History of TAG Heuer

Photo: Revolution Watch

The TAG Heuer company is known for its casual sporting timepieces with a racing background and its commitment to consistently updating and innovating its watch designs. Nevertheless, there was only Heuer prior to TAG Heuer we know. As such, while discussing the brand History, you must first discuss Heuer. 

In 1860, Edouard Heuer launched the first company named after him. Within a few years, Heuer had submitted a number of trademark applications. They later obtained a copyright in 1869 for a keyless, crown-run winding mechanism for pocket timepieces. They also received a patent for the business’s initial chronograph in 1882. Among their most outstanding inventions, the oscillatory pinion system arrived in 1887. Prominent watchmakers continue to employ this technology to date. 

Photo: Les Rhabilleurs

Jules-Edouard, Edouard’s son, began working in the business in the same year. The company’s creator, Edouard Heuer, tragically died unexpectedly in 1892, just five years afterward. 

With pride, Jules-Edouard continued his father’s job. The business submitted another trademark application in 1895 for its initial water-resistant casing. Later, in 1911, Heuer obtained a patent for their Time of Trip display chronograph. This invention was particularly noteworthy since it initiated Heuer’s long-standing partnerships with the aviation and automotive sectors. The brand’s expansion also made conducting more studies and development possible, which finally produced their next significant discovery. The Micrograph, the most precise stopwatch during the era, was introduced by Heuer in 1916.

Photo: Getty Images

Additionally, the company emphasized its close ties to the aviation and automotive sectors throughout the following couple of decades. They started making chronographs specifically for pilots in the 1930s. Later, in 1933, Heuer unveiled the Autavia, an additional dashboard device for cars and airplanes. The timer on this watch allowed it to operate for an amazing 8 days without the need for winding.

1940s:

Heuer started to refocus their attention in the 1940s. They began producing chronographs for the German air forces and expanding their collection of timepieces simultaneously. They also introduced the Auto-Graph in 1948, a piece that had a manual reference indicator, a tachometer gauge, and a chronograph mode. Additionally, the Solunar, the first clock featuring a tidal indication, was released by the company the following year.

Photo: On The Dash (TAG Heuer Autograph)

With the introduction of the inaugural Seafarer in 1950, the emphasis on watches extended into the 1950s. The original concept became the first chronograph in history to include a tidal level indication as well as a racer dial. Heuer also unveiled the Twin-Time barely five years afterward. This timepiece had a second-time zone indication and was self-wound.

1950s and 1960s:

Heuer’s collaboration with Abercrombie & Fitch began in the 1950s. With bespoke dials and distinctive color schemes, they created Seafarer and Auto-Graph models exclusively for the company.

Heuer entered space for the first time as a Swiss watchmaker in 1962. Using a company clock on his wrist, John Glenn accomplished the first American space mission on February 20 of that same year.

Photo: Bloomberg

Heuer later introduced one of its now-iconic variants, the Carrera chronograph, a year afterward in 1963. Subsequently, in 1969, the company introduced another of its most significant horological innovations.

The brand secretly collaborated with Breitling, Buren, and Dubois-Depraz on a top-secret initiative, Project 99. Combined, they created the Chronomatic, the very first self-winding chronograph movement. They utilized it inside the Carrera, Autavia, as well as the new Monaco wrist chronograph variants. Steve McQueen, a well-known actor and racing star, promoted the Monaco line. As he was filming Le Man’s movie in 1970, he donned the iconic chronograph. 

Heuer continued to impact the automotive sector throughout this decade significantly. They were also the top producer of timing devices and stopwatches. As a result, a number of TAG Heuer’s chronographs have been custom-made with racing insignia, including the one for the renowned Indianapolis Motor Speedway.

Heuer’s Shift to TAG Heuer:

Heuer underwent significant transformation throughout the 1980s. The label was acquired by a firm known as Techniques d’Avant Garde in 1985, and as a result, TAG Heuer was born as we currently know it. 

Photo: TAG Heuer

They upheld Heuer’s founding principles under the newfound administration and identity. TAG Heuer’s long-standing association with the automotive industry was also continued when they were elected the authorized timekeeper for the F1 race in 1992. The results of this alliance were the company’s Formula 1 series and, afterward, the SLR line, which was developed in collaboration with the F1 Team. Soon after, the Link and Aquaracer range debuted under the rebranded TAG Heuer moniker.

Photo: Google

TAG Heuer is still among the most creative and prosperous watch companies today. They unveiled their debut smartwatch, the TAG Heuer Connected, only a few years back, in 2015. After 2 years, the company also added another model to its collection of smartwatches. Thus, TAG Heuer has cemented their position in watchmaking history through a long record of excellence.