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A History: The Journey to Fame of TAG Heuer Watches

A History: The Journey to Fame of TAG Heuer Watches

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Some may not recall a time before TAG and Heuer merged, but over 150 years of history have resulted in an impressive collection of timepieces. People nowadays are planning to acquire the finest watch that their hard-earned money can afford. As a result, TAG Heuer is considered a viable option at a specific price point.

A History: The Journey to Fame of TAG Heuer Watches

By appearing in major film productions, this watchmaker has become well-known and sprinkled with Hollywood starlight. Even so, most people these days would not buy a watch purely based on whether or not it has a special version 007 design on the dial. TAG Heuer, however, has been proven to be accurate and reliable when it comes to timekeeping. Here’s the article that will help you know more about this excellent brand.

History of TAG Heuer

TAG Heuer watches did not start as they do now. It all began as a single company in 1860 when Edouard Heuer established his eponymous watch production company in La Chaux-de-Fonds, Switzerland. It was long before Techniques d’Avant-Garde (TAG) acquired majority ownership. He began patenting outstanding mechanisms soon after, some of which are still used in many mechanical watches nowadays. Heuer was best known for its chronographs, which began with dashboard clocks in both planes and cars. Heuer introduced the first wrist-worn chronograph in 1914.

Heuer watches were so deeply entwined with auto racing by the 1960s that it’s tough to locate a portrait of Indy, Formula 1, or GT racing from that period without their logo recognizable. Heuer Autavia and Carrera chronographs were particularly popular among motorists. Both man and watch were personified in photographs that have become everlasting frameworks for men’s fashion when Steve McQueen wore a square Heuer Monaco during his all-too-brief professional racing career. Heuer’s racing pedigree received a dose of Hollywood’s undefinable quirkiness thanks to McQueen’s 1971 movie, LeMans.


Heuer, like many other Swiss watchmakers, battled through the Quartz Crisis of the 1970s, reaching a point where the company had to be sold. When the parent company Techniques d’Avant Garde purchased the brand in 1985, TAG was appended to the title. Tag Heuer, which supported tennis, sailing, golf, and, of course, auto racing during the Reagan era, became as much of a fashion and status statement as Rolex among well-heeled preppies who grew increasingly unafraid to flaunt their wealth. Both men and women wore outdoorsy two-tone TAG Heuer, wore cable knit sweaters around their necks, popped the collars on their Lacoste shirts, and smoked Marlboro Lights in rambunctious Porsche 911s.

As grunge and financial graciousness became fashionable in the 1990s, TAG Heuer’s 1980s affiliations tormented the brand to the point where it dropped TAG from some of its retro-styled watches. It caused the launching of what is now a highly sought-after section of their collection that traces its roots back to the 1950s, 1960s, and 1970s. During the 1990s, however, the majority of TAG Heuer’s services tended to follow the trends, with incredibly bigger timepieces for men and fairly petite designs for women. Then, in 1999, LVMH purchased TAG Heuer, pumped in enough cash to resurrect the brand’s prevalence, and by the 2010s, the company was pushing “connected” TAG Heuer watches to contend with the Apple Watch. Tag Heuer, on the other hand, pushed their legacy forward with retro-styled mechanical models and delectable reissues.

TAG Heuer isn’t the only brand with a split between forward- and backward-looking timepieces, but it seems to be more prominent with this one. Heuer has recently launched a slew of new designs that will gratify those who prefer vintage-inspired masterpieces. 

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TAG Heuer Watch Collections

TAG Heuer watch collections consist of Monaco, Autavia, Aquaracer, Carreras, Formula 1, Link, and Connected Modular lines.

1.      Monaco

Since its introduction in 1969, when it was titled after the famed Monaco Grand Prix, Monaco has become an automotive icon with its easily identifiable square case, automatic movement, and hip, brightly colored inflections.

2.      Autavia

The present Autavias resemble dive watches, but they also harken back to Heuer’s initial dashboard clocks for cars and planes, which were known as Autavias (Automobile + Aviation). Even more perplexing, within the Heritage Collection, there is an “Autavia” that refers to the previous Autavia chronograph from the 1960s.

3.      Aquaracer

Heuer was not previously known for dive watches, but by the 1980s, it had caught up to Omega and Rolex in this field. Aquaracers are available in a variety of sizes and colors, as well as quartz or mechanical movements. Some of their two-tone models harken back to the 1980s, while their standard models are noticeably contemporary.

4.      Carreras

Carrera is a huge umbrella brand that encompasses a wide range of models, from dainty diamond-encrusted women’s models to highly technical skeletonized chronographs. Carrera is oftentimes categorized as time-date or chronograph models, and then further categorizes them based on their movements.

5.      Formula 1 Series

The Formula 1 was the watch to have in the 1980s among sporty types who realized that longevity and style didn’t have to signify purchasing a Rolex. Today’s Formula 1 driver embodies a sinister undertone. They’re reasonably priced, very outdoorsy, water-resistant, durable, and frequently brightly colored.


6.      Link Series

Link Series do not link to your mobile phone. The TAG Heuer “link” refers to the bracelets, which are known for their curvy interlocking shapes. TAG Heuer has been in the luxury steel game for years, while many other brands are racing to catch up.

7.      Connected Modular Watches

TAG Heuer was a pioneer in the Swiss attempt to reach watches to smartphones. The Apple Watch’s prevalence has put a strain on Swiss brands that have dared to take this route, but there’s a lot to like about a connected watch that doesn’t appear like everyone else’s. These are intriguing approaches for those who truly want to Think Different, as they can be configured in a variety of styles and can showcase even more watch faces to fit.

Final Thoughts

Consumers are more informed than ever before, and they want to know if the engineering design of a watch is worth the investment. If it will be a dependable watch, or if its various features, such as water resistance and complications, will meet the needs of their way of living. They may also want the watch to stand out, which is why many people prefer TAG Heuer watches because they are dependable.

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