Over the years, Heuer became more and more associated with the world of motorsports, with their products acting as the official timekeeper of many racing events. This was the time of the Monza, possibly Heuer’s most famous chronograph, brought to glory by its association with actor Steve McQueen. Together with Breitling and Hamilton, Heuer created a line of in-house automatic movements during the end of the 1960s. The Autavia wrist chronograph was introduced in 1962, and the Carrera, designed by Jack Heuer, debuted in 1963. Heuer’s expansion and specialization continued through the 1950s, until the 1960s, when astronaut John Glenn used a Heuer stopwatch in the first manned NASA spaceflight, making Heuer the first company to send a watch into space. A line that expanded in the 1940s, with the introduction of two and three register models.Īfter WWII, the company continued to manufacture their chronographs and cooperated with Abercrombie & Fitch to manufacture their watches. They also began manufacturing Flieger chronographs for the German Luftwaffe. In the 1930s the Autavia was introduced, first as a dashboard timer designed for cars and planes (AUTomobiles + AVIAtion). In 1916, his son, Charles-Auguste, created the Mikrograph, the first stopwatch featuring a high-beat precision movement capable of tracking time to the 1/100th of a second, and later, the “Semikrograph”, which was accurate to the 1/50th but had a split-second function. And in 1914 he adapted his chronographer designs to the wrist, creating his first wristwatch. In 1911 he patented the “Time of Trip”, the first dashboard chronograph, to be used in cars, and after that, in airplanes. He developed and patented his first chronograph in 1882, and in 1887 he introduced an oscillating pinion concept that is still used by watchmakers today. The TAG name is an acronym for “Techniques d’Avant Garde” - a mission that is still present today in the company’s motto: “Swiss Avant-Garde since 1860”.Įduard Heuer’s obsession was the precise tracking of time, and this comes out very clearly from the first steps of his company. TAG Heuer’s original name was “Uhrenmanufaktur Heuer AG”, and it was founded in St-Imier, Switzerland by Edouard Heuer in 1860. In time, the brand became so famous for its association with precision and motorsports that it expanded its product range by entering into eyewear and accessories through licensees. TAG Heuer is a well-known Swiss luxury manufacturer of high-precision chronographs and watches.
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