TAG Heuer

Few brands enjoy so close a relationship to motorsport as TAG Heuer. Founded in 1860 by Edouard Heuer, this company has been producing stopwatches and chronographs since the very beginning. What's more, the manufacturer added dashboard instruments for cars and aircraft to their repertoire in the early 20th century.

Edouard's great-grandson, Jack, made Heuer watches the de facto standard of the racing world in the 1960s. Models like the Autavia, Carrera, and Monaco quickly earned cult followings and remain integral parts of TAG Heuer's current catalog. However, more recent collections like the Formula 1 and Aquaracer series of diving watches are also highly popular among the brand's fans.

Throughout its history, TAG Heuer has distinguished itself as an innovator in the industry – a legacy this watch manufacturer from La Chaux-de-Fonds, Switzerland, continues to uphold today. For example, TAG Heuer's engineers regularly use materials from the motorsport and aerospace industries. Furthermore, they were the first luxury watchmaker that dared to enter the smartwatch market with their Connected series.

The most affordable way to own a TAG Heuer watch is to purchase a used model with a quartz movement. This includes select Formula 1 models that are available for as little as a few hundred dollars. The Aquaracer diving ref. WAY201A.BA0927 with a mechanical movement is priced at around 2,350 USD. Plan to spend about 2,800 USD on a three-hand version of the Autavia, such as ref. WBE5116.EB0173. If you'd prefer an Autavia chronograph, the price climbs to around 4,700 USD Reference CBS2210.FC6534 offers a modern interpretation of the legendary Carrera chronograph. You can buy this watch in mint condition for around 5,700 USD.

If you're interested in a TAG Heuer Monaco, the ref. CBL2111.FC6453 with a blue dial demands an investment of around 5,150 USD on Chrono24 in mint condition.

Timepieces in the Connected collection are digital, and purchase prices start at around 1,340 USD for specimens in mint condition.

The Autavia is TAG Heuer's third legendary chronograph. Its name is a portmanteau of the words "automobile" and "aviation." Vintage Autavia watches like ref. 2446 from the 1960s are extremely sought-after today and demand investments of between 11,200 and 19,000 USD in good condition. Particularly rare examples, such as the 2446 GMT, are usually more expensive.

Vintage Autavias from the 1970s and 80s are much more affordable. Heuer equipped most Autavias of this era with the Chronomatic calibers 11, 12 and 15, which can be easily identified by the crown on the left side. These timepieces have cushion-shaped cases, further distinguishing them from the manual models of the 1960s. Well-maintained specimens cost between 4,700 and 5,800 USD on Chrono24.

In 2017, TAG Heuer presented a new version of the Autavia with the in-house movement Heuer 02, the design of which is reminiscent of early chronographs from the 1960s. The version with a black dial and white subdials (ref. CBE2110.BA0687) will set you back about 4,600 USD. The model with a white dial and black subdials on a stainless steel bracelet costs about 5,820 USD.

New Edition of the Autavia

TAG Heuer treated the Autavia to a redesign in 2019. Along with chronographs, the collection also includes a series ofthree-hand watches powered by the Calibre 5, based on the ETA 2824 or Sellita SW200. The caliber of this Autavia is a COSC-certified chronometer. Historical models play an important role in the design of the modern Autavia. The highly legible, luminescent Arabic numerals, for example, hark back to the Autavia on-board instruments from the 1930s.

Plan to shell out about 2,800 USD on a stainless steel Autavia like ref. WBE5114.FC8266. You'll need another three or four hundred more dollars on hand to purchase the same watch in bronze. The variant with GMT function (ref. WBE511A.BA0650) will set you back about 4,000 USD.

At the heart of the current Autavia chronographs is the in-house caliber Heuer 02, which provides the watches with three subdials at 3, 6 and 9 o'clock as well as a date display, also located at 6. In contrast to its predecessors, which had line indices, the dial of the Autavia has features applied Arabic numerals since 2019. One example is ref. CBE511A.FC8279, which has a black dial. You can buy this model in mint condition for around 5,950 USD.

The TAG Heuer Connected was the first smartwatch from a Swiss luxury watch manufacturer. Its design resembles that of the Carrera, and its different virtual dials – known as "watch faces" – take their cues from various historical models. At the heart of the Connected is either an Intel or Snapdragon processor running the Android Wear operating system. You can pair the watch with your iOS or Android device and download thousands of apps. For example, you can use the Connected to get directions, pay for items with Google Pay, listen to music, translate phrases, or track your workouts.

The TAG Heuer Connected has a 41 or 45-mm case and is largely made of lightweight titanium. However, there are also models with rose gold-plated or ceramic bezels and lugs. Watches with diamond-studded bezels and lugs are particularly luxurious and geared primarily toward women. When it comes to band options, you can choose between a leather or rubber strap or a ceramic or titanium bracelet.

TAG Heuer introduced a number of new Connected models in 2023, including the Connected E4 Sport Edition. A 45-mm black-coated titanium watch with color accents in a choice of red, orange, or turquoise is available. New is the "Trail & Hiking" app, which TAG Heuer launched in 2023. Another new feature is a built-in barometer that allows the wearer to track their speed and elevation profile. The ref. SBR8A80.EB0259 will set you back about 2,200 USD in unworn condition.

Other popular TAG Heuer collections include the Formula 1 and Link lines. The former is – as the name suggests – dedicated to racing and is also primarily aimed at a younger audience. At the same time, quartz versions of the Formula 1 collection offer an affordable introduction to the TAG Heuer brand. The collection offers three-hand watches and chronographs.

Ref. CAZ1010.BA0842 is a popular quartz-driven stainless steel chronograph with a black dial and demands an investment of approximately 1,680 USD in unworn condition.

If you're looking for an automatic chronograph from the Formula 1 collection, the ref. CAZ2010.BA0876 might be of interest. The case of this 44-mm timepiece is also made of stainless steel. The watch is powered by the TAG Heuer Calibre 16, which is based on the famous Valjoux 7750. Plan to shell out about 2,800 USD for this variant.

A three-hand version such as the 41-mm ref. WAZ1110.BA0875 will set you back about 1,680 USD. If a GMT function is important to you, you should take a look at ref. WAZ211A.BA0875. This model is equipped with the automatic Calibre 7, which is based on either the ETA 2892 or the Sellita SW300. You can purchase this watch for roughly 2,350 USD new.

The Link Collection: Sporty and Elegant

The Link collection is home to timepieces that are both sporty and elegant. Typical of the range are the satin-finished stainless steel bracelets with double S-shaped links, which give these watches a distinctive look.

Ref. WBC1311.BA0600, for example, is a stainless steel ladies' model measuring 32 mm in diameter. This quartz watch features a blue dial and changes hands for roughly 1,740 USD.

If you'd prefer a black dial and diamond indices, look for ref. WBC131G.BA0649. You can buy this 32-mm watch on Chrono24 for around 4,540 USD in unworn condition.

The 41-mm men's version with the reference number WBC2110.BA0603 has a black dial. The watch is powered by the famous Heuer Calibre 5 based on the ETA 2824-2 or Sellita SW200. The price: approximately 2,800 USD.

The history of TAG Heuer began in 1860 when 20-year-old Edouard Heuer founded his then-small business in the Swiss town of Saint-Imier. Four years later, Heuer had garnered enough success that he was able to move his company to an impressive building in Biel/Bienne. In 1882, Heuer patented his first stopwatch, and production began that same year. He developed the so-called oscillating pinion, a revolution in chronograph production, five years later. This mechanism consists of a movable stem and two pinions, one of which is constantly engaged with the second wheel.

In 1902, Charles and Jules Heuer took over the family business. Under their leadership, the company focused on making specialty clocks, such as the 1911 on-board Time of Trip . The 11-cm (4-inch) instrument was ideal for mounting on automobile and aircraft dashboards. A large central hand indicated the time, while a small pair of hands at 12 o'clock timed periods of up to 12 hours.

Another milestone came in 1916, when Heuer unveiled the Mikrograph, a hundredth-of-a-second stopwatch in pocket watch format. The delicate second hand of this watch took only three seconds to complete one revolution. Inside, the balance beat at an incredible frequency of 360,000 oscillations per hour, equivalent to 50 Hz. Such a "super timer," as Heuer called it, was suitable for tracking the short flight times of projectiles in artillery, for example.

In the early 1930s, Heuer introduced the successor to the Time of Trip, the Autavia, a dashboard clock for cars and airplanes. It had a center seconds hand and two subdials for the 60-minute and 12-hour counters. The stopwatch was often paired with its counterpart, the Hervue, on a solid base plate. The Hervue had a power reserve of eight days and a movement from Revue Thommen. In 1962, exactly 30 years after the premiere of the Autavia, Heuer introduced a wristwatch chronograph of the same name.

In January 1964, the family-owned company Ed. Heuer & Co. SA was merged with Leonidas Watch Factory Ltd., and the Heuer family continued to run the company. During the quartz crisis, the production of mechanical watches was almost completely discontinued and quartz watches like the Chronosplit were added to the company's portfolio.

In 1982, Jack Heuer had to sell his shares in the company and the new owner, watch manufacturer Piaget, took charge from 1982 to 1985. In 1985, Techniques d'Avant Garde (TAG) entered the scene and took the reins. In 1988, the company was renamed TAG Heuer SA, and in 1996, they went public. French luxury conglomerate LVMH (Moët Hennessy Louis Vuitton SE) has owned the company since 1999. Zenith and Hublot also belong to LVMH.

TAG Heuer has always had a close relationship with motorsport. From the development of its first stopwatch in 1882 to travel watches and ultra-modern chronographs, the Swiss company is a chronograph specialist.

This wasn't lost on Steve McQueen, who wore a square Heuer Monaco in the 1971 film "Le Mans." After making its debut on the silver screen, this watch with a dark blue dial quickly became a cult icon. In late 2020, McQueen's actual watch from the movie went up for auction at Phillips and sold for over 2.3 million USD, making it the most expensive TAG Heuer to date. This made it the most expensive TAG Heuer of all time.

However, McQueen isn't the only celebrity to wear a TAG Heuer watch. Racing legends like Aryton Senna and Bruce McLaren relied on the precise timekeeping of their Carreras, while Mario Andretti is a fan of the Autavia. Even former President Barack Obama wore a TAG Heuer during his time as a senator, a model from the 1500 series with features similar to those in the current Aquaracer collection.

What does the name TAG Heuer mean?

TAG stands for "Techniques d'Avant Garde," which means "advanced techniques" in French. The company Techniques d'Avant Garde acquired a majority stake in Heuer in 1985.

Heuer refers to the founder of the original company, Edouard Heuer, who founded the company in Switzerland in 1860.

What kind of watches does TAG Heuer make?

TAG Heuer manufactures of a wide variety of watches, many of which have a connection with motor sports. These include the Autavia, Carrera, Monaco, and Formula 1 collections. With the Aquaracer line, TAG Heuer offers diving watches that are available in a variety of different versions. With the Connected, TAG Heuer became the first luxury watch manufacturer to produce a smartwatch.

What are the most famous TAG Heuer models?

TAG Heuer's most famous watches include the Carrera, Monaco, Autavia, and Aquaracer.