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In 1985, Heuer was acquired by TAG Group (Holdings) S. TAG is an abbreviation for Techniques d’Avant Garde.

TAG Group combined the TAG and Heuer brands to create the TAG Heuer company we know today. Back in the days when good engineering trumped marketing concerns, movement designers sought to develop calibers with fewer moving parts, to make them more reliable and easier to service.

Watch lovers admire its technical sophistication, while motorsport fans appreciate its durability and the unmistakably sporty look.

In 1992, TAG Heuer and Formula 1 began a long-lasting collaboration, during which time the Swiss brand was the official timekeeper and embodied what is probably the best-known racing series in the world.

This collection is the first collection launched after the merger of the two companies.

Interesting detail: The quartz crisis had just been overcome, but many traditional Swiss brands still had difficulties selling mechanical watches.

Among other things, TAG Heuer has developed a state-of-the-art ceramic that, in addition to scratch-resistant sapphire glass and titanium carbide coating, makes the watches virtually indestructible to external influences.

The TAG Heuer Formula 1 collection has always been a big seller.

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In addition, there are accurate quartz movements and traditional mechanical movements, so that really every watch fan or racing fanatic gets his money's worth.

The company soon built a reputation for quality workmanship and precision timekeeping.

That, coupled with a series of technical innovations dating to the 1880s, led the company to become a specialist in the field of timing sporting events.

TAG Heuer is one of the world’s leading luxury watch brands, offering a strong history of innovation, deep connections with sports timing and automobile racing, and more recently, a series of groundbreaking developments in the field of ultra-fast mechanical chronographs, an innovative tourbillon watch priced under ,000, and the launch of a luxury smartwatch.

Here are 10 other things you should know about TAG Heuer.


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