Mastering Speed for 150 years
Tradition meets innovation in TAG Heuer’s newest motor-sports inspired timepieces
Motor-sports inspired, innovation driven: TAG Heuer is Swiss watch industry’s master of speed
TAG Heuer has become the world’s premium sports watch brand by remaining faithful to the traditional values and savoir-faire it shares with professional motor sports: advanced design and materials, high performance, ultimate precision, unsurpassed reliability and a total commitment to innovation.
Central to this unique synergy is the concept of speed
TAG Heuer’s 150-year passion for speed goes back to the pioneering Swiss watchmaker who founded the brand in 1860. An early automobile enthusiast and an avid fan of horse racing, Edouard Heuer was also a visionary. Realizing very early on that the world was changing fast and machines were the driving force, he put every ounce of his talent into keeping pace. Soon he was producing the fastest, most accurate, and most complicated timepieces the world had ever seen. Today, 150 years after Edouard Heuer’s first creation, TAG Heuer remains, at the avant-garde of innovation, the undisputed Master of Speed.
Nowhere has that mastery been better tested than in the fast-paced, constantly evolving world of professional motor racing. Through its partners and timekeeping responsibilities, TAG Heuer is a key player in Formula One, Indy 500, Le Mans 24 Hours, the Monaco Grand Prix, and the World Rally Championship. It was the first watch brand to develop dashboard chronographs for sports cars, partner with racing drivers, sponsor an F1 team, and master chronometric time to 1/10th, 1/100th, 1/1,000th and 1/10,000th of a second.
But the brand’s link to racing is not just technological. More than anything, TAG Heuer’s commitment to racing is human and personal. Every great hero of motor racing, from Juan Manuel Fangio to Ayrton Senna to Vodafone McLaren Mercedes Champions Lewis Hamilton and Jenson Button in F1, the Audi Team in Endurance, and new star Sébastien Ogier in the World Rally Championship — has been part of the TAG Heuer legend. These driving Ambassadors do more than just endorse the products: they road test them at lightning speeds on the fastest circuits in racing. The result of this intense R&D is a feedback chain unique in the industry. Working closely with TAG Heuer designers, engineers and craftsmen, TAG Heuer’s driving ambassadors provide invaluable insights, which, each year, are turned into new functions and details, and new levels of performance and precision.
This year is no exception: as part of TAG Heuer’s “Mastering Speed for 150 Years Celebrations”, the Swiss legend is launching new models that epitomize more than ever its profound links with motor-racing’s best.