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00:00 TAG Heuer Introduction

As you probably already know, the world of luxury watches has a few heavy hitters when it comes to iconic brands. We’re certainly not the first people to group these watch brands together and we probably won’t be the last either!

00:59 Heuer’s Early History

The company began as Uhrenmanufaktur* Heuer AG, and was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. What many people don’t know is what the name actually stands for: "Techniques d'Avant Garde" with the founder's surname thus giving us “TAG Heuer”.

03:49 Heuer At The Races

Heuer chronographs boomed in popularity from the 1950s to the 1970s as the choice of watches among automobile racers, whether professional or amateurs.

Heuer was the very first Swiss watchmaker in space, flying into orbit with John Glenn when he piloted the Mercury-Atlas 6 spacecraft. This was the first US crewed space flight to orbit the earth and the watch came into orbit as a wrist-mounted pocket watch.

05:44 Filling The Market

One thing Heuer’s history shows us is that they are very keen on innovation. Following the introduction of the Monaco in 1969, Heuer introduced the Chronosplit in 1975. This was a digital chronograph with dual LED and LCD displays with later versions featuring two LCD displays.

07:17 The Digital Age

The dawn of readily available smart technology in the mid-to-late-2000s caused an inevitable panic among luxury watchmakers. Always on the move, TAG Heuer announced the launch of their first smartwatch in 2015 named “TAG Heuer Connected”.

The watch runs on the Android Wear operating system used by many smartwatch brands. And also offers its own app, which principally offers several custom TAG Heuer watch faces. These include:
→ Three-Hand
→ Chronograph
→ GMT
→ Themed
→ and Ambassador

08:20 What's in a Name? (TAG Heuer vs. Heuer)

You might have noticed an inconsistency in the name. As TAG Heuer hasn’t always been known as, well, TAG Heuer! Companies with growth on the horizon rarely stay solely owned by one family and TAG Heuer is no exception to this.

09:17 So: Awesome or Average?

When you look at TAG Heuer’s history, it’s absolutely clear that this is a company that is passionate about innovation. Take the introduction of dive watches in 1978. It’s abundantly clear that this was Heuer’s attempt to corner a piece of the market that Rolex had already monopolized.

Whether you’re already a fan of TAG Heuer or just being introduced to them in this video, there’s no denying the company’s impressive history. So what are your thoughts on TAG Heuer, as a company, or purely for their watches?

11:03 Outfit Rundown

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