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Edouard Heuer creates his company in 1860 with a small workshop located in the Bernese Jura. Thanks to several inventions such as the autonomous winding-crown or the oscillating pinion, the company is rapidly highly successful. Edouard Heuer is one of the first watch-makers to produce series manufacture of chronographs. He expresses creativeness in terms of technology as well as for production and design. Focused around sports, Tag Heuer is the official time-keeper of numerous sport events, Olympic Games being the leading one. The reason why is that the manufacture can provide sport chronometers accurate to 1/100th sec. In 1933, “Autavia” (for “Automobile” and “Aviation”) is launched, it’s the 1st dashboard instrument for cars and air planes. The same year, the first watch designed for dashboards with a movement endowed with an 8-day power-reserve is also launched: the “Hervue”. Innovation is the DNA of the maison, and the recent developments of the Tag Heuer connected watch demonstrates it. The company originally named Uhrenmanufaktur Heuer AG becomes Tag Heuer after Tag group becomes a major share-holder, in 1985, and is acquired by LVMH in 1999. Did you know that “TAG” stands for “Techniques d’Avant Garde” (precursor technologies)? Follow the label: #DontCrackUnderPressure

Iconic Product

Carrera Heuer

Inspired by the legendary Mexican Carrera Panamericana rally, Jack Heuer launched the Carrera in 1963, first chronograph designed specifically for professional car drivers. From the recent special edition Aston Martin to the connected modular model, this Carrera stays iconic through ages.
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