TAG Heuer creates watches that will take you anywhere – into the ocean’s depths, up a mountain, behind the wheel of a car.
TAG Heuer timepieces are reliable, innovative, and versatile.
The brand was originally established in 1860 in Saint-Imier by Edouard Heuer when he was just 20 years-old, making mid-range pocket watches with silver cases. It was his trips to the UK and people’s obsession with sport that saw Heuer make the connection between sport and chronographs; a link that would inspire some of the brand’s most iconic watches.
Heuer was the Olympic timekeeper in 1920, and it also supplied wrist chronographs to pilots and divers looking to break records. Jack Heuer cemented the connection between the brand and motorsport timing in particular when, in 1963, he launched the Carrera, named after the Pan-American highway race – the Carrera Panamericana. Accuracy is also what led Heuer to team up with Büren, Dubois Dépraz, and Breitling to create the Calibre 11, one of the first automatic chronograph movements launched in 1969 used in the models of the Autavia, Carrera and Monaco, Steve McQueen’s choice of wristwear for the film Le Mans. Cars and precision continued to be an obsession, even after Techniques d’Avant Garde bought Heuer, turning it into TAG Heuer. Closely connected to motor racing, with collaborations with both Ferrari and Porsche, similar values of a daring pioneering spirit and boldness, shape the identity of TAG Heuer watches.
The rich heritage is built on pushing boundaries and breaking rules, all while finding ingenious ways to overcome technological constraints to create daring watches and chronographs. Breaking watchmaking conventions means that TAG Heuer watches master time with unparalleled precision.
Our partnership
We have been in partnership with TAG Heuer for over 40 years. It’s an enduring partnership that has strengthened through the years, with TAG Heuer stocked across selected showrooms in both the UK and the US as well as online across all our fascias. We have also partnered with the brand on opening key TAG Heuer monoboutiques. We include TAG Heuer across our breadth of marketing activity, both nationally and regionally, and include TAG Heuer in all our key fascia campaigns in the UK and in the US.
We have helped to amplify their key launches and collections including the iconic Aquaracer, Carrera and F1 models, as well as help to maximise coverage of new ambassadors such as Ryan Gosling. We partner with the brand on providing client experience events allowing us to capitalise on the brand’s strong ties with sport by offering our clients unique experiences such as private golfing, IndyCar promotional events with driver meet-and-greets, and more. We have also taken clients on an unforgettable Porsche Driving Experience, possible through their partnership with TAG Heuer. We’ve also helped to tell the rich story and heritage of the brand by interviewing key people within their team at watch fair Watches and Wonders for the past four years.
For 2024, we’ve further strengthened our collaboration by working together on an Exclusive timepiece to celebrate Watches of Switzerland’s Centenary year that is unveiled in the Autumn months.
