Tag Heuer... A Swiss Legend Told by the Hands of Time.

Before becoming an icon adorning the wrists of Hollywood stars and world leaders, it was just a small workshop knocking on the doors of glory in a remote Swiss town...

This is the story of transformation from a workshop to a legend!

The Beginning: Edouard Heuer Makes History

In the cold winter of 1860, while Europe was undergoing its industrial revolution, Edouard Heuer was waging his own revolution in a small workshop in Saint-Imier. His invention of the oscillating pinion system in 1887 would later become the "soul" that breathes life into the world's finest chronographs!

Battles That Made History

In the trenches of World War I in 1916, the "Micrograph" with its precision of 1/100 seconds became an invaluable weapon. 

A fierce technological battle culminates in the development of the first automatic chronograph (Caliber 11), changing the rules of the game. 1969

1985 The Moment of Destiny

The quartz crisis threatens to extinguish a 125-year-old flame... At the critical moment, "Techniques d'Avant-Garde" (TAG) intervenes! A historic merger gives birth to "Tag Heuer"... a revolution marrying tradition and innovation. 

At a pivotal moment that shook the Swiss watchmaking industry, the Heuer brand stood on the brink of collapse... but the story didn’t end there! 

After more than a century of leadership (1860-1980), Heuer found itself facing: 

- The earthquake of the Japanese "quartz crisis" 

- Plummeting sales of mechanical watches 

- Debts threatening to shut down the original workshop 

The Dramatic Rescue 

At the critical moment, a legendary savior emerged: 

The company TAG (Techniques d'Avant-Garde), specializing in cutting-edge technology 

Led by the renowned Saudi billionaire Mansour Ojjeh

A rescue deal worth 100 million Swiss francs

Mansour Ojjeh

Why "Tag Heuer" Specifically? 

1. Merging Identities: 

   - "TAG" represents modernity and technology 

   - "Heuer" represents heritage and Swiss authenticity 

2. Strategic Partnership Benefits: 

   - Unlimited financial support 

   - Entry into Formula 1 racing through TAG-Porsche engines 

   - Application of aerospace technology in watchmaking 

3. Fears of Losing Identity: 

   - Fierce opposition from the Heuer family 

   - Protests from loyal fans of the original brand 

   - Concerns about "diluting" Swiss heritage 

The Astonishing Results 

In just 3 years (1985-1988)

✔ 300% increase in sales 

✔ Launch of the best-selling S/el series 

✔ Historic partnership with the McLaren Formula 1 team 

The Most Important Truth 

TAG was the spark that revived the brand, making it today (under LVMH) one of the most successful comeback stories in watchmaking history! 

With the dawn of the new millennium, the brand reclaims its glory: 

• The legendary Monaco returns—Steve McQueen’s watch in "Le Mans" 

- A confident entry into the world of smartwatches 

Tag Heuer’s Treasures Today

- Carrera: A masterpiece for racing (starting at $4,000) 

- Monaco: The square design that defied all expectations (starting at $6,500) 

- Aquaracer: A diver’s companion in ocean depths (starting at $2,500) 

Why Does Tag Heuer Remain at the Top?