Julien Tornare

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6a, rue Louis-Joseph Chevrolet, 2300 La Chaux-de-Fonds - Switzerland

Cover - TAG Heuer

IdentityTAG Heuer

1860, Saint-Imier at the very heart of the birthplace of watchmaking. A young ambitious watchmaker decides to found his own brand. His name: Edouard Heuer. At just 20 years old, he was to revolutionize the watchmaking industry by breaking away from the established rules. Ever since that time, TAG Heuer’s vocation has been to push back the boundaries and defy convention to invent incredible watches and chronographs of extreme precision. The invention of the oscillating pinion in 1887 exemplified this spirit, streamlining the chronograph’s design and enhancing its responsiveness—a principle that underpins our engineering philosophy even today. Then came the 1916 Mikrograph, the first stopwatch accurate to 1/100th of a second, cementing TAG Heuer's reputation as the precision timekeeper in competitive sports. Indeed, the world of TAG Heuer is intimately linked to motor racing and the division of time into infinitely small units, but its aura extends well beyond this arena. Capturing TAG Heuer’s ethos, our prominent partnerships and brand ambassadors express the brand’s passion for action and high performance. These include the Oracle Red Bull Racing Formula 1 Team, the TAG Heuer Porsche Formula E Team, the Formula 1 Monaco Grand Prix and Monaco Grand Prix Historique, the World Endurance Championships and the Indianapolis 500. As for TAG Heuer ambassadors, they all share the ability to stand up to pressure, constantly pushing their limits. This illustrious group includes motorsport legends Ayrton Senna and Steve McQueen, Hollywood icons Ryan Gosling, Patrick Dempsey, Alexandra Daddario, and Wi Ha Jun, and tennis stars Naomi Osaka, Felix Auger-Aliassime and Petra Kvitovà. The brand's spirit of adventure is further represented by big wave surfers Kai Lenny and Maya Gabeira, alongside rising athletes such as Sydney McLaughlin-Levrone, Fred Kerley, Summer McIntosh, and Sky Brown.

Visuals representative of TAG Heuer campaigns, products identity, and savoir-faire

Visuals representative of TAG Heuer campaigns, products identity, and savoir-faire

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    Since their inception, the TAG Heuer Carrera and the TAG Heuer Monaco have stood as beacons of innovation in the watchmaking world, donned by legends of motorsports who forged their successes with these icons on their wrists. Born in 1963, the TAG Heuer Carrera is renowned for its timeless elegance and emphasis on legibility, embodying the essence of classic yet contemporary design. It graced the wrists of racing's finest, from Niki Lauda to Ronnie Peterson, during their monumental victories. The TAG Heuer Monaco, introduced in 1969, broke new ground with its unique square case and status as the first water-resistant automatic wristwatch. It achieved legendary status as Jo Siffert raced wearing it in 1970, and it was immortalized by Steve McQueen in the movie "Le Mans." Both collections, revered for their innovative spirit and enduring appeal, continue to captivate collectors and enthusiasts alike.
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    The Maison’s commitment to excellence is echoed across its four Swiss Manufactures in La-Chaux-de-Fonds, Cornol, Tramelan, and Chevenez, where innovation and tradition merge to create timepieces of unmatched quality and enduring legacy. Within the serene Jura Mountains of Switzerland, TAG Heuer's movement manufacture in Chevenez stands as a testament to the brand's horological mastery. As one of the select watchmakers boasting its own in-house movement production, TAG Heuer has been at the forefront of Swiss-made automatic movement design and manufacturing for over a decade. Our sophisticated calibres, including the renowned Heuer 02 (Ref. TH20-00), are crafted with precision, featuring components like the column wheel and vertical clutch that enhance chronograph accuracy.


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