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TAG Heuer’s story begins in 1860, when Edouard Heuer founded a watch workshop in St-Imier, Switzerland; the TAG Heuer name was adopted in 1985. That long association with timing gives the brand a distinctive sporting character, expressed through clear instrumentation, purposeful cases and a focus on precision.
The Carrera arrived in 1963, followed by the Monaco in 1969 with its square case and automatic chronograph movement. Around these signature models sit the Aquaracer and Formula 1 collections, alongside connected watches that extend the brand’s sporty brief. Across the range, chronograph expertise and motorsport timing remain central, shaping designs that feel technical, energetic and ready for daily wear.
Across the collection, racing-inspired energy meets everyday clarity, with legible dials, robust forms and a sense of forward motion reflecting a heritage rooted in measurement and performance.