Tag Heuer

TAG Heuer LVMH Swiss Manufactures S.A.


TAG Heuer is headquartered in La Chaux-de-Fonds, Switzerland, and is headed by President and CEO Jean-Claude Biver. Jack Heuer, the great grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaker in Cornol, Switzerland and a watchmaker in La Chaux-de-Fonds, Switzerland. The TAG-Heuer slogan is “Swiss Avant-Garde since 1860”.

In the mid-1960s Heuer worked with Breitling and Hamilton (and competing with Seiko and Zenith) to introduce an automatic chronograph. These projects were carried out in secret because none of the competitors wanted the other companies to be aware of their efforts. Heuer-Breitling-Hamilton held press conferences on 3 March 1969 in Geneva and New York to show her new chronographs.

The Heuer Monaco 40th Anniversary Re-Edition with Caliber 11 (2009) is a limited, contemporary replica of the original 1969 Heuer Monaco.
Tag Heuer’s first automatic chronographs were the Autavia, Carrera and Monaco. These were powered by the Cal 11 and Cal 12 clocks (12-hour chronograph); Cal 14 movement (12-hour chronograph and additional hand for GMT / second time zone) and the Cal 15 movement (30-minute chronograph). The winding crown was on the left, with the pushers for the chronograph on the right side. The earliest of Tag Heuer’s Cal 11 chronographs (from 1969) were called “Chrono-Matic”.

In the early 1970s, Tag Heuer expanded its range of automatic chronographs around the Daytona, Montreal, Silverstone, Monza and Jarama models, all powered by the Caliber 11 watch movement.

Tag Heuer Swiss Watches website