10 Facts About TAG Heuer Watches

Swiss luxury watch brand, TAG Heuer (also known as Techniques d’Avant Garde) was founded in 1860 and is renowned for manufacturing premium watches that withstand the test of time. Famous for its innovation in watchmaking, TAG has its roots in automotive racing and has played a key part in the evolution of the chronograph. Here are 10 brilliant facts about the premium TAG Heuer watch brand.

4th September 2023

TAG Heuer was the official timekeeper for the Olympics.

Due to their precise timekeeping and exceptional technical innovation, Tag Heuer watches were the official timekeepers for the Olympic games in Paris (1924), Antwerp (1920) and Amsterdam (1928). They’ve become synonymous with timekeeping for world sporting events. TAG Heuer watches were used in the 1920 Antwerp, 1924 Paris, and 1928 Amsterdam Olympics.

The oscillating pinion was developed and patented in 1887

Eduoard Heuer greatly simplified and improved the chronograph with the advent of the oscillating pinion, which led TAG to become a premium brand, renowned for their luxury chronograph watches.

A TAG watch has orbited the earth

The Heuer 2915A stopwatch was strapped to Astronaut John Glenn’s wrist when he orbited the Earth in 1962. Glenn was on the Mercury “Friendship 7” mission, which orbited the earth three times in six hours.

The first watch able to measure 1/100th of a second was a TAG

The original Mikrograph watch was released by TAG in 1916, and was so accurate it could measure 1/100th of a second. This watch used a movement of 360,000 vph (vibrations per hour), ten times quicker than traditional 36,000 vph chronographs.

TAG didn’t become TAG until 1985

When TAG Heuer was founded in 1860, the company was known as the Heuer Watch Company. It wasn’t until over a century later that TAG Group acquired Heuer that it became TAG Heuer watches. You’ll only find Heuer on older timepieces.

Steve McQueen helped launch the TAG Heuer Monaco.

Actor, Steve McQueen wore the square dial Heuer Monaco in the 1970s film, Le Mans. The Monaco has its roots in automotive racing, and his character had a “Chronograph Heuer” crest on his racing suit. Thanks to this, the Heuer Monaco was also known as the“McQueen Monaco.”

Pilots in the Luftwaffe wore Heuer chronographs

In the lead-up to and during the Second World War, Heuer manufactured chronographs for the aerial warfare branch of forces during World War II.

The Heuer Monaco was the very first waterproof automatic chronograph

The first ever water-resistant automatic chronograph was launched on March 3rd, 1969 by Heuer at Basel World. The Heuer Monaco was the world’s first water-resistant automatic chronograph. It was powered by the Chronomatic Caliber 11 movement.

TAG Heuer has generations of family history

Heuer was founded by Edouard Heuer and was passed down through generations. Eduoard’s great-grandson, Jack Heuer was CEO of TAG Heuer until his retirement in 2013, at age 81. Jack inaugurated Swiss businessman and cheesemaker Jean-Claude Biver as the CEO, due to his extensive experience in watchmaking.

TAG’s slogan has withstood the test of time

TAG Heuer’s slogan, "Don't Crack Under Pressure, " was originally introduced in 1991 and has become synonymous with the brand. If the slogan ain’t broke, don’t fix it!

Sell your TAG Heuer watch with Panache

If you’ve got a TAG Heuer watch, and you’d like to learn more about its value, or you’re looking to sell your luxury timepiece, then look no further than Panache. We take pride in protecting your interests through every stage of the transaction, using our latest insights into the second-hand watch market to ensure you get the best deal for your timepiece and it, in turn, finds a new loving home. So contact us today and we guarantee the fruits of your sale to land in your bank account on the very same day you hand over your watch.

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