The history of TAG Heuer begins in 1860, when Edouard Heuer founded the company in the small town of Saint-Imier, in the Swiss canton of Bern.
From then on, he stood out in the small world of watchmaking for his ability to innovate in his creations. Patenting his first chronograph in 1882 and inventing the “oscillating pinion” in 1887. A system to execute the mechanical chronographs that are still in use today. His innovation continued by creating the first chronograph to be used in automobiles and aviation in 1911, the “Time of Trip”. In 1914 it was when the first wrist chronograph was presented, and in 1916 it was the turn of the “Micrograph”, the first mechanical chronograph capable of measuring hundredths of a second. For these reasons, it was the firm selected to time the Olympic games in Antwerp, Paris and Amsterdam.
His models, an inspiration
One of its legendary models, the Autavia, was presented in 1932. Its name comes from the union of the word Automobile with Aviation (AUT+AVIA). It was also during these decades that he specialized in precision devices for timing sports events, such as skiing or motorcycling, excelling in Formula 1.
It was precisely a Heuer model that American astronaut John Glenn chose for NASA’s special Mercury-Atlas 6 mission in 1962. The first American astronaut to orbit the Earth and with the Heuer 2915e chronometer in his wrist. A clock that can be seen today in the San Diego Air and Space Museum.
The brand became a very popular firm among car drivers, Heuer being the leader in the production of chronographs and time measuring equipment. It was during those years when the Carrera models were presented, inspired by the Pan American Motor Race. For this reason, Steve McQueen chose a blue Heuer Monaco model to show off in his film “Le Mans”, creating a myth of Swiss watchmaking that still lives on today.
Its mission for precision and innovation continued with the Chronosplit model of the 1970s, a digital chronograph of the highest precision.
The TAG Heuer brand
It was in 1985 when the acronym TAG (Techniques d’Avant Garde) joined Heuer, when this company that was a manufacturer of high-tech components, among others for F1, bought the company adding its acronym for the brand name. From then on, totally innovative communication campaigns and the creation of modern watches with great strength and precision was the presentation of the TAG Heuer brand at the heart of the Swiss watchmaking market.
The success of TAG Heuer
Its success attracted the attention of a large company such as LVMH, which bought most of the shares in 1999. Since then its DNA of innovation and precision has not stopped surprising the market. A clear example is the creation of the Monaco V4. The first watch to use an ingot on rails as a power source and small belts inspired by racing engines to transfer the power to four barrels reminiscent of a block design engine Other achievements of the brand during this contemporary era have been the registration of new patents created in prototypes. The creation of different own mechanical movements and the incorporation of smart watches, such as the Connected, where it uses the watchmaking savoir-faire with the best technology from technological partners.
A story from 1860, which today TAG Heuer still continues to write. Seeking excellence and innovation, adapting to the new challenges of today.
At WESSELTON you can find all TAG Heuer models. Consult us!
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