TAG Heuer
- Founded
- 1860
- Based in
- La Chaux-de-Fonds, Switzerland (founded in Saint-Imier)
- In our catalog
- 12 watches from $1,550 to $24,000
TAG Heuer is the chronograph brand of motor racing. Its Carrera, Monaco and Autavia were designed for drivers in the 1960s, and Steve McQueen wore a Monaco in the film Le Mans. It's also one of the most visible luxury watch brands, with a range from quartz to complicated chronographs.
History
Edouard Heuer opened a workshop in Saint-Imier in 1860. In 1887 he patented an oscillating pinion that is still used in many chronographs, and in 1916 the company made the Mikrograph, the first stopwatch accurate to 1/100 of a second. In 1933 it made the Autavia, a dashboard timer for cars and planes.
Jack Heuer, the founder's great-grandson, launched the Carrera in 1963, named after the Carrera Panamericana road race, and the square Monaco in 1969, with one of the first automatic chronograph movements. Heuer was bought by TAG (Techniques d'Avant Garde) in 1985 and became TAG Heuer. LVMH bought it in 1999.
Signature models
- Carrera Chronograph Glassbox 39: A modern Carrera with a domed crystal inspired by the 1960s.
- Carrera Glassbox 42: A larger version.
- Carrera Date 39: A three-hand Carrera.
- Carrera Lady 29: A women's Carrera.
- Monaco Calibre 11 and Monaco Heuer 02: The square chronograph worn by Steve McQueen.
- Monza Flyback Chronometer: A flyback chronograph inspired by the 1970s Monza.
- Autavia Isograph: A modern Autavia.
- Aquaracer Professional 300: A dive watch.
- Aquaracer Professional 200 Solargraph: A solar-powered diver.
- Aquaracer Ladies 30: A women's diver.
- Formula 1 Quartz: An affordable sporty watch.
What it's known for
TAG Heuer's Heuer 02 movement is an in-house automatic chronograph with an 80-hour power reserve, used in the better Carreras and Monacos. The brand's archive is one of the richest in sports timing, and its recent Glassbox Carreras, with their domed crystals, have won back a lot of enthusiasts.
Price and positioning
Most TAG Heuers cost $1,500 to $8,000, from quartz Formula 1s to Monacos. The Carrera is often cross-shopped with Omega's Speedmaster and Breitling's chronographs. TAG Heuer's pre-owned prices fall faster than those rivals, so used Carreras can be good value.
TAG Heuer watches in our library
- TAG Heuer Formula 1 Quartz ($1,550 to $1,750)
- TAG Heuer Aquaracer Ladies 30 ($1,900 to $2,200)
- TAG Heuer Aquaracer Professional 200 Solargraph ($2,750 to $2,950)
- TAG Heuer Carrera Lady 29 ($3,000 to $3,400)
- TAG Heuer Aquaracer Professional 300 ($3,350 to $3,600)
- TAG Heuer Carrera Date 39 ($3,450 to $3,750)
- TAG Heuer Autavia Isograph ($3,650 to $3,950)
- TAG Heuer Carrera Chronograph Glassbox 39 ($5,950 to $6,450)
- TAG Heuer Carrera Glassbox 42 ($6,450 to $6,950)
- TAG Heuer Monaco Calibre 11 ($6,950 to $7,450)
- TAG Heuer Monaco Heuer 02 ($7,350 to $7,950)
- TAG Heuer Monza Flyback Chronometer ($23,000 to $24,000)
Vintage TAG Heuer watches
- TAG Heuer Heuer Autavia 1163 (pre-owned, $8,000 to $15,000)
- TAG Heuer Heuer Carrera 2447 (pre-owned, $10,000 to $20,000)
- TAG Heuer Heuer Monaco 1133B (pre-owned, $15,000 to $30,000)