TAG Heuer watches
by David Barth
written March 29, 2003
TAG Heuer
TAG Heuer's prestigious roots were started in 1860 by Edouard Heuer when he founded the company in his watchmaking workshop in St-Imier, a village in
the Swiss Jura region. Since then the name has become known for its technological innovation in precision timepieces,
including stopwatches and water-resistant watches. The company has built a reputation for understanding design and innovation.
Company founder Edouard Heuer's efforts toward sports watches and chronographs date back to 1860. TAG Heuer has provided official timing services for a host of
sporting events including the Olympic Games since the 1920s, FIA Formula 1 World Championship auto racing since 1969 and the FIS Ski World Cup since 1992.
TAG Heuer has developed partnerships with top-rated ski resorts in the French, Italian, Austrian and Swiss Alps, as well as Vail, Colorado.
TAG Heuer built the first automobile dashboard clock in 1911 and since then has cemented its relationship with auto racing. In U.S. Formula One, the name has been
associated with many of the sport's luminaries: Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Michael Schumacher and, of course, perhaps the greatest talent of
all - Ayrton Senna. And since 1986, TAG Heuer has been closely involved with the McLaren Formula 1 racing team.
TAG Heuer is a leading producer of prestigious Swiss sports watches and chronographs sold under one of the world's most widely recognized luxury brand names.
The name "TAG Heuer" is instantly recognizable worldwide; undeniably original. It has a personality and a style all of its own.Unconventional, original, fast moving -
these are just some of the qualities immediately associated with the Tag Heuer Brand. 6000 Series models are carved from stainless steel, 18-karat gold, and are
distinguished by their refined styling. Alternate polished, fine-brushed and sapphire-blasted finishes highlight the complex construction of the case and bezel. The
bracelet, comprised of more than 200 parts, is a technical feat. 6000 Series models are high-performance quartz and traditionally crafted automatic calibers. The
ladies watch is refined with a thinner band than the gents and unisex sizes. Certified chronometers are available in unisex and gents sizes. 6000 Series:
Sophistication bearing the TAG Heuer signature.
With its highly distinctive lines, the S/el Series is a perfect blend of sport and elegance. It features a fascinating interplay of materials, subtly contrasting alternate
finishes and sheer radiance. The unique and comfortable metal bracelet has become a TAG Heuer hallmark. The stitched leather strap available in a choice of colors
adds to the sophisticated yet rugged look. The S/el collection also includes officially certified chronometers, 1/10th or 1/100th of a second quartz chronographs and
automatic chronographs. S/el Series: a unique design in watchmaking history. TAG Heuer has carved from solid steel a watch embodying the eery essence of sport:
a blend of power and beauty. A timepiece created from the most advanced technology. A new alliance of style, high-performance and ergonomics. A milestone in
watch design. Kirium. Avant-garde. Kirium: Shaped by the spirit of sport. With its powerful yet understated style, the 2000 Series has come to symbolize sports
watches. The identity of the new 2000 is expressed through its original 12-sided turning bezel.. Strength and originality are expressed in the bevelling on the bezel
stud notches, in the central bracelet links and in the swell of the leather.
Heuer became an international reference
for sports and prestigious watches. The brand is founded on solid historical values with the emphasis on innovation and a passion for sports. Since November 1999,
it has been owned by the world's foremost luxury group: LVMH (Louis Vuitton-Moet Hennessy). With Zenith, Ebel, Chaumet, Benedom and Fred, TAG Heuer is now
part of the world's fourth largest watchmaking enterprise at the heart of the LVMH Watch & Jewellery branch.
Official timer to the World Ski and Formula 1 Championships, the brand constantly derives new technologies, expertise and its own highly distinctive spirit from this
activity. TAG Heuer is also heavily involved in the world of sailing, and partners many sportsmen in disciplines such as athletics.
Edouard Heuer was passionate about precision. When he founded his workshop in 1860, he had only one aim: taking time measurement to greater heights. Since
then, the company has always been in the avant-garde of watchmaking, whether in terms of technology, the choice of materials or design. From the first patent for
a chronograph mechanism in 1882 to the 1998 launch of the Kirium Ti5 in grade 5 titanium and carbon fiber; from the first chronograph measuring 100ths of a
second (1916) to the first analog display quartz chronograph (1983), not forgetting the first automatic chronograph with a microrotor (1969), Heuer wrote some of the
greatest chapters in watchmaking history. This mastery is reflected in the impressive number of patents making TAG Heuer one of the key references in Swiss Made
watch-making know-how. For 141 years, the company has confirmed its initial vocation: producing watches that constantly push back the frontiers of precision,
reliability and aesthetics. That is why the TAG Heuer philosophy is symbolized by the slogan "Swiss Avant-Garde since 1860".