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TAG Heuer can be traced back to the year 1860. It was not long before TAG Heuer watches became associated with superior timekeeping. Edouard Heuer founded his company, TAG Heuer, which set the standard for precision timepieces. The watchmakers of helped to TAG Heuer develop innovative stopwatches, chronographs, and water-resistant watch models at this time. In 1882 TAG Heuer invented many of the first chronograph watch models.
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TAG Heuer Related News

  • TAG Heuer - MONZA Automatic 38 mm Calibre 36

    With "game-changing" creations like the Mikrograph 1/100th of a Second Chronograph, TAG Heuer is alone up front on the fastest track in Swiss Watchmaking. In Motor Racing, the fastest track by far is Monza, home of the Italian Grand Prix in the Formula One World Championship. TAG Heuer's link to the legendary goes back to a warm day in September 1975, when Swiss driver Clay Regazzoni took first place at Monza, and his teammate, Niki Lauda, took third, which was enough for him to win the Formula One World Championship for Ferrari. Both Ferrari cars had the name "HEUER" emblazoned on their chassis — the brand had been the team's official timekeeper since 1971. To honor the result, Jack Heuer reworked an existing coussin-shaped 1930's model in a special limited series. Equipped with a high-speed Calibre 15 movement, the stunning new chronograph sported the name "MONZA" above the HEUER logo on the upper part of the dial. It has become one of the brand's most coveted watches.

    Re-issued in the early 2000s as part of the vintage-inspired Classic Heuer Collection, the Monza was then developed as a full range of watches featuring Calibre 6 movements, and chronographs, powered by either the Calibre 17 or the Calibre 36. Each piece in the series boasted the full TAG Heuer logo instead of the original Heuer logo. To this day, the Monza remains one of collector's preeminent favorites.

    Now, the long-awaited revival of the Monza is slated for a June 2011 delivery. Available in a limited edition of 1,911 pieces (to commemorate the famous "Time of Trip" dashboard chronograph of 1911), the new Monza chronograph celebrates the golden age of HEUER and the aesthetic codes of the 1970s: cushion-shaped bezel, blue hands on a white dial, luminescent "old rhodium" on the oversized Arabic numerals and hand markers, and chemin de fer indexes on the counters. The small second sub-counter is at 9 and the chronograph minute counter is at 3. The HEUER logo reinterprets the original, but this is not a replica or retro edition, despite the polished vintage crown: inside ticks the lightning-fast Calibre 36 — next to the Mikrograph the fastest watch movement in the industry. To make room for it requires a thicker, 38mm case. The case back is all new, too: screwed shut with sapphire crystal and engraved with the series number  "N° XXXX/1911". The classic HEUER blazon is also found inside the brown leather strap and on the folding buckle. This is a purist's watch. Like the Carrera Heritage collection, it finds inspiration not just from its own specific heritage but from further back in the TAG Heuer vault, to a stunning model from 1925.

    Once again, TAG Heuer goes to its past to build the future.

  • TAG Heuer - Leonardo DiCaprio in Basel


    TAG Heuer and Tesla Motors embark on "Odyssey of Pioneers" World Tour.
    TAG Heuer today kicked off a celebration if its 150th anniversary at an invitation-only event for more than 600 guests, honoring actor and climate change activist Leonardo DiCaprio for his dedication to saving the environment. DiCaprio has an ongoing partnership with the company that benefits the NRDC and Green Cross International.


    The evening - dedicated to the pioneering spirit of innovation - also served as the launch for the Odyssey of Pioneers - a unique travelling roadshow that will showcase TAG Heuer's finest timepieces of past, present and future in 15 cities, between March and October 2010.
    As an Olympic flame, the tour will be lead by the new TAG Heuer Tesla Roadster, an exclusive model introduced by electric carmaker Tesla Motors at the Geneva Motor Show in early March 2010. This one-of-a-kind collector's car incorporates the defining TAG Heuer avant-garde design elements, and celebrates the core values of both brands: innovation, precision, prestige and performance.


    Starting in Basel, "The Odyssey of Pioneers" will be the first round-the-world tour by a zero-emission GT car: 37,000 km/24,000 miles; six-months; 15 stops; 18 watches on show, one record to be scored.
    Elon Musk, the founder and CEO of Tesla Motors, was at the wheel of the new vehicle when it made its grand entry on stage. "The engineers of both brands have worked hand-in-hand, convinced that performance-driven technology - whether on the wrist or on the road - must be part of any sustainable development," Musk said.


    The night also served as the premiere of the Grand Carrera Pendulum, a 2010 concept watch that turns an immutable principle of mechanical watchmaking on its head - it is the first movement without a hairspring. Jean-Christophe Babin, president and CEO of TAG Heuer, explained how it works : "In the regulation system, we simply replaced the traditional hairspring with magnetic fields. TAG Heuer invented the oscillating pinion in 1887; the Mikrograph, the first counter that was accurate to a 100th of a second; and the V4, with its belt-driven transmission system. Now, we are introducing another major innovation, and another example of the pioneering spirit that has imbued us for a century and a half."


    "Mastering time, this has been our challenge since 1860," said TAG Heuer Honorary Chairman Jack Heuer as he opened the celebration.
    In his remarks, Leonardo DiCaprio - wearing the new Carrera 1887 - discussed his pride in being an ambassador for the company : "I am excited to be here to celebrate TAG's 150th birthday," said DiCaprio. "I am proud to be associated with a company that not only has a rich and storied history, but also understand the importance of doing good in the world. Our partnership, which enables people to buy a quality timepiece and help save the planet at the same time, is a model I hope other brands will follow."
    At dawn on Friday, March 19, the TAG Heuer Tesla Roadster left Basel to carry out its task of taking 150 years of heritage around the world and write a new page in this wonderful story.

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