The company established by Edouard Heuer in 1860 would rely on two foundations – family leadership and technical innovation. These foundations served the company well, both in the early years and in the decades that would follow.
At age 20, Edourad Heuer opened his watch making shop in Saint-Imier, producing pocket watches, mostly in silver.
In 1869, Edouard Heuer changed the course of watchmaking with his first patent, covering a crown-operated, keyless winding system.
In 1887, Heuer received patents on the “oscillating pinion”, a component that allows a chronograph to start and stop instantly in response to the action of a pusher.
At the turn of the 20th century, innovations in industrial production, transportation, science and medicine brought demands for more precise timing. In athletics, demands for accurate, reliable timing gear became more critical, as competitors and world records might be separated by mere hundredths of a second.
As travel by automobile and air took hold, Heuer designed an instrument to be installed on the dashboards of the new generation of vehicles.
Disciplines as varied as sports timing, industrial production and artillery calculations demanded more precise stopwatches.
The era opened with Heuer having a catalog of stopwatches and pocket chronographs, but only a limited selection of wrist chronographs. In the next decades, Heuer vastly expanded the range of wrist chronographs, to become the world leader in these instruments.
In 1933, Heuer introduced the “Autavia”, a name that would continue in its catalog for decades to come.
A colorful new watch was called the “Solunar”. Hunters, fishermen and sailors may derive important information by tracking the phase of the moon, as well as the time of high and low tides.
In 1957, Heuer introduced an entirely new type of stopwatch, with the owner inserting brightly-colored, interchangeable rings to time different events.
1958 marked the dawn of a new era for Heuer. Jack Heuer became the fourth generation to manage the family company. The decade would see new chronograph models, innovating designs for legendary stopwatches and dashboard timers dominating the rally world.
Jack Heuer formally joined Ed. Heuer & Co. S.A., as the fourth-generation leader of the family business.
The “Autavia” chronograph is Heuer’s first chronograph with a Collection name.
In 1963, Heuer introduced the Heuer Carrera, the chronograph that captured the romance and danger of racing.
Heuer introduced the world’s first automatic chronographs in 1969, with the Autavia, Heuer Carrera and Monaco models. Heuer quickly moved from the classic black and white of the 1960s to the vibrant colors and outrageous shapes of the 1970s.
The joint venture led by Heuer would be the first to offer automatic chronographs in worldwide markets, with the Calibre 11 (Chronomatic) movement.
Three models were powered by Heuer’s first automatic movement, but it was the new Monaco that captured the world’s attention.
Heuer’s Electronics Division developed the Centigraph, a timing system used by Ferrari racing team.
Under the new ownership of Techniques d’Avant-Garde business group, TAG Heuer made the transition from a brand associated with mechanical chronographs to a company designing watches for the 21st century. Models developed in the 1980s became the mainstays of today’s TAG Heuer catalog.
TAG Heuer responded to the introduction of a new paradigm in the world of watches, with a revolutionary collection of its own: the TAG Heuer Formula 1.
TAG Heuer soon moved upmarket, from its traditional dive watches to watches that would incorporate the most sophisticated designs.
In 1999, leading French luxury-goods group LVMH Moet Hennessy Louis Vuitton acquired TAG Heuer.
To open the 21st century, TAG Heuer would develop entirely new approaches to the construction of watches and their movements. These innovations would provide record-breaking precision, in watches styled to reflect their leading-edge technologies.
The Monaco V4 Concept Watch introduced an entirely new approach to powering a mechanical watch, with construction that evokes a racing engine.
In 2010, TAG Heuer released its first in-house chronograph movement, the Calibre 1887.
TAG Heuer leverages its rich portfolio of historic watches, by developing and incorporating today’s leading-edge technologies. Whether the enthusiast prefers a silicon chip, a tourbillon or a carbon hairspring, their watch connects TAG Heuer’s past and future.
In November 2015, TAG Heuer introduced the first Swiss luxury smartwatch, the TAG Heuer Connected watch.
The mark the 50th anniversary of the Monaco, TAG Heuer offered a series of five limited edition models, each reflecting the style of a decade.
Since 1860, TAG Heuer has embodied avant-garde, precision and bold style, that have marked the world history of the watch industry. We invite you to explore our legacy, through our timepieces and innovations.
To enjoy the full experience,
turn on your speakers.