The Spirit

The Spirit

If you are boldly going anywhere you boldly go with a TAG Heuer.  Timepieces which have played a vital role in the exploits of the most dashing and daring champions and adventurers of the past 150 years.

A passion born young. Still in his twenties founder Edouard Heuer decided keys were a windup and consigned them to history with his groundbreaking crown-operated winding system. Being in the forefront was the most stylish position, a position TAG Heuer assumed and has retained.

Over three centuries at the cutting edge of timekeeping on land, sea and air.

TAG Heuer clocks winners on the waves, on the track, in lawn tennis and on Formula 1 circuits. And for more unusual exploits. A Time on Trip device was aboard the Graf Zeppelin’s first transatlantic flight. The intrepid Hugo Eckener also installed it on his Zeppelin a round the world trip in 1929.
Modern day Olympic recordbreakers in Antwerp in 1920, Paris 1924 and Amsterdam in 1928 raced against stopwatches including the Heuer Mikographs and Micrcosplits. Wordbeaters take their prized winning times from TAG Heuer. 

The gold standard of time, on occasion, literally. A gold TAG Heuer was presented to Prof Auguste Picard who headed sky high in a ballon to a record height of 15,781m. Aside from airships and ballons by the Thirties TAG Heuer timepieces had become key and trusted fixtures in cars and planes worldwide.

As the jet set took flight TAG Heuer is master of the time zones

For a newly globalised post World War 2 world TAG Heuer introduced the Twin Time in 1955 which displayed two time zones simultaneously. And then went beyond. A TAG Heuer stopwatch shot into space on the first manned flight aboard Mercury–Atlas 6 in the hands of astronaut John Glenn. 

In 1971 TAG Heuer joined forces with Enzo Ferrari  and became the Official Timekeeper for the roaring red Formula 1 stable from 1971 until 1979. In the midst of this association the Chronosplit was launched – a double digital display quartz marvel precise to 1/100th of a second. Senior Ferrari ordered 15.