When Edouard Heuer first opened his watchmaking workshop in Saint-Imier, Switzerland in 1860, his aim was at improving the measurement of time. Therefore, since the very beginning, the company has always focused on the innovation of technique, materials and design.
In 1887, Heuer invented the oscillating pinion, still used today for some of the big brands’ chronographs. A few decades later, the company left its first lasting mark on the sporting world by inventing the dashboard chronograph for cars. This was known as the Tag Heuer “Time of Trip”, which, in 1916, was patented as the Tag Heuer “Mikrograph”, the first stopwatch with 1/100th of a second accuracy.
From 1920 to 1928, Heuer was chosen as the official timekeeper for the Olympic Games in Antwerp, Paris and Amsterdam. Continuing its research in the sports field, in 1950, it patented and launched the “Mareographe”. This was the first wrist-chronograph with a tide indication and chronograph functions for sailing regattas.
In 1966, fifty years after the first Tag Heuer Micrograph, Heuer was granted a patent for the “Microtimer”, the first miniaturized electronic timekeeping instrument with 1/1,000th of a second accuracy.
From 1971 to 1979 Heuer was the official timekeeper for the F1 World Championship, later becoming the official sponsor for Ferrari, and MacLaren Mercedes.
In 1985, Heuer changed its name to the currently-used label: “TAG Heuer”.
In the 1990s, TAG Heuer was the official timekeeper of the FIS Alpine Ski World Championships, as well as for the FIA (Fédération Internationale de l’Automobile) Formula 1 World Championships.
In 2002, Heuer won the Geneva Grand Prix d’Horlogerie for the category of Best Design. It also sponsored the Oracle BMW Racing team, and became a finalist in the Louis Vuitton America’s Cup. One year later, the company chose the famous golf player, Tiger Woods, as its celebrity representative, a collaboration that continues to this day.
The company’s passion for involvement in the sporting world, particularly for sport races involving speed, helped it to become the official timekeeper for the Indy Racing League (IRL), and the Indy 500 in 2004. One of the fastest races on the international circuit, Tag Heuer successfully met the challenge of producing chronometers accurate to 1/1000th of a second.
The year 2007 saw the launch of a big advertising campaign including a wide range of celebrities offering official testimonials about TAG Heuer. From the sporting world this included Maria Sharapova, Lewis Hamilton and Kimi Raikkonen. In the world of cinema, this included Uma Thurman and Brad Pitt, and “Bollywood” stars such as Priyanka Chopra and Shah Rukh Khan. Even some emerging Chinese stars were featured in the campaign, such as actor and singer Peter Ho.
Among the famous TAG Heuer testimonials, Steve Mc Queen deserves a special mention, giving the name to the TAG Heuer “Monaco Steve Mc Queen”. The actor wore this model in the film Le Mansin the 1970s, quickly bringing the watch to cult status.
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