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, and now Europe with the opening of our first TAG Heuer mono-brand boutique in the Republic of Ireland.
In addition, our Lakeside shopping centre boutique in the UK has relocated and been updated to the latest TAG Heuer concept and we also opened a new TAG Heuer boutique in Battersea Power Station. All openings were supported with a local marketing plan across both digital and traditional media to increase awareness of the opening and to drive sales and footfall.
We included TAG Heuer in both our UK and US digital marketing campaigns to highlight key and core timepieces for men and women, as well as our Watches of Switzerland Group Exclusive TAG Heuer Carrera. To further enhance the story telling opportunities for TAG Heuer, we included
them in several of our Calibre podcasts and YouTube videos, as well as supporting their new launches across social media, emails and Calibre magazine and online. These include the TAG Heuer x Porsche 50th anniversary tribute chronographs, their promotional ambassador campaign with Ryan Gosling, and their partnership with Formula 1 and Red Bull Racing.
Partnering on client experience events allows 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.
