TAG Heuer S.A. designs, manufactures and markets watches, chronographs and fashion accessories
while also marketing eyewear and mobile phones manufactured under license by other companies
and carrying the Tag Heuer brand name. TAG Heuer began as Uhrenmanufaktur Heuer AG,
founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company was purchased by
TAG Group S.A. in 1985, when the Heuer brand became TAG Heuer. In 1999, TAG Group sold
TAG Heuer to French luxury goods conglomerate LVMH Moët Hennessy • Louis Vuitton.
The name Tag Heuer combines an abbreviation for Techniques d'Avant Garde and the surname
Heuer.
History TAG Heuer is based in Neuchâtel, Switzerland
and is led by President and CEO John-Christophe Babin. Jack Heuer, the great grandson of the
founder, is the Honorary Chairman. TAG Heuer maintains a watchmaking workshop in Cornol,
Switzerland and a watchmaking factory in La Chaux-de-Fonds, Switzerland. The TAG Heuer
slogan is "Swiss Avant-Garde Since 1860".
1860 through 1880s TAG Heuer traces its roots to 1860 when Edouard
Heuer founded Uhrenmanufaktur Heuer AG in St-Imier, Switzerland.
Edouard Heuer patented his first chronograph in 1882 and in 1887 patented an 'oscillating
pinion' still used by major watchmakers of mechanical chronographs.
1910s In 1911, Heuer received a patent for the "Time
of Trip", the first dashboard chronograph. Designed for use in automobiles and aircraft,
two large hands mounted from the center pinion indicate the time of day, as on a traditional
clock. A small pair of hands, mounted at the top of the dial indicates the duration of
the trip. A top-mounted crown allows the user to set the time; a button mounted in that
crown operates the start / stop / reset functions of the "duration of trip" counter.
Heuer introduced its first wrist chronograph in 1914. The crown was at the 12 o'clock position,
as these first wrist chronographs were adapted from pocket chronographs. In 1916, Heuer introduced
the "Micrograph", the first stopwatch accurate to 1/100 of a second. This model was soon
followed by the "Semikrograph", a stopwatch that offered 1/50 of a second timing, as well
as a split-second function. 1930s and 1940s
In 1933, Heuer introduced the "Autavia", a dashboard timer used for automobiles and aviation.
The companion "Hervue" was a clock that could run for eight days without being wound. Over
the period from 1935 through the early 1940s, Heuer manufactured chronographs for pilots
in the Luftwaffe, known as "Flieger" chronographs. The earlier version featured a hinged-back
case and one pusher; the later version had a snap-back case and added a second pusher.
All these Flieger chronographs had two-registers, with a capacity of 30 minutes.".
In the mid-1940s, Heuer expanded its line of chronographs to include both two- and three-register
models, as well as a three-register chronograph that included a full calendar function. As
the highest development of Heuer's chronographs, these "triple calendar" chronographs were
offered in stainless steel, 14 carat gold 18 and 22 carat gold cases. Dial colors were
white, black or copper. 1950s
In the early 1950s, Heuer produced watches for the American retailer Abercrombie & Fitch.
The "Seafarer" and "Auto-Graph" were unique chronographs produced by Heuer to be sold
by Abercrombie & Fitch. The "Seafarers" had special dials—with blue, green and yellow
patterns—that showed the high and low tides. This dial could also be used to track the
phases of the moon. Heuer produced a version of the "Seafarer" for sale under the Heuer
name, with this model called the "Mareographe". The "Auto-Graph" was produced in 1953 and
1954, and featured a tachymeter scale on the dial and a hand that could be preset to a
specific point on the scale. This allowed a rally driver or navigator to determine whether
the car was achieving the desired pace, over a measured mile. Advertisements and literature
also pointed out that this hand could be rotated to count golf scores or other events.
Auto dashboard timers From 1911, Heuer manufactured timepieces to
be mounted on the dashboards of automobiles, aircraft and boats. These clocks and timers
included a variety of models, designed to address specific needs of racers and rallyists.
In 1958, Heuer introduced a new line of dashboard timepieces, which included the Master Time,
the Monte Carlo, the Super Autavia, Sebring and Auto-Rallye. Heuer continued to manufacture
these dashboard timepieces into the 1980s, at which time they were discontinued. Heuer
also introduced timing devices for ski and motor racing events, including Formula One.
1960s
From the 1950s to the 1970s, Heuers were popular watches among automobile racers, both professionals
and amateurs. Heuer was a leading producer of stopwatches and timing equipment, based
on the volume of its sales, so it was only natural that racers, their crews and event
sponsors began to wear Heuer's chronographs. Special versions of Heuer chronographs were
produced with logos of the Indianapolis Motor Speedway, as well as the names or logos of
racing teams or sponsors. In 1962, Heuer became the first Swiss watchmaker
in space. John Glenn wore a Heuer stopwatch when he piloted the Mercury Atlas 6 spacecraft
on the first US manned space flight to orbit the earth. This stopwatch was the back-up
clock for the mission and was started manually by Glenn 20 seconds into the flight. It is
currently on display at the San Diego Air and Space Museum.
The Autavia chronograph was introduced in 1962 and featured a rotating bezel, marked
in either hours, minutes, decimal minutes or with a tachymeter scale. All manual-wind
Autavias from the 1960s had a black dial, with white registers. Early cases had a screw-back
and later models had snap-backs. The "Autavia" name had previously been used on Heuer's dashboard
timers. The Carrera chronograph, designed by Jack
Heuer, was introduced in 1963. The Carrera had a very simple design, with only the registers
and applied markers on the dial. The fixed inner bezel is divided into 1/5 second increments.
The 1960s Carreras were available with a variety of dials, including all-white, all-black,
white registers on a black dial, and black registers on a black dial. A three-register,
triple calendar version of the Carrera was introduced around 1968.
Most of Heuer chronographs from this period—including the Autavias and Carreras—used movements
manufactured by Valjoux, including the Valjoux 72 movement and the Valjoux 92 movement. The
Valjoux 72 movement utilized a 'tri-compax' design, with three registers on the dial—one
register for the chronograph hours, one register for the chronograph minutes, and a third register
for a continuously running second hand. The second hand for the chronograph was mounted
on the center pinion, along with the time-of-day hands.
Heuer acquired the "Leonidas" brand in the early 1960s, with the combined company marketing
watches under the "Heuer-Leonidas" name. One of the designs that Heuer acquired from Leonidas
was the "Bundeswehr" chronograph, used by the German air force. These "BWs" feature
a 'fly-back' mechanism, so that when the chronograph is reset to zero, it immediately begins running
again, to time the next segment or event. Automatic chronographs
In the mid-1960s, Heuer partnered with Breitling and Hamilton to introduce an automatic chronograph.
These projects were conducted in secret, as none of the competitors wanted the other companies
to be aware of their efforts. Heuer-Breitling-Hamilton held press conferences in Geneva and New York,
on 3 March 1969 to show their new lines of chronographs.
Heuer's first automatic chronographs were the Autavia, Carrera and Monaco. These were
powered by the Cal 11 and Cal 12 movements; Cal 14 movement and the Cal 15 movement. The
winding crown was on the left, with the pushers for the chronograph on the right. The earliest
of Heuer's Cal 11 chronographs were named "Chrono-Matic". In the early 1970s, Heuer
expanded its line of automatic chronographs to include the Daytona, Montreal, Silverstone,
Calculator, Monza and Jarama models, all powered by the Caliber 11 movement.
1970s In 1975, Heuer introduced the Chronosplit,
a digital chronograph with dual LED and LCD displays. Later versions featured two LCD
displays. Heuer began using the Valjoux 7750 movement
in its automatic chronographs, with the Kentucky and Pasadena models. The Valjoux 7750 movement
was a three-register chronograph, that also offered day / date windows.
In the mid-1970s, Heuer introduced a series of chronographs powered by the Lemania 5100
movement. The Lemania 5100 movements have the minute hand for the chronograph on the
center pinion, greatly improving legibility. The Lemania 5100 movement is considered very
rugged and has been used in a variety of chronographs issued to military pilots. There are ten models
of Heuer chronographs powered by the Lemania 5100—Reference 510.500, 510.501, 510.502,
510.503, 510.511, 510.523, as well as models with the names Silverstone and Cortina; the
Reference 510.543 was made for the A.M.I. and a special edition was made for AudiSport.
1980-today TAG Heuer formed in 1985 when TAG, manufacturers
of high-tech items such as ceramic turbochargers for Formula One cars, acquired Heuer.
In 1999 TAG Heuer accepted a bid from LVMH Moët Hennessy Louis Vuitton S.A. of SwFr1.15 billion
contingent upon a transfer of 50.1% of stocks. In 2010, TAG Heuer introduced the 'Pendulum
Concept' the first magnetic oscillator without hairspring capable of providing restoring
torque comparable to that of hairspring. In 2013, TAG Heuer celebrated the 50th anniversary
of the Carrera, the racing-inspired Chronograph that forms a key part of the TAG Heuer range
today. There have been 10 generations of Carrera since its introduction, and models launched
in every decade since 1963. Products
Watches
TAG Heuer's current lines include Formula One, Aquaracer, Link, Carrera, Monaco and
Grand Carrera. TAG Heuer, in keeping with its image as a
luxury brand with an innovative spirit, has long standing links with the world of sport
and Hollywood. TAG Heuer has been the official timekeeper of the three Summer Olympic Games
of the 1920s, the Skiing World Championships, the Formula One World Championships and has
developed a watch for the McLaren F1 team. The brand has also had a long list of sports
and Hollywood ambassadors. Some of the more recently announced models
include the Monaco V4; the Carrera Calibre 360 and the Monaco 69.
London-based Christoph Behling has been the lead designer for TAG Heuer since 2004. The
collaboration has resulted in some of the brand's most celebrated pieces including the
world's fastest chronograph, the Mikrogirder 1/2000th, launched in 2012.[1]
Chronographs In January 2011 TAG Heuer announced the new
Carrera Mikrograph, the first TAG Heuer to use the in-house Mikrograph movement, which
is accurate to 1/100 of a second. Additionally, TAG Heuer has also released the limited edition
Carrera MP4-12C to commemorate the launch of the McLaren MP4-12C supercar. TAG Heuer
has been a partner of the McLaren F1 team for over 26 years.
At the Basel 2011 show in March 2011, TAG Heuer announced the Mikrotimer Flying 1000,
a concept mechanical watch capable of accuracy of 1/1000 of a second – ten times faster
than the Mikrograph. This mark was superseded in January 2012 with
the Mikrogirder model, precise to 5/10,000ths of a second.
Eyewear, mobile phones, fashion accessories Moretz, France based Groupe Logo manufactures
TAG Heuer-branded eyewear under a license acquired in 2002.
Paris, France based ModeLabs Group manufactures TAG Heuer-branded mobile phone under license.
ModeLabs acquired the license in late 2007 and marketed the first TAG Heuer branded mobile
phone in late 2008. The company also markets a line of men's accessories
including wallets, belts, bags, jackets, bracelets and cuff-links.
Endorsements Tag Heuer has paid numerous notable celebrities
to endorse its products, including: Ayrton Senna, Cristiano Ronaldo, Jessica Michibata,
Tiger Woods, Leonardo DiCaprio, Brad Pitt, Chen Daoming, Jeff Gordon, Maria Sharapova,
Juan Pablo Montoya, Kimi Räikkönen, Uma Thurman, Fernando Alonso, Lewis Hamilton,
Therese Johaug, Shah Rukh Khan, Deepika Padukone, Cameron Diaz, Steve McQueen and Walter White.
Steve McQueen wore a blue Monaco in the 1971 movie, Le Mans and Swiss Formula One star
Jo Siffert customarily wore a white-dialed Autavia with black registers. In 1974, Heuer
produced a special version of the black-dialed Autavia that was offered by the Viceroy cigarette
company, in a special promotion for $88. The Viceroy advertisements for this promotion
featured racer Parnelli Jones, this version of the Autavia got to be called the "Viceroy".
Awards In 2007, TAG Heuer won the iF product design
award for its Monaco Calibre 360 LS Concept Chronograph. The award was given away by the
International Forum Design Hannover GmbH, held in Hanover, Germany. The watch received
the award in the Leisure/Lifestyle category. It was chosen among more than 2,200 timepieces
presented by watchmakers from 35 countries. TAG Heuer received the iF product design award
for the second time in two years. In 2006, another TAG Heuer watch, entitled Professional
Golf Watch, won in the same Leisure/Lifestyle category. The design of the Professional Golf
Watch was developed with Tiger Woods. In 2010, The Carrera 1887 won La Petite Aiguille
award at the Grand Prix d’Horlogerie de Genève.
Notes
External links TAG Heuer – official site