TAG Heuer The Glorious Evolution
TAG Heuer Powerful, revolutionary, and of the finest quality.
These are the things that come to mind when one thinks of Tag Heuer watches. From the 1860s, this watchmaker has embodied true luxury and quality in all its products and has never lost its appeal. Wearing a Tag Heuer lets you become a part of the history of Swiss watchmaking, and all the prestige that comes attached with it. Own a Tag Heuer from its collection on Ethos and you will see how you grab more eye balls than ever before.
How It All Began
In 1860, Edouard Heuer started Uhrenmanufaktur Heuer AG, which soon gained a reputation for precision and quality.
This eventually led to Heuer watches being used in sporting events including the 1920s Olympics at Antwerp, Paris and Amsterdam. To this day, TAG Heuer takes its inspiration from the sports fields, and its brand ambassadors are primarily sportsmen.
It is easy to see that, with its affinity for sports and innovation, Heuer is perennially modern. With the tagline “Swiss Avant-Garde Since 1860”, the company has consistently worked on designs that are contemporary and accessible to the younger generations, signifying a willingness to extend the idea of luxury into a more affordable range.
The Early Years
Heuer accounts for so many innovations in watchmaking that it’s a wonder that any other watchmaker could offer anything newer.
One of the first patents by TAG Heuer was in 1869, for a crown-winding mechanism. This, of course, was just the beginning.
In 1887, Edouard Heuer patented the ‘oscillating pinion,’ that improved a chronograph’s efficiency by leaps and bounds. It is in fact still used to this day for precise timekeeping.
The first stopwatch, accurate to 1/100 of a second was the ‘Micrograph’, was conceptualised in 1916 as one of TAG Heuer’s many achievements.
This was followed by ‘Autavia’, the first dashboard timer for aircraft and race cars, which was later improved upon so it could go for 8 days without needing to be wound.
Heuer introduced its first wrist chronograph in 1914, and they continued their work on these to give us the modern wristwatch.
- The Mareograph- Seafarer
With this, TAG Heuer gave the world its first chronograph with a tide indicator and regatta countdown showing the amount of time remaining.
It had to be manually wound and featured a case made of acrylic glass that was nearly unbreakable. Apart from the new functions, the chronograph allowed for stopwatch functions in seconds, 30 minutes, and 12 hours.
It was introduced in America by Abercrombie & Fitch in 1950.
- The Carrera
In 1963, Jack Heuer designed the Carrera chronograph, named for the Carrera Pan-American Rally of the 50s. It soon became one of Heuer’s most iconic models, a watch worn by the best in race car driving and was a bestseller worldwide.
The mass appeal of the Carrera was primarily due to its design. It was a watch that could be worn by race drivers, could be read clearly, and endure the vibrations of the car without being damaged.
This resulted in a functional, clean design. With the ⅕ second demarcations (a common feature of chronographs) moved to the ring holding the dial in place, it was stripped of extraneous detail. This allowed for greater readability.
Encased in stainless steel, the watch itself was shock-proof and anti-magnetic, and today has achieved cult status.
- The Monaco
TAG Heuer watches have been associated with automobile racing for decades, but of them, the Monaco takes precedence.
Introduced in 1969, in honour of the Monaco Grand Prix, the watch was introduced to the world as the first automatic, square cased chronograph.
The watch was made famous by the movie star Steve McQueen when he wore it in his film Le Mans. His character Michael Delaney is depicted wearing the Monaco with its distinctive square, blue, dial, and since then the watch has been forever associated with McQueen.
- The Chronosplit
The Chronosplit chronograph was introduced in 1975, which was the world’s first quartz wrist chronograph.
As the name implies, the watch had dual LCD and LED displays, each with their own movements.
The design was completely different from their mechanical watches, which really celebrated the advent of quartz in watchmaking.
They were manufactured for Tiffany’s and Co., and Ferrari.
The TAG Heuer Connected
The company was purchased by Techniques d’AvantGarde in 1985, and so Tag Heuer as we know it today was born. They continued their innovations in watchmaking, with the 2003 ‘Microtimer’ accurate to 1/1000th of a second, and that was later adapted to improve accuracy up to 1/10000th of a second in 2004.
When a company is as dynamic as Tag Heuer, it makes sense that the anticipation would be off the charts for its next big thing.
In collaboration with Google and Intel, the Connected Android Wear watch has a black wristband, a button on the side, and minute-markers on the edge of the dial. Google provides the software, and the processors are from Intel. The battery life is expected to last about 40 hours on a full charge.
Here’s looking forward to what the watchmaker has in store for us with the TAG Heuer Connected.