Heuer Historical Timeline

A quick run-down of notable dates in TAG Heuer history, from the earliest years of Heuer to acquisition and beyond:


1860 Edouard Heuer founds Uhrenmanufaktur Heuer AG in Saint-Imier, Switzerland.

1911 The “Time of Trip,” the first dashboard chronograph, is patented by Heuer.

1933 Heuer debuts the “Autavia” (a contraction of AUTomobile and AVIAtion), the first dashboard instrument (12-hour stopwatch) for automobiles and airplanes alike.

1958 Jack Heuer, great-grandson of Heuer founder Edouard Heuer, joins the family watch business.

1960 Heuer introduces the split-second Sebring stopwatch.

1961 Jack Heuer becomes the majority shareholder of Heuer.

1962 Heuer releases the Autavia Chronograph, the first Heuer chronograph with a rotating bezel.

1963 Heuer releases the Carrera Chronograph, the first chronograph designed for professional drivers. As of 2015, there have been 13 Carrera generations.

1968 Heuer releases the Camaro Chronograph wristwatch, inspired by the Chevy Camaro; production ceases in 1972.

1969 Heuer releases the Monaco Chronograph, the first square automatic water-resistant case chronograph, which is powered by the then all-new Chronomatic Calibre 11 movement.

1970 The principal photography of Le Mans, starring Steve McQueen, who wore the Heuer Monaco chronograph throughout. Movie released in 1971.

1971–’79 Heuer is an official timekeeper of Ferrari Scuderia Formula 1.

1976 Heuer releases the Daytona Chronograph wristwatch, inspired by the Ferrari Daytona but named after Daytona International Raceway; production ceases in 1980.

1982 A victim of the quartz crisis of the 1970s and ’80s, Jack Heuer relinquishes control of Heuer and departs the company.



1985 Techniques d’Avant Garde (TAG) purchases the company, which becomes TAG Heuer.

1986 TAG Heuer releases the first Formula 1 series watch that combines steel and fiberglass.

1988 Racing legend Ayrton Senna becomes a TAG McLaren Mercedes driver and TAG Heuer brand ambassador.

1992–2003 TAG Heuer is the official timekeeper for Formula 1.

1996 TAG Heuer relaunches the Carrera Chronograph, production of which had ceased in 1981.

1998 TAG Heuer relaunches the Monaco Chronograph, production of which had ceased in 1974.



1999 TAG Heuer is acquired by LVMH Moët Hennessy—Louis Vuitton.

2001 Jack Heuer returns to the company and becomes honorary chairman of TAG Heuer.

2004 TAG Heuer unveils the Monaco V4 Concept Watch, the world’s first belt-driven wristwatch.

2014 Jean-Claude Biver becomes president of the LVMH watch division (Hublot, Zenith and TAG Heuer), and CEO of TAG Heuer.

2015 TAG Heuer, Google, and Intel announce a luxury smartwatch partnership. TAG Heuer Connected smart watch is released. The TAG Heuer Carrera Heuer-01 is released.

2016 The TAG Heuer Carrera Heuer-02T, an affordable, lightweight tourbillon, is released.

2017 TAG Heuer reissues the Autavia Chronograph after 30-year cease in production.

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