With its early expertise in the automatic chronograph, TAG Heuer’s best-known designs remain the legendary Monaco (a favorite of McQueen’s), the sporty and youthful Formula 1, and the perennially innovative Carrera. The brand would become known as TAG Heuer in 1985, plotting a future for the innovative, avant-garde watchmaker that the brand is best known as today.
Through two formative decades in motorsport under the watchful eye of Jack Heuer, and savvy partnerships with legendary names like Ayrton Senna and Steve McQueen, the Heuer family name became synonymous with dependability, precision, and rebellious, but easy-wearing luxury. Imier, Switzerland, by Edouard Heuer, it wouldn’t be until the mid-1960s that the Heuer name would roar into watchmaking legend, helping pioneer the development of the world’s first automatic chronograph, which would soon be depended upon by professional motor racers and coveted by enthusiasts.
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