TAG Heuer Watches
La Chaux-de-Fonds chronograph house, defined by the Carrera and the Monaco — the first square automatic chronograph.
38
Models
4
Styles
Under $2,000 - $15,000 - $50,000
Price Range
About TAG Heuer
Founded in 1860 by Edouard Heuer in Saint-Imier and rebranded TAG Heuer after its 1985 acquisition by Techniques d'Avant Garde, the company has been a chronograph specialist for most of its history. Heuer was a co-developer of the Caliber 11 automatic chronograph in 1969 — the same project that produced the first square-case automatic chronograph, the Monaco, made famous by Steve McQueen in Le Mans (1971).
The Carrera, introduced in 1963 by Jack Heuer, is the brand's racing chronograph backbone and remains in continuous production. The Monaco preserves its distinctive square case across multiple movement variants. The Aquaracer covers the dive-watch segment, the Formula 1 and Connected (smartwatch) lines provide entry pricing, and the Autavia revival recovers the brand's 1960s pilot/racing chronograph identity.
Most current TAG Heuer chronographs use the in-house Caliber Heuer 02, with a 75-hour power reserve, in mid-tier and flagship references. Pricing spans $1,800 (Formula 1 quartz) to $25,000 (Carrera Plasma Diamond), giving the brand a wider entry point than most Swiss competitors at this tier.
- Founded
- 1860
- Headquarters
- La Chaux-de-Fonds, Switzerland
- Flagship Collections
- Carrera · Monaco · Aquaracer · Formula 1 · Autavia · Connected
