The TAG Heuer name stands for "Techniques d'Avant Garde," representing the brand's focus on producing chronographs with cutting-edge technology. The brand also has a strong focus on designing timepieces that are both robust and durable, making it a perfect match for extreme sports. Many of its timepieces have a sports-oriented look, with chunky bezels and subdials that measure each passing second with incredible precision. TAG Heuer also invests in sustainable practices using responsibly sourced materials in its luxury watches.
TAG is also well-known for its link to the motor-racing industry, including a partnership with the Red Bull Formula 1 team and Formula E racing. The Swiss company’s place in the racing world has led it to create many sports-themed timepieces, from the Carrera, with its precise minute and hour markers, to the Monaco, with its distinctive square dial. Its Aquaracer automatic chronograph was created for water sports pros and designed to withstand intense pressure.
TAG Heuer was founded by Edouard Heuer in 1860 in a little workshop in the mountainous Swiss Jura region. The company's early triumphs include a patented oscillating pinion design and a dashboard chronograph intended for aircraft and automobiles. The brand's involvement in motor sports was not to end there. In the 1970s film Le Mans, Steve McQueen wore a Heuer crest on his racing suit and a square-dial Monaco watch on his wrist. From that moment on, TAG Heuer timepieces were regularly linked with racing drivers and film stars.
The company’s commitment to creating racing-inspired luxury watches is evident in the Carrera line. The daring "heritage" design was first created in the 1960s for the Carrera Panamericana, thought to be the most dangerous auto race the world. These sporty timepieces have luminescent hands and bold markers for when precision is paramount. But TAG watches aren't just for race car drivers. TAG Heuer's Aquaracer is an automatic chronograph created for surfers, powerboat racers, and divers. Aquaracer watches are typically water-resistant to depths of 300 meters and feature a polished stainless steel bracelet or flexible rubber strap.
From its involvement with electric-powered motor-racing (Formula E) to its sustainable practices, TAG Heuer stands out for its ethical watchmaking. It is a member of the Responsible Jewellery Council, which aims to promote moral and environmental awareness when sourcing gold and precious stones. Therefore, the brand’s diamonds all come from legitimate sources.
Since 1991, TAG Heuer’s motto has been "Don’t crack under pressure." Its watches are made for active lifestyles and are thoroughly tested before leaving the workshop to ensure quality that will stand up to adventure. The brand partners with ambassadors known for their grit and determination to succeed, including action stars, models, professional golfers, and skiers. TAG Heuer also works with world-famous organizations characterized by their skill and speed, such as the Monaco Formula 1 Grand Prix. These high-profile partnerships have inspired TAG Heuer watches, such as the eclectic selection of caliber and quartz movement chronographs in the Formula 1 collection. TAG Heuer also partners with Manchester United football team, and is the official timekeeper and watch of the club. You'll see these sports-related themes shine in the selection of TAG Heuer watches at Jomashop, where you can find wristwatches that are both fashionable and functional.