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Tag Heuer

A history of innovation

Heuer can trace its origins to 1860 when a 20 year-old called Edouard Heuer opened a small workshop in Saint Imier, Switzerland. In 1887, Edouard invented the oscillating pinion, an invention which continues to be used in many chronographs to this day. Interestingly, the year “1887” would be subsequently used by TAG Heuer for the name of a manufacture movement released in 2010.

Throughout its history Heuer, and later named TAG Heuer, has been linked with chronographs and timers. For example in 1911, Heuer invented the Time of Trip, an on-board chronograph for installation within the instrument panels of cars and aircraft. The device was used to indicate the duration of a journey.

Heuer created the Solunar in 1949 after a request from Abercrombie & Fitch for a watch capable of indicating the tides. Jack Heuer, who was only 15 years of age at the time, spoke to his physics teacher, Dr. Heinz Schlit, who performed all of the necessary calculations to bring the watch to fruition.

In 1963, Jack Heuer designed the Carrera chronograph, named after the hazardous Carrera Panamericana car race of the 1950s. The watch was the first timepiece designed by Jack and featured a remarkably clean and highly legible display.

A significant landmark in the history of Heuer was the decision to make the first self-winding chronograph. Jack Heuer was very aware that the research and development costs of creating this movement would be colossal. He approached Willy Breitling and they agreed to share the development expenses between both watch companies. Project 99 was the codename for the movement, later to be named Calibre 11 at the time of its launch in 1969.

To differentiate the first Heuer watches equipped with the Calibre 11 from Breitling models featuring the same movement, Jack had the inspired idea to release the iconic Monaco model. The Monaco paired the world’s first automatic chronograph with a water-resistant square case. This watch had a stylish appearance and would famously appear the following year on the wrist of Steve McQueen in the film, “Le Mans”.

Motorsport has always been close to the heart of Heuer. The company enjoyed a commercial relationship with Team Ferrari during the 1970s, both as a sponsor and as the official timekeeper.

Heuer was also at the vanguard of quartz equipped timing devices, releasing the Microsplit 820 in 1973. This was the world’s first quartz pocket sized sports timer, accurate to 1/100th of a second.

In 1985, Heuer was purchased by TAG Group and the brand name changed to TAG Heuer. Later, TAG Heuer was acquired by Louis Vuitton Moët Hennessy (LVMH), but the name of the watch brand,  on this occasion, remained unchanged.

Haute horlogerie

TAG Heuer makes watches from the relatively accessible, costing less than £1000, to very complex mechanical watches with commensurate pricing. A specialist department within TAG Heuer was formed to develop radical, cutting-edge timepieces.

The Monaco V4, released in 2009, featured belt drives, a linear mass and ball bearings. Thereafter, the brand released a series of mechanical chronographs, capable of measuring fractions of a second. Initially, the Carrera Mikrograph was released, capable of displaying 1/100th of a second, followed by the Mikrotimer Flying 1000 (1/1000th of a second) and the Mikrogirder (1/10000th of a second).

The brand has also created models eschewing conventional hairsprings in favour of magnetic pendulums. It is this degree of innovation which justifies the company’s claim to being “avant-garde”.

Closing remarks

TAG Heuer has an extensive range of models including the Formula One, Aquaracer, Link and Silverstone. However, the darlings of the brand’s collection are the Carrera and the Monaco. These two families have led to many gorgeous looking variants being released over the years and there are many good examples to be found on the pre-owned market.

Both the Carrera and Monaco have incorporated various movements, including the legendary Zenith El-Primero. This iconic high-frequency 5 Hz movement is called the Calibre 36 by TAG Heuer and is held in high-esteem by purists for its fully integrated design incorporating a column-wheel, proffering a velvety action to its push pieces.

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Currently in stock

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  • Tag Heuer Monza CR5112Tag Heuer Monza CR5112

    Tag Heuer

    Monza CR5112

    July 2013 £3,250.00
  • Tag Heuer Carrera Calibre 1887 CAR2110Tag Heuer Carrera Calibre 1887 CAR2110

    Tag Heuer

    Carrera Calibre 1887

    June 2015 £1,895.00
  • Tag Heuer Carrera WV1413.BA0793Tag Heuer Carrera WV1413.BA0793

    Tag Heuer

    Carrera WV1413

    June 2013 £1,850.00
  • Tag Heuer Formula 1 Grand Date CAU1115Tag Heuer Formula 1 Grand Date CAU1115

    Tag Heuer

    Formula 1

    September 2012 £1,250.00
  • Tag Heuer Aquaracer Leonardo DicaprioTag Heuer Aquaracer Leonardo Dicaprio

    Tag Heuer

    Aquaracer Limited Edition

  • Tag Heuer Carrera 43mm Muhammad Ali Special Edition of 1,000. Model reference WAR2A13.BA0738Tag Heuer Carrera 43mm Muhammad Ali Special Edition of 1,000. Model reference WAR2A13.BA0738

    Tag Heuer

    Carrera WAR2A13

    Pre-owned UNUSED £2,125.00
  • Tag Heuer Carrera 43mm Muhammad Ali Special Edition. Model reference WAR2A11.FC6337Tag Heuer Carrera 43mm Muhammad Ali Special Edition. Model reference WAR2A11.FC6337

    Tag Heuer

    Carrera WAR2A11

    Pre-owned UNUSED £1,990.00
  • Tag Heuer Aquaracer CAJ2110.BA0872Tag Heuer Aquaracer CAJ2110.BA0872

    Tag Heuer

    Aquaracer CAJ2110.BA0872

    February 2014 £1,950.00
  • Tag Heuer Grand Carrera Chronograph Calibre 36 RS Ref: CAV5115Tag Heuer Grand Carrera Chronograph Calibre 36 RS Ref: CAV5115

    Tag Heuer

    Carrera CAV5115

    August 2012 £4,150.00
  • Tag Heuer Grand Carrera CAV511BSteel Tag Heuer Grand Carrera CAV511B

    Tag Heuer

    Grand Carrera

    October 2012 £2,690.00
  • Tag Heuer Monaco CAW211BS18053-7

    Tag Heuer

    Monaco CAW211B

    June 2011 £3,495.00
  • Tag Heuer Carrera Chronograph Calibre 1887 Automatic movement CAR2111Tag Heuer Carrera Chronograph Calibre 1887 Automatic movement CAR2111

    Tag Heuer

    Carrera CAR2111

    July 2004 £2,250.00
  • Tag Heuer Monaco CAW211BTag Heuer Monaco CAW211B

    Tag Heuer

    Monaco CAW211B

    September 2011 £3,495.00
  • Tag Heuer Carrera Lady WV141VTag Heuer Carrera Lady WV141V

    Tag Heuer


    April 2013 £1,150.00
  • Tag Heuer Monza CR5112Tag Heuer Monza CR5112

    Tag Heuer


    January 2017 £3,950.00
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Previously in stock

  • Tag Heuer Silverstone CAM2110Tag Heuer Silverstone CAM2110

    Tag Heuer

    Silverstone CAM2110

    July 2013 £3,250.00
  • Tag Heuer Monaco Calibre 12 Automatic Chronograph CAW211PTag Heuer Monaco Calibre 12 Automatic Chronograph CAW211P

    Tag Heuer

    Monaco CAW211P

    April 2017 £2,950.00
  • Special Offer! Tag Heuer Monaco calibre 12 Chronograph CAW2110Tag Heuer Monaco calibre 12 Chronograph CAW2110

    Tag Heuer

    Monaco CAW2110

    April 2015 £2,895.00 £2,450.00
  • Tag Heuer Monaco Calibre 12 Chronograph CW2111-0Tag Heuer Monaco Calibre 12 Chronograph CW2111-0

    Tag Heuer


    November 2007 £2,150.00
  • Tag Heuer Aquaracer CAF2110Tag Heuer Aquaracer CAF2110

    Tag Heuer

    Aquatimer CAF2110

    November 2007 £1,250.00
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