TAG Heuer Heritage

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Brand TAG Heuer

TAG Heuer, a company whose products combine a rich history, the work of watchmakers, the spirit of innovation and the unstoppable desire for progress. Whether in the field of processing, caliber accuracy or design. An unwavering effort to offer your customers the opportunity to look into the mysterious world of Haute Horlogerie for often times of breathtaking prices.

But all of this would not be possible if the son of a cobbler from Bern went in his father's footsteps and stayed with his family craft. Fortunately, he resisted the temptation, and in 1860, as only 20-year-old Eduard Heuer found the foundations of a strong and reputable company. The innovation period begins. For example, in the form of an oscillating needle, a simple component that TAG Heuer patented in 1887. Even today, it is still an integral part of the best calibers. The oscillating needle has shifted the accuracy of the chronographs to a new level, so the young Saint Imier company is starting to define its market position as a manufacturer of extremely accurate timekeepers.

The pioneering spirit and relentless perseverance brought another milestone in the field of accurate measurement in 1916. Special Mikrograph model, handheld mechanical chronograph capable of measuring 1/100 second. For that time a grandiose performance. Later this also resulted in the participation of the TAG Heuer sports timekeepers at the Olympic Games, three times in a row in 1920, 1924 and 1928.

Later, after a couple of decades, Jack Heuer, a passionate racer and smart businessman, joined the helm. He grabbed the noose firmly in his hands and transferred the company to a new era. The legendary Carrera Panamericana Mexico road race inspired him so much that in 1963 he created a simple and effective model of watches bearing the name Carrera. Certainly he had no idea that he had created a cult that is currently one of the best-selling collections.

Another phenomenal model of TAG Heuer was the Monaco model. As in Carrera, Jack Heuer was influenced by the smell of gasoline and burnt rubber. Square waterproof case, blue dial-face, crown on opposite side and peak caliber 11 inside. The cluster of these essences also charmed Steve McQueen, the famous actor who portrayed the lead character in Le Mans in 1971. The TAG Heuer Monaco watches poses on his wrist. The footage of the film immediately made the model famous throughout the world. Today, the Monaco collection is an integral part of the TAG Heuer brand.

It might seem that the company is focusing only on the gentlemen audience. But the opposite is true. At present, in the portfolio we can find a huge representation of beautiful, sporty and elegant models. Dedicated to strong self-confident women, taking into account their femininity. The Formula Diamond sports range, the Aquaracer 300M waterproof range, and the unique Carrera pearl dial-face are just a tasting of what waits for you. Wearing a TAG Heuer is a privilege, it is an attitude that we present to the world.

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