====== TAG Heuer ======

{{wst>author|[[Reschke, Gerd-Lothar|Gerd-Lothar Reschke]] ([[https://www.zeitgefuehl.de|ZEITGEFÜHL]])}}

{{wst>menue|TAG_Heuer}}

{{wst>image_cr|TAG Heuer|Chrono 1939|First waterproof chronograph wristwatch in the world by Heuer, 1939}}

**TAG Heuer** is a Swiss watch manufacturer, currently part of the [[LVMH]] group.

===== Foundation in the year 1860 =====
**[[Heuer, Edouard|Edouard Heuer]]** founded his watch manufacture in [[1860]] in [[Saint-Imier]]. In [[1867]] the company moved to [[Bienne]], and the series production of [[chronograph]]s began in [[1882]], as Heuer receives the first patent for a timer mechanism. In [[1887]], Heuer invented the [[oscillating pinion]], which is still used today by well-known watch brands. This heritage is reflected in period advertisements, which note that the company is a specialist in simple and [[complicated]] [[chronograph]]s and [[repeater]]s, as well as [[jewel]]s for watches and jewelry.

Heuer's sons, Charles-Auguste and Jules-Edouard Heuer, took over the management of the company in [[1891]], with the name of the firm changing to **Edouard Heuer & Co.** by [[1895]]. Later, Charles-Edouard Heuer continues the family legacy.

In [[1911]], Heuer presented the first [[dashboard clock|board chronograph]] for vehicles, called "Time of Trip". By [[1913]], the company was advertising the production of [[bracelet watch]]es with 11 and 13 ligne movements as well as 19 ligne pocket watches.

But Heuer's primary product was [[stopwatch]]es. The company patented and produced the "Micrograph" in [[1916]], the world's first stopwatch with a precision of 1/100 seconds. And the company was the official timekeeper at the [[1920]] [[Olympics]] in Antwerp. It was also timekeeper in [[1924]] and [[1928]], as well as at numerous ski races. In [[1933]] Heuer developes the first board watches for racing cars and in the same year the legendary stopwatch [[Heuer Autavia|Autavia]]. The first use of the familiar pentagonal logo came in the 1930s, with use in advertisements by [[1934]].

The first chronograph wristwatches appeared in the 1920s, with "Chronographes-Bracelets" advertised as early as [[1922]]. A more modern wrist chronograph was delivered by [[1940]] with two pushers and subdials at 3 and 9. By [[1946]], Heuer had introduced the legendary Ref. 2406 chronograph watch.

The [[Heuer Solunar|Solunar]] model of [[1949]] is the first watch with a tidal display. It is followed by the [[1950]] [[Heuer Mareograph-Seafarer|Mareograph-Seafarer]], the world's first [[chronograph]] with tide indicator and dial for regattas.

{{wst>image_r|Heuer,_Jack_W_02|Jack W. Heuer, great-grandson of the company founder and now honorary president of TAG Heuer}}
In [[1958]], [[Heuer, Jack W.|Jack W. Heuer]], great-grandson of the company founder, begins his involvement in the company. He would be closely associated with the brand for decades.

On 1 January [[1964]] the watch [[manufacture|manufactures]] [[Heuer]] and [[Leonidas]], [[Saint-Imier]] merge to **Heuer-Leonidas S.A.**, with [[Heuer, Jack W.|Jack W. Heuer]] as Managing Director. In the following years Jack W. Heuer is crucially responsible for the development of new models and directs the brand consistently towards sports timing and a sporty image. Heuer becomes the epitome of time measurement in car racing.

===== The sports watch classics Monaco and Carrera =====
{{wst>image_cl|TAG Heuer|Carrera|The legendary sports watch Carrera by TAG Heuer}}

At the [[1964]] held rally "Carrera Panamericana Mexicana" the [[TAG Heuer Carrera|Carrera]] is launched as the first [[chronograph]] with a functional dial. For [[Heuer, Jack W.|Jack W. Heuer]] the ultimate goal in the development of this model is optimal readability of the display. To this end, he provides the shrink ring in [[Plexiglas]] with a five-second scale. This increases the dial by nearly 2 millimeters.

The [[TAG Heuer Carrera|Carrera]] becomes one of the most famous sports chronographs of watch history and experiences many new editions and model variations - as a [[manual winding]] watch as well as with [[automatic movement]].

[[1966]] [[Heuer, Jack W.|Jack W. Heuer]] presents the "Microtimer" as the first compact and affordable electronic stopwatch with 1/1000 seconds accuracy.

The 3rd March [[1969]] marks the release date of the famous calibre "[[Chronomatic]]", developed as result of a joint project of [[Breitling]], [[Leonidas]], [[Hamilton]]/[[Buren Watch Company|Büren]] and [[Dubois Dépraz]] in the race for the world's first automatic [[chronograph]] movement, which is presented to the global public. However, [[Zenith]]/[[Movado]] had been one step ahead with their presentation of the '[[El Primero]]', which had already happened on 10 January of the same year.

{{wst>image_cl|TAG Heuer|Monaco}}

[[1969]] the model [[TAG Heuer Monaco|Heuer Monaco]] enters the market as the world's first [[waterproof]] automatic [[chronograph]] with square case. The watch gains a big reputation by the racing movie "Le Mans" with Steve McQueen. Responsible for professional appearance of the timekeeping in this movie is a Heuer employee named [[Lang, Gerd-Rüdiger|Gerd-Rüdiger Lang]], who already worked for the company since [[1964]] and later, from the early 80s, becomes well-known as founder and director of his own successful watch brand [[Chronoswiss]].

Heuer is appointed as official timekeeper and equipment supplier for the Scuderia Ferrari by Enzo Ferrari (1971-1979).

[[1975]], while [[quartz watch]]es are preparing to dethrone mechanical watches, the "Chrono Split" enters the market as the world's first [[quartz]] wristwatch chronograph.

[[1983]] Heuer launches the first [[quartz]] chronograph with analogue display. With the advent and spread of [[quartz|quartz technology]] mechanical stopwatches become superfluous, and Heuer finishes the production of these watches.

On 26 June [[1982]] the [[quartz crisis]] requires its toll by Heuer, and [[Heuer, Jack W.|Jack W. Heuer]] is forced to the bitter decision to sell the company. First buyer is the luxury watch and jewelry manufacturer [[Piaget]], a rather inappropriate choice; [[1985]] follows the resale to the Arab Mansour Ojieh of the Group //Techniques d'Avant Garde// (TAG). Since [[1988]] Christian Viros leads the company resulting form merger with TAG and now named **TAG Heuer SA**. In the fall of [[1996]], the company is brought to the stock exchange.

[[1999]] the company is taken over by the French luxury goods producer [[LVMH|Louis Vuitton]] (LVMH). [[2001]] [[Heuer, Jack W.|Jack W. Heuer]] is appointed honorary president of the brand and receives also a position as a consultant. In honor of his life's work on the 2nd February [[2007]] he receives the "Gem Award" from the JIC (Jewelry Information Center). (( [[http://www.uhren-schmuck.de/aktuelles/topnews/Jack-W-Heuer-in-New-York-mit-dem-JIC-Gem-Award-fuer-sein-Lebenswerk-ausgezeichnet.html|www.uhren-schmuck.de]] (retrieved 28.12.2007) ))

===== Current corporate strategy: Replicas of the classics as well as innovations =====
{{wst>image_cr|TAG Heuer|Kirium}}

After mechanical watches, especially in the luxury and upper-class, again hold their own ground against [[quartz watch]]es, the brand under Christian Viros reflects on its previous successful models and their unforgettable tradition. So there are many replica editions of classics like the legendary Carrera, Monza or Monaco in the series //Heuer Classics//, such as the [[TAG Heuer Targa Florio|Targa Florio]] or the [[TAG Heuer Monaco|Monaco Steve McQueen Edition]].

Through the common homeland of TAG Heuer with the watch [[manufacture]] [[Zenith]] in the [[LVMH]] valuable synergies can also be used, especially the [[movement]] manufactoring competence of Zenith. There are also [[movement]]s such as the Calibre 36 (derived from the Amplitude of 36,000 of the underlying [[El Primero]]-calibre) in the range of TAG Heuer.

In addition, the company is working intensively on new developments. It was at the BaselWorld [[2004]] that the concept watch [[TAG Heuer Monaco V4|Monaco V4]] was presented with a totally new constructed mechanical movement. Here the basic principle of the power transmission works on the basis of 13 toothed belts instead using gears as in previous mechanical movements.

At the BaselWorld [[2005]], with the [[TAG Heuer Calibre 360 Concept Chronograph|Calibre 360 Concept Chronograph]] the world's first [[high-beat]] mechanical wrist chronograph with an accuracy of a 1/100 second. It includes two different [[movement]]s, one of which is an [[automatic]] [[movement]] and the other a hand-wound [[chronograph]] [[movement]] with an amplitude of 360,000 A/h, both controlled through the same [[crown]].

But not only in the technical field, but also in terms of advanced design, the company is very agile. The [[TAG Heuer Kirium|Kirium]], designed by [[Jörg Hysek]] and launched in [[1997]], showed new ways in the design of watch cases by intertwining the watch and the bracelet to a homogeneous unit. Also the [[TAG_Heuer_Link_Calibre_5|Link]] series is regarded as a trendsetter due to their typical bracelet design.

===== New ways of marketing =====
Broad attention was attaind by the marketing campaigns of the company. First the motto "Do not crack under pressure" was launched, then "Success. It's a Mind Game". [[1995]] TAG Heuer receives the prize for the best advertising in Cannes. The following ad campaigns are "Inner Strength" and "What are you made of?"

Currently, the marketing of the company is mainly oriented towards the so-called "brand ambassadors", consisting of very popular figures from the cinema and sports business. Here the focus is less on the watch itself, but rather on the person who bears it.

TAG Heuer is tied with [[Van Cleef & Arpels]] and behind only [[Audemars Piguet]], [[Vacheron Constantin]], and [[Piaget]] in terms of the number of awards held from the prestigious [[Grand Prix d'Horlogerie de Genève]] [[as of 2020]].

{{wst>image_cl|TAG Heuer|Monaco V4 Rückseite|TAG Heuer Monaco V4 back}}

===== 150th anniversary and series production of the Monaco V4 =====
Matching the occasion of the celebration of the 150th brand anniversary, the launch of the [[TAG Heuer Monaco V4|Monaco V4]], presented as a first draft in [[2003]], offered a worthy setting. The completely redesigned movement, in which the spring force is not transferred by means of wheels, as has been customary before in virtually all watches, but with the help of toothed belts, had already stunned the specialist community as well as the general public. Hardly anyone had thought possible that this invention would reach the production stage. But the sensational debut of the Monaco V4 as a sales model took place in autumn [[2009]] high quality housed in a [[platinum]] case, limited to 150 copies, at a price of 70,000 €.

Other new releases for the 150-year anniversary are the reissue of the classic chronograph [[TAG Heuer Silverstone|Silverstone]] and the presentation of the new chronograph [[TAG_Heuer_Calibre_1887|calibre 1887]] with automatic winding, which is produced entirely in-house.

With the "Pendulum Concept" there is another innovation the first mechanical movement without [[hairspring]]. Instead of the traditional [[hairspring]] it has an "invisible" or virtual spring on a magnetic base. The device takes the form of a harmonic oscillator. Four high-performance magnets with a 3D control based on complex geometrical calculations generate a magnetic field which provides the linear restoring [[torque]] for the [[balance]] oscillations. The movement is entirely mechanical and does not contain any electronics or driven actuators. The magnetic field generated by the magnet remains constant over decades.

[[2011]] with the [[TAG_Heuer_Mikrotimer Flying 1000 Concept Chronograph|Mikrotimer Flying 1000 Concept Chronograph]] the world's first and only mechanical chronograph is presented, which accurately measures and displays periods up to 1/1000th of a second. The oscillation system is pulsing 3.6 million times per hour, ie 125 times faster than most existing chronographs and 10 times faster than the [[TAG_Heuer_Carrera Mikrograph 1/100th Second Chronograph|Carrera Mikrograph 1/100th Second Chronograph]]. For this new technology, 11 patents were filed.

===== Well known models and model ranges =====
<div style="-moz-column-count 2; column-count 2;">

  * [[TAG Heuer Aquaracer|Series Aquaracer]]/[[TAG Heuer Aquagraph|Aquagraph]] 
    *[[TAG Heuer Aquaracer Calibre S|Aquaracer Calibre S]] ([[2008]])
    *[[TAG Heuer Aquaracer Automatic Chronograph|Aquaracer Automatic Chronograph]]
    *[[TAG Heuer Aquaracer 500M Calibre 5|Aquaracer 500M Calibre 5]] ([[2009]])
    *[[TAG Heuer Aquaracer 500M Automatic Chronograph|Aquaracer 500M Automatic Chronograph]] ([[2010]])

  *[[Heuer Autavia|Autavia]] ([[1933]] the board chronograph, [[1962]] the wrist chronograph)
  *[[Heuer Auto-Graph|Auto-Graph]] ([[1953]])
  *[[Heuer Bundeswehr|Bundeswehr]] ([[1967]])
  *[[TAG Heuer Calibre 360 Concept Chronograph|Calibre 360 Concept Chronograph]] ([[2005]]) 
  *[[Heuer Calculator|Calculator]] ([[1971]])
  *[[Heuer Camaro|Camaro]] ([[1968]])

{{wst>image_cr|TAG Heuer|Carrera Calibre 16 Day-Date Titanium CV2A80 FC6256}}

  * Series [[Carrera]] 
    *[[TAG Heuer Carrera|Carrera]] ([[1964]])
    * Grand Carrera 
      * [[TAG Heuer Grand Carrera Calibre 6 RS|Calibre 6 RS]]
      * [[TAG Heuer Grand Carrera Calibre 8 RS Grande-Date GMT|Calibre 8 RS Grande-Date]]
      * [[TAG Heuer Grand Carrera Calibre 17 RS Chronograph|Calibre 17 RS Chronograph]] ([[2007]])
      * [[TAG Heuer Grand Carrera Calibre 36 RS Caliper|Calibre 36 RS Caliper]] ([[2008]])
    *[[TAG Heuer Carrera Mikrograph 1/100th Second Chronograph|Carrera Mikrograph 1/100th Second Chronograph]] ([[2011]])

  *[[Heuer Chronosplit|Chronosplit Manhattan GMT]] ([[1977]])
  *[[Heuer Daytona|Daytona]] ([[1977]])
  *[[Heuer Easy Rider|Easy Rider]] ([[1972]])
  *[[Heuer Film-Master|Film-Master]], stopwatch ([[1963]])
  * Series Formula 1 ([[1986]], only [[quartz watch]]es) 
    * [[TAG Heuer Formula 1 Indy 500|Formula 1 Indy 500]] ([[2004]])
    * [[TAG Heuer Formula 1 Calibre S 1/100th Chronograph|Formula 1 Calibre S 1/100th Chronograph]]
    * [[TAG Heuer Formula 1 Grande Date|Formula 1 Grande Date]]

  *[[Heuer Game-Master|Game-Master]] ([[1959]])
  *[[TAG Heuer Professional Golf Watch|Golf Watch "Tiger Woods"]] ([[2005]])
  *[[Heuer Kentucky|Kentucky]] ([[1977]])
  *[[TAG Heuer Kirium|Kirium]] ([[1997]])
  * Series [[TAG Heuer Link|Link]] ([[1999]]) 
    * [[TAG Heuer Link Calibre 5|Link Calibre 5]]
    * [[TAG Heuer Link Calibre 5|Link Calibre 6]]
    * [[TAG Heuer Link Calibre 16 Automatik-Chronograph 43 mm|Link Calibre 16]]
    * [[TAG Heuer Link Calibre 36 Chronometer|Link Calibre 36 Chronometer]]

  *[[Heuer Mareograph-Seafarer|Mareograph-Seafarer]] ([[1950]])
  *[[TAG Heuer Microtimer|Microtimer]] ([[2003]])

{{wst>image_cr|TAG Heuer|Monaco Calibre 12 Twenty Four Concept Chronograph}}

  * Series [[Monaco]] 
    * [[TAG Heuer Monaco|Monaco]] ([[1969]])
    * [[TAG Heuer Monaco Calibre 360 LS Concept Chronograph|Monaco Calibre 360 LS Concept Chronograph]]
    * [[TAG Heuer Monaco V4|Monaco V4]] ([[2003]], Series [[2009]])

  *[[Heuer Monte Carlo|Monte Carlo]] ([[1958]]), stopwatch
  *[[Heuer Montreal|Montreal]], ([[1972]])
  *[[Heuer Monza|Monza]] ([[1975]]), [[TAG Heuer Monza Calibre 36|Monza Calibre 36]] ([[2001]])
  *[[TAG Heuer Serie 1000, 1500, 2000, 4000, 6000|Serie 1000, 1500, 2000, 4000, 6000]]
  *[[TAG Heuer Serie S/el‎|Serie S/el]] ([[1987]])
  *[[TAG Heuer Silverstone Calibre 11 Chronograph LE|Silverstone]] ([[1974]], re-edition [[2009]])
  *[[Heuer Skipper|Skipper]] ([[1968]])
  * Series SLR
    *[[TAG Heuer SLR Chronograph Calibre 36|SLR Chronograph Calibre 36]] ([[2004]])
    * [[TAG Heuer SLR for Mercedes-Benz|SLR for Mercedes-Benz]] (2006)
    * [[TAG Heuer SLR Calibre S Laptimer Chronograph|SLR Calibre S Laptimer Chronograph]] ([[2008]]) 
    * [[TAG Heuer 300 SLR Calibre 1887 Chronograph|300 SLR Calibre 1887 Chronograph]], with [[manufacture movement]] [[TAG Heuer Calibre 1887|Calibre 1887]] ([[2010]])

  *[[Heuer Solunar|Solunar]] ([[1949]])
  *[[Heuer Temporada|Temporada]] ([[1971]])

</div>

===== TAG Heuer Calibres =====
  *See also [[TAG Heuer calibres]]

  * Manufacture calibres
    * [[TAG Heuer V4]] (2010)
    * [[TAG Heuer Mikrograph]]
    * [[TAG Heuer Mikropendulum]] (2010)
    * [[TAG Heuer Calibre HR03]] (Microtimer/ Monaco 69)
    * [[TAG Heuer Calibre 1887]] (2009) - Based on Seiko technology
    * [[TAG Heuer Calibre CH80]] (2013) - Formerly called Calibre 1969
    * [[TAG Heuer Calibre S]] (2005) - Quartz movement with mechanical chronograph module
    * [[Chronomatic]] - (Heuer 11, 12, 14, 15) in-house with Dubois Depraz 8510 chronograph module
  * Ebauche calibres
    * [[TAG Heuer Calibre 1]] - [[Unitas 6498]] [[hand-winding]]
    * [[TAG Heuer Calibre 2]] - [[ETA 2000-1]]
    * [[TAG Heuer Calibre 4]] - [[ETA 2671]]
    * [[TAG Heuer Calibre 5]] - Some are [[Valjoux 7750]], others are [[Sellita SW500]], or [[ETA 2824-2]]/[[Sellita SW 200]], or [[ETA 2834]], or [[ETA 2836-2]]
    * [[TAG Heuer Calibre 6]] - [[ETA 2895-2]]
    * [[TAG Heuer Calibre 7]] - [[ETA 2892-A2]] or [[Sellita SW 300]]
    * [[TAG Heuer Calibre 7]]-GMT - [[ETA 2893-2]]
    * [[TAG Heuer Calibre 8]] RS - [[ETA 2892-A2]] or [[Soprod TT651]]
    * [[TAG Heuer Calibre 11]] - Not to be confused with the [[Chronomatic]] Heuer 11, the TAG Heuer Calibre 11 uses a [[Dubois-Depraz]] 2018, 2021, or 2022 chronograph module on an [[ETA 2892]] or [[Sellita SW 300]] ebauche
    * [[TAG Heuer Calibre 12]] (2009) - Not to be confused with the [[Chronomatic]] Heuer 12, the TAG Heuer Calibre 12 uses a [[Dubois-Depraz]] 2002, 2008, or 2019 chronograph module on an [[ETA 2892]] or [[Sellita SW 300]] ebauche
    * [[TAG Heuer Calibre 16]] (1977/2005) - [[Valjoux 7750]], named Calibre 16 in 2005, and transitioning to [[Sellita SW500]] in 2012 (also Calibre 60)
    * [[TAG Heuer Calibre 17]] - [[ETA 2894-2]]
    * [[TAG Heuer Calibre 36]] - [[Zenith El Primero]]
    * [[TAG Heuer Calibre 60]] - [[ETA 2892-2]] with Dubois Depraz 2073 chronograph module
    * [[TAG Heuer Calibre 360]] (2005) - Chronograph with TAG Heuer C.360 1/100 second module on [[TAG Heuer Calibre 7|Calibre 7]] ([[ETA 2892-A2]]) ebauche
    * [[TAG Heuer Caliper]] (2010) - 1/10 module for [[TAG Heuer Calibre 36|Calibre 36]]/[[Zenith El Primero|El Primero]] calibres
    * [[Lemania 5100]] (1983-1986)
    * [[Lemania 1873]] (1995)
    * [[LWO 283]] (1980's-1990's) - [[ETA 2890]]/[[ETA 2892|2892]] ebauche with [[Lemania]] chronograph, later sold to [[Dubois-Depraz]]

===== Literature =====
  *[[TAG Heuer - Die Beherrschung der Zeit]]; Author [[Gisbert L. Brunner]]; ISBN 2908228831
  *[[Armbanduhren Spezial TAG Heuer]]; Author [[Peter Braun]]; ISBN 3898801918
  *[[Das ZEITGEFÜHL-Uhrenbuch]]; Author [[Gerd-Lothar Reschke]]; ISBN 3-938607-61-0

===== Address =====
TAG Heuer SA\\ Louis-Joseph Chevrolet 6a\\ CH-2300 [[La Chaux-de-Fonds]]\\ 

===== Weblinks =====
  * [[http://www.tagheuer.com/|TAG Heuer]]
  * [[http://www.zeitgefuehl.de/tagheuer.php|ZEITGEFÜHL: TAG Heuer - Zeitmessung im Dienste des Spitzensports (company chronicle)]]
  * [[http://www.calibre11.com/tag-heuer-movements/|TAG Heuer Movements: Yesterday, Today and Tomorrow]]


{{tag>Watch_brands Watch_brands_Switzerland LVMH La_Chaux-de-Fonds Biel-Bienne Saint-Imier Jura_triangle FHH}}