mercedes driver and TAG Heuer ambassador. Thanks to his charisma, this multiple world champion, who became the representative of the 'S/el series', was a TAG Heuer ambassador for many years.

TAG Heuer Ambassador Ayrton Senna

1989 - Timekeeper of the Ski Federation World Cup

In 1989, TAG Heuer became the official timekeeper for the Ski World Cup and supplied timekeeping devices to the American and Canadian federations.

Timekeeper Of The Ski Federation World Cup

1991 - Don't crack under pressure

The Don't crack under pressure campaign is a tribute to both the brand's and its ambassadors' determination. It illustrates the pressure of sports and the intense concentration required of athletes in view of the fact that the practice of sports is more mental than physical. Don't Crack Under Pressure

1992 - Official timekeeper of Formula 1

TAG Heuer becomes the Official Timekeeper of the FIA (Fédération Internationale de l'Automobile) Formula One World Championships. Official Timekeeper Of Formula 1

1993 - Titouan Lamazou's 'TAG Heuer' - Jules Verne Trophy

The largest composite racing monohull ever built, christened the 'TAG Heuer' and built for French skipper Titouan Lamazou during the 'Jules Verne Trophy', was a precedent-setting project in both sporting and technological terms. Titouan Lamazou's 'TAG Heuer' - Jules Verne Trophy

1994 - New Basel booth

TAG Heuer unveiled a daring new exhibition booth at Baselworld 1994. Created by Italian architect Ottavio di Blasi, the arch-shaped stand, the first building in the world with a carbon fiber structure, reflected not only the brand's commitment to avant-garde design and aesthetics, but also many of its key values, including balancing modernity with tradition, and tension with force.

New Basel Booth

1995 - Chris Dickson's 'TAG Heuer Challenge' - America's Cup

TAG Heuer introduced its own crew in the America's Cup with Chris Dickson (NZ) and the 'TAG Heuer Challenge'. Then, in 1997, the company again sponsors Chris Dickson in the Whitbread round-the-world race.

Chris Dickson's 'TAG Heuer Challenge' - America's Cup

1995 - Success - It's a mind game

Success. It's a mind game: TAG Heuer invents a prestigious and spectacular campaign based on the world of sports as never before portrayed, creating a firm foundation for the brand's positioning in the luxury sector. This TAG Heuer campaign won 15 of the world's most prestigious advertising awards. Sports figures are no longer seen as merely positive 'subjects', but also convey an up-to-date image of success. Success - It's A Mind Game

2001 - Jack William Heuer

Jack Heuer becomes Honorary Chairman of TAG Heuer. Jack William Heuer

2002 - Sport Vision

TAG Heuer launches the '2002 Sport Vision': the first luxury sports glasses. 'Sport Vision' is an ergonomically designed line of prescription eyewear and sunglasses. Its avant-garde design inspires technology, and technology determines function. Sport Vision

2002 - The F1 Mikrograph wins the Design Watch prize

The 'Mikrograph F1' wins the Watch Design Award at the Geneva Grand Prix d'Horlogerie. TAG Heuer reinvents the 'Mikrograph', the world's first sports stopwatch with 1/100th of a second precision, patented in 1916. The F1 Mikrograph Wins The Design Watch Prize

2002 - What are you made of?

The What are you made of? campaign becomes a symbol of the brand's prestigious avant-garde stance and the TAG Heuer spirit. The campaign's key concepts are sports inspiration, avant-garde watchmaking, sophistication and identification. Ayrton Senna, Steve McQueen and Inès Sastre lend their images to this campaign.

What Are You Made Of?

2003 - Timekeeper of the FIS World Championship

TAG Heuer is the Official Timekeeper of the 2003 FIS Alpine Ski World Championships in St Moritz. Timekeeper Of The Fis World Championship

2007 - The new Basel booth

To mark the 20th anniversary of the LINK series, TAG Heuer has once again called upon Ottavio di Blasi to design a Baselworld booth that embodies the brand's unique vision and drive. The result is the breathtaking 'TAG Heuer SKIN', celebrating the union of technology and design.

The New Basel Booth

2008 - TAG Heuer 360 museum

TAG Heuer unveils his new exhibition area, the TAG Heuer 360 museum, a historical and avant-garde gallery dedicated to the glory of its exceptional heritage. Inaugurated in La Chaux-de-Fonds on January 30th, 2008, during a ceremony attended by many personalities, this location offers visitors a unique audiovisual experience. Distinguished both by its architectural concept and by its circular scenography, it exhibits 150 years of a watchmaking saga dedicated to mastering infinitely small times. Visitors will discover the technological and aesthetic innovations applied to sports timekeeping as well as to wristwatches, and which have represented major milestones in the history of Swiss watchmaking.

TAG Heuer 360 Museum

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