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Swiss avant-garde

In 1860, TAG Heuer – known as Heuer at the time – was founded by Edouard Heuer in Saint-Imier, Switzerland. Over the past 160 years, much has changed but the brand’s commitment to innovating and developing cutting-edge watchmaking creations has remained constant.


The reference in luxury chronograph watches, TAG Heuer’s high-precision timing innovations have kept pace with the evolution of sports since 1860. Our timepieces make it possible to capture every fraction of a second of a performance. From the wrists of the drivers who have marked the history of motor racing to your wrist, TAG Heuer watches have a lasting impact on their time and their era.

The Collections

Carrera Chronograph

Flawless finesse.

The allure of timeless elegance, exquisitely embodied in a refined, modern design.
Introducing the new TAG Heuer Carrera Chronograph.


They’re the original rebels and racers. From “The King of Cool” to “The Master” the number one of Formula One, our Heritage ambassadors were putting the pedal to the metal ahead of their time.
Even as we welcome the trendsetters of tomorrow, we continue to celebrate these timeless legends, who continue to inspire us every day.



Considered one of the best drivers of all time, Ayrton Senna embodies this quest for perfection and performance. Magic Senna, his three Formula 1 world championships in 1988, 1990 and 1991, his 41 Grand Prix victories and his 65 pole positions. A true legend and a charisma that went beyond the paddocks. Fast and intrepid, the Brazilian never stopped pushing the limits to offer us races full of passion and panache. In 1991, he was the face of the very first #dontcrackunderpressure campaign and remains the perfect embodiment of this philosophy.

Ontdek de Formula 1 Collection


Between Steve McQueen and TAG Heuer, it's a beautiful story worthy of Hollywood. A 1970 film in which the King of Cool breaks the screen with his steel blue eyes and his TAG Heuer Monaco on his wrist. From the famous film "Le Mans" to "Bullit" and car racing, Steve McQueen loved challenges and the thrill of it all. Decades later, the actor continues to fascinate new generations and embody TAG Heuer's values. An eternal icon who loved to seduce and push the boundaries.

Ontdek de Monaco collectie


Juan-Manuel Fangio has always defied the limits of time. At a time when riders over 30 years old were considered "too old", El Maestro joined the intense and ultra-competitive world of Formula 1 at 37 years old. This audacity will be crowned with five world championship titles. 

Ontdek de Carrera collectie