TAG Heuer

Nothing is more emblematic of the traditional Swiss TAG Heuer manufacture than its unrelenting endeavour to push the limits of accuracy in both timekeeping and intricate horological mechanisms. Ever since its foundation in 1860, it has kept on surprising the world with its ground-breaking innovations. Its most recent surprise was when it became the very first luxury watch brand to enter into the smartwatch segment. Thanks to its unparalleled precision, TAG Heuer has always enjoyed the favour of racing drivers and other sportspeople. Today, they have been joined by lovers of high-end smartwatches that combine sophisticated luxury and elegance with impeccable technological perfection.

Where to buy?

Boutique Carollinum
Pařížská 11, 110 11 Praha 1
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Unsurpassed precision
Unsurpassed precision
Time and again during its history, TAG Heuer has managed to push the boundaries of accurate timekeeping whilst remaining a premier producer of excellent chronographs to this day. In 2010 the brand joined the elite club of manufactures that use their own movements and it has greatly expanded its in-house movement production ever since.
Edouard Heuer, the firm’s founder, explored many ways to perfect the watch mechanism achieving an ever more reliable watch and huge improvements in accuracy in the process. His successors managed to build on this, creating numerous milestones for the Heuer (and later TAG Heuer) brand and constantly improving the precision of its chronographs. In 1906 the manufacture transformed the world of professional sport with its Mikrograph watch – the world’s very first chronograph wristwatch – which was capable of measuring time with an accuracy up to a 100th of a second. And, more recently, in 2012 it presented the most accurate mechanical chronograph of all time, it measures time with a precision to 0.0005 of a second.
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Innovation
Innovation
Deeply rooted in the brand’s DNA is a great desire to continuously push the boundaries of horology ever further. If you feel an affinity with high-tech amenities, then you may well find TAG Heuer’s endless efforts to enrich its traditional craft with modern technologies appealing.
TAG Heuer entered the third millennium brimming with fresh ambition, yet fully aware that superb watchmaking craftsmanship alone would not suffice to preserve its commanding position on the market. Therefore, the brand has invested considerable resources into its research, development and testing facilities. This not only gave rise to outstanding in-house movements but also to novel products combining tradition with ultra-modern technologies. In 2015 it launched its TAG Heuer Connected Watch, a splendid smartwatch design which it further improved in 2020.
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Iconic models
Iconic models
Uncompromising, avant-garde, ground-breaking and... iconic. In the 1960s the legendary Monaco, Carrera and Autavia models became true household names and have remained the brand’s pillars to this day.
Lying behind the birth of these three collections was Jack Heuer’s ambition to present original and highly functional timepieces which would provide the perfect answer to the requirements of race drivers. The fulfilment of this goal was without doubt greatly helped by Heuer’s own personal passion for fast rides and racing circuits. Thanks to his undoubted competence and talent the world saw the creation of watches that attract huge amounts of attention to this day.
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Motor sports
Motor sports
TAG Heuer is fully aware of the needs of all those with a passion for fast engines and unfettered driving. Its most popular watch models are those associated with motor sports, both past and present.
The second half of the 20th century saw the forging of the strong bond between the Heuer (later TAG Heuer) brand and motor sports that persists to this day. Its, arguably, most famous model, the Carrera, presented in 1963, was directly inspired by the then legendary Carrera Panamericana Rally and it was specially designed to endure the extremely tough conditions of this race. In the 1970s the aspirations of the brand were represented by the Scuderia Ferrari Formula 1 stable for which Heuer designed an official timepiece. To this day the brand is closely associated with circuits pervaded with the smell of high-octane petrol.
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Popular among celebrities
Popular among celebrities
Watches sporting the characteristic TAG Heuer emblem grace the wrists of many celebrities. Join the company of tennis player Petra Kvitová or the actors Chris Hemsworth and Patrick Dempsey.
TAG Heuer likes to say that it is the brand for those who live their every thousandth of a second to the full. Taking a special place amongst the brand’s ambassadors is a trio of legends who have gained renown in their fields through their headstrongness, 100 percent commitment and ability to overcome obstacles to make their dreams come true – Hollywood rebel and actor Steve McQueen, the Formula 1 driver Juan Manuel Fangio, who to this day is still unparalleled in many respects, and Formula 1 superstar Ayrton Senna.
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Timelessness
Timelessness
Clear lines and technical perfection – that is the basis of TAG Heuer’s simple, immaculate design which matures rather than ages. The look of many models draws from famous watches from the 1960s-70s.

More about the brand

It is one of the brand’s great assets that most models are conceived of in a variety of colours and materials enabling you to make a choice exactly in line with your taste. TAG Heuer is, moreover, also very mindful of the needs of women offering variants in most collections with smaller, more refined cases and a more subtle design.

You can choose from various collections of motoring watches – the timeless Carrera line, the bold and striking Formule 1 range or the collection referencing the legendary Heritage, Monaco and Autavia models. Water sports enthusiasts are sure to be delighted by the Aquaracer collection. If you prefer to navigate a more formal evening party setting rather than the high seas, then, if you’re choosing a solid yet subtle watch by this manufacture to go on your wrist, you should reach for a Link model.

The brand’s history 

It is amazing that the inconspicuous Swiss town of Saint-Imier is the birthplace of no less than two famous brands – Breitling and TAG Heuer. As a matter of fact, in 1860, the year when León Breitling was born, Edouard Heuer established his workshop in the town. Only nine years later Heuer had already brought out his first significant patent.

When Heuer’s successors presented the world with the first stopwatch boasting an accuracy of 1/100 of a second in 1916, the brand became an icon for professional sport and three times in a row (in 1920, 1924 and 1928) it was also the official timepiece of the Olympics. Half a century later, Heuer reached another milestone with its Microtimer watch which measured time to a thousandth of a second.
 

A formative period for the brand’s further development were the 1960s-70s with the legendary Jack Heuer at the helm of the manufacture leading to further key developments – thanks to John Glenn a Heuer timepiece was the first Swiss watch to be launched into space, a partnership with the Ferrari Formula 1 team was born and the iconic Carrera, Autavia and Monaco models were conceived…

In 1985 Heuer became part of the Techniques d’Avant Garde group and changed its name to TAG Heuer. From that time onwards, the brand has been combining the very best of watchmaking tradition with high -tech innovations that have materially influenced the nature of the industry. It is not for nothing that TAG Heuer has acquired a reputation as the enfant terrible of the watchmaking world – and while not each and every one of its innovations manage to live up to the ambition and expectations the manufacture has put in them, their presentation on the celebrated Basel watch fair is always eagerly anticipated with the greatest of curiosity.

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