Behind the Brand: TAG Heuer 

Our Behind the Brand series delves into the history of some of the world’s greatest watchmakers, exploring what it is that makes them so popular. This time, we’re taking a look at the luxury Swiss watch brand, TAG Heuer. 

Whether you’re an F1 fan or just an admirer of fine watches, you’ll have no doubt heard of TAG Heuer. The brand has been synonymous with motorsports for decades, and is still the watchmaker of choice among race car drivers and timepiece connoisseurs alike. But how did TAG Heuer become the powerhouse it is today? In this Behind the Brand blog, we’ll explore the watchmaker’s history, explain its long-standing connection with motorsports, and highlight some of its most popular models. 

Where is TAG Heuer from?

TAG Heuer is one of the great Swiss watchmakers, hailing from Saint-Imier, near the French-Swiss border. The first shop was opened by brand founder Edouard Heuer in 1860, who primarily sold silver pocketwatches in the first few years of operation. 

History was changed in 1869 when Edouard Heuer developed the brand’s first patented design: a crown-wheel chronograph, a groundbreaking mechanism that allowed for more precise timekeeping than ever before. Since this date, the brand has continued to develop a number of other important watchmaking patents, including the oscillating pinion in 1887, a vital innovation that is a key component in chronograph movements to this day.

When did Heuer become TAG Heuer?

We may all know it as TAG Heuer today, but this is actually a relatively recent brand name. The watchmaker was known as Heuer AG until 1985, when the TAG group bought a majority stake in the company. The brand continued to grow and innovate under TAG’s ownership, as just a year later, in 1986, one of its most popular models to date was launched: the Formula 1. But this is just one of many links the brand has to the world of motorsports.

TAG Heuer in the racing world

TAG Heuer's links to racing go as far back as 1911, when Edouard Heuer created the “Time of Trip”, the first dashboard chronograph that was specifically designed for automobiles, as well as aircraft. And just a few years later, in 1916, came Mikropgraph: the world’s first stopwatch to measure to a hundredth of a second, which was a crucial part of motorsports throughout the 20th century.

In 1963, Edouard Heuer took the brand's relationship with racing to the next level with the Carrera. This watch was designed specifically for racers, with a high-contrast dial to make it easy to read in racing conditions, as well as a chronograph function for timing laps. The model has been worn by motorsports greats over the years, including Mario Andretti, Niki Lauda, and, more recently, Max Verstappen. 

The partnership between TAG Heuer and racing has only continued to grow as time has gone on. The brand was the official Formula 1 timekeeper from 1992 to 2003, and returned to this role again in the 2025 season. Beyond timekeeping, TAG has had partnerships with several racing teams and sports brands over the years, including Porsche and Red Bull Racing.

Where are TAG Heuer watches made today?

TAG Heuer may have changed and grown over the years, but the brand has stayed true to its roots. Every timepiece is still crafted in Switzerland, so you know you’re getting a real Swiss watch when you buy an authentic TAG Heuer. The main headquarters and factory are located in La Chaux-de-Fonds, while Chevenez is where many of the watch movements are manufactured. There are also specialised workshops in Cornol and Tramelan, which are where more complex components are crafted.

Popular TAG Heuer models

Interested in buying a TAG Heuer? There is a huge selection to choose from, which may make watch shopping feel a bit overwhelming. To make your search easier, here are some of the brand’s most popular models that have become fan favourites amongst timepiece enthusiasts and more casual watch fans alike: 

• Carrera: Originally made for racing drivers, this practical yet stylish watch has become just as popular beyond the track.

• Formula 1: This model is a beloved watch amongst F1 fans, but it makes a great addition to a wider sports watch collection, too. 

• Aquaracer: Combining sporty features with classic style, the Aquaracer is equally at home in the office or on the water.

• Monaco: Looking for something a little different? The square-faced Monaco is a truly unique watch and makes a perfect gift. It was famously immortalised by Steve McQueen in Le Mans.

• Link: The ideal everyday watch, TAG Heuer Link is as comfortable as it is stylish, with an iconic S-shaped bracelet designed for all-day comfort. 

From fan favourites like the Carrera to more niche and unique models like the Alter Ego and 2000 watches, we have a fantastic selection of pre-owned TAG Heuer watches to explore at H&T. Browse our full range today and find the next addition to your watch collection. 

Want to find out more about your favourite watchmakers? Explore the rest of our Behind the Brand series to discover the history of Cartier, Jaeger-LeCoultre, and Rolex.