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TAG Heuer was founded in 1860 by Edouard Hoer in Saint-Imier, Switzerland under the name Uhrenmanufaktur Heuer AG. Edouard patented his first chronograph in 1882 and in 1887 he patented the oscillating gear which is still used today in mechanical chronographs.In 1914, the company released its first chronograph wristwatch with a crown at 12 o’clock.The son of Hoher Sr., Charles-Auguste, introduced the first stopwatch accurate to 1 in 1916. /100 seconds – Micrograph.

From the very beginning, the brand specialized in chronographs, laying the foundation for more than a century of auto and sports timing. In 1985, the TAG Group holding company acquired the majority of the company, which became known as “TAG Heuer”. In 1999, the brand was acquired by French luxury goods conglomerate LVMH, and industry veteran Jean-Claude Biver was the brand’s CEO for many years.

TAG Heuer watches today

TAG Heuer Carrera – one of the most famous TAG Heuer watch collections, was launched in 1963 in honor of the Carrera Panamericana Mexico races. Designed by Jack Hoer, great-grandson of the founder of the company and race car driver, the watch was the first chronograph designed for motorsport, a rigorous horological instrument for drivers and motorsport enthusiasts that evolved over the next twenty years with improved designs, materials and movements.

TAG Heuer Monaco is a collection of watches first introduced in 1969 in honor of the Monaco Grand Prix of Formula 1. It was the first chronograph with a square case. Watches from this the collections, like the previous line designed by Jack Heuer, became iconic after actor Steve McQueen wore them in Le Mans in 1971. The original collection lasted only a few years and was discontinued in the mid-1970s The Monaco returned in a limited edition with the Heuer logo in 1998, and with new movements and the TAG Heuer logo in 2003. The Heuer Monaco Sixty Nine, with dials on both sides, a mechanical movement on one side and a digital quartz time display on the other, received a prize at the Geneva Watch Grand Prix in 2005.