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TAG Heuer

Swiss

The esteemed brand TAG Heuer embodies the rich and innovative spirit of Swiss watchmaking and has played a prominent role in the long history between motorsports and luxury watches

TAG Heuer’s beginnings were humble. The company originated in the small town of St-Imier in Switzerland, where Edouard Heuer began making silver pocket watches on his family farm in 1860. Heuer registered his first patent as Edouard Heuer & Compagnie in 1869 for the oscillating pinion, a keyless winding mechanism that revolutionized the chronograph and became the standard for all modern watches. 

Heuer’s interest in sports led to further innovations in watchmaking, as the company produced pocket chronographs for the crowds that gathered at horse races and greyhound races during the 1880s. The watchmaker made timepieces for the medical profession and precision chronographs for the dashboards of airplanes and motor vehicles in the years that followed. It supplied stopwatches to the Olympics during the early 20th century, not long after Edouard’s son, Charles-Auguste Heuer was installed as head of the company. Its chronograph technology eventually migrated to wrists. 

Motor racing and luxury watches have long been intertwined — Rolex, for example, was named the official timekeeper of the Daytona International Speedway in 1962, and its Daytona would appear soon afterward. Heuer’s lofty position in the sport was cemented by then — racers widely preferred Heuer chronographs, and the first iteration of the popular Heuer Autavia was a dashboard timer. The brand’s recognition continued to grow in the 1960s — the first Swiss timepiece to travel into space was the Heuer strapped to astronaut John Glenn during his historic 1962 orbit around the Earth, and the company’s association with Formula 1 also took shape during the decade. 

In 1969 — the year that Heuer, Breitling and Hamilton collectively debuted their revolutionary automatic chronographs at Basel Watch Fair — Porsche driver Jo Siffert became Heuer’s official brand ambassador — the first personal sponsorship in F1 history that was non-automotive.

The Heuer Autavia chronograph reference 1163T, also known as the “Siffert” in Formula 1 circles, reached legendary status among racing fans, along with the Monaco and Heuer Carrera chronographs. The latter was designed by Edouard’s great-grandson Jack Heuer, while the now-internationally renowned square-shaped Monaco earned the spotlight when Steve McQueen wore one in the 1970s movie Le Mans. The model was later lovingly dubbed the “McQueen Monaco.”  

TAG is an acronym for "Techniques d'Avant Garde" — it comes from the name of the TAG Group, a private holding company based in Luxembourg that acquired the watchmaker in 1985. TAG Heuer continues to produce high-quality luxury watches that use innovative materials, such as titanium, carbon fiber and lab-grown diamonds, underlining the brand’s commitment to sustainability. After four generations of Heuer family leadership, the company now operates under LVMH

TAG Heuer continues to embrace the new, offering a range of smartwatches, such as its Connected model, that merge traditional craftsmanship with modern features like fitness tracking and smartphone notifications. In 2023, the TAG Heuer Carrera was named the “hottest watch” of the year by GQ magazine.

Find TAG Heuer wristwatches on 1stDibs.

Average Sold Price
$1,713
Styles
Related Creators
Iconic Designs from TAG Heuer
Explore timeless pieces that have earned their place in history.
Tag Heuer Link Quartz
Tag Heuer Link Quartz
Tag Heuer Formula 1 Quartz
Tag Heuer Formula 1 Quartz
Tag Heuer Aquaracer Quartz
Tag Heuer Aquaracer Quartz
Tag Heuer Formula 1 Calibre 16
Tag Heuer Formula 1 Calibre 16
Tag Heuer Sports Elegance Ladies Quartz Wristwatch. Rotating Bezel, Yr 1995.
By TAG Heuer
Located in Canterbury, GB
Our rare neo vintage ladies quartz Tag Heuer S/EL (sports elegance) with date and rotating bezel, is a reference WG1420. Featuring a stainless steel and 18k yellow gold plated 24mm c...
Category

1990s TAG Heuer

Tag Heuer Carrera GMT Batman Bezel Steel Mens Watch CBG2A1Z Box Card
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Carrera GMT Batman Bezel Steel Mens Watch CBG2A1Z Box Card. Automatic self-winding chronograph movement with GMT function. Stainless steel case 45.0 mm. Transparent exhibit...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Tag Heuer Carrera Chronograph Green Dial Steel Mens Watch CBN2A1N Unworn
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Carrera Chronograph Green Dial Steel Mens Watch CBN2A1N Unworn. Automatic self-winding chronograph movement. Stainless steel round case 44.0 mm. Transparent exhibition sapp...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Tag Heuer Carrera Blue Dial Chronograph Steel Mens Watch CV2A1V Box Card
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Carrera Blue Dial Chronograph Steel Mens Watch CV2A1V Box Card. Automatic self-winding chronograph movement. Stainless steel case 43.0 mm. Case thickness: 16.85 mm.Transpar...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Tag Heuer Aquaracer Blue Dial Steel Chronograph Mens Watch CAY211B Box Card
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Aquaracer Blue Dial Steel Chronograph Mens Watch CAY211B Box Card. Automatic self-winding movement. Stainless steel case 43 mm in diameter. Case Thickness: 15 mm. Uni-direc...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Tag Heuer Monaco Calibre 02 Blue Dial Steel Mens Watch CBL2111 Box Card
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Monaco Calibre 02 Blue Dial Steel Mens Watch CBL2111 Box Card. Automatic self-winding movement. Alternate fine-brushed and polished stainless steel case 39.0 x 39.0 mm. Flu...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Tag Heuer Carrera Steel Yellow Gold Chronograph Mens Watch CV2050 Box Card
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Carrera Steel Yellow Gold Chronograph Mens Watch CV2050 Box Card. Automatic self-winding movement. Polished stainless steel case 41.0 mm with yellow gold chronograph pusher...
Category

21st Century and Contemporary TAG Heuer

Materials

Yellow Gold, Steel

Tag Heuer Carrera Ceramic Steel Mens Watch CBG2011 Unworn
By TAG Heuer
Located in Atlanta, GA
Tag Heuer Carrera Ceramic Steel Mens Watch CBG2011 Unworn. Automatic self-winding chronograph movement. Stainless steel case 43.0 mm. Transparent exhibition sapphire crystal caseback...
Category

21st Century and Contemporary TAG Heuer

Materials

Steel

Browse all Jewelry from TAG Heuer
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Creators Similar to TAG Heuer

More TAG Heuer Designs
Tag Heuer Link Quartz
Tag Heuer Link Quartz
Average Price
$2,167
Number Available
4
Tag Heuer Link Quartz
By TAG Heuer
Styles
Modern
Shop All
Tag Heuer Formula 1 Quartz
Tag Heuer Formula 1 Quartz
Average Price
$1,686
Number Available
3
Tag Heuer Formula 1 Quartz
By TAG Heuer
Styles
Modern
Shop All
Tag Heuer Aquaracer Quartz
Tag Heuer Aquaracer Quartz
Average Price
$2,495
Number Available
3
Tag Heuer Aquaracer Quartz
By TAG Heuer
Styles
Modern
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Tag Heuer Formula 1 Calibre 16
Tag Heuer Formula 1 Calibre 16
Average Price
$1,750
Number Available
1
Tag Heuer Formula 1 Calibre 16
By TAG Heuer
Styles
Modern
Shop All

Tag Heuer jewelry & watches for sale on 1stDibs.

Find a range of TAG Heuer jewelry & watches available on 1stDibs. Each of these unique items was designed with extraordinary care, often using steel. While looking for the most stylish antique or vintage TAG Heuer jewelry to pair with your ensemble, you’ll find that TAG Heuer diamond jewelry & watches, from our inventory of 4, can add a particularly distinctive touch to your look. We have 233 pieces in this collection as well as a number of other designs by this jeweler. While this collection reflects work that originated over various time periods, most of these items were designed during the 21st century and contemporary. If you’re looking for additional options, many customers also consider jewelry & watches by IWC, Jaeger-LeCoultre, and Audemars Piguet. Prices for TAG Heuer jewelry & watches can differ depending upon gemstone, time period and other attributes. On 1stDibs, the price for these items starts at $349 and tops out at $48,050, while pieces like these, on average, can sell for $3,469.
Questions About TAG Heuer
  • 1stDibs ExpertApril 5, 2022
    The TAG Heuer Autavia is a watch line that was inspired and adapted from dashboard timers crafted for aviation purposes. It was released as a chronograph, and later as a three-hand watch. Browse a collection of TAG Heuer Autavia watches from top sellers on 1stDibs.
  • 1stDibs ExpertFebruary 13, 2024
    The meaning of the term TAG Heuer is a luxury watchmaker based in La Chaux-de-Fonds, Switzerland. TAG stands for Techniques d'Avant Garde. Heuer and the brand name refers to Edouard Heuer, who founded the company in 1860. On 1stDibs, shop a diverse assortment of TAG Heuer watches from some of the world's top sellers.
  • 1stDibs ExpertFebruary 22, 2021
    Tag Heuer makes good watches for those who want to sport a luxury watch without spending as much as they would on a Rolex or Patek Philippe. Tag Heuer watches are designed with high quality materials and last for years. Celebrities, including actors and professional athletes, have endorsed Tag Heuer.
  • 1stDibs ExpertApril 5, 2022
    No, TAG Heuer is not a German brand. TAG Heuer is a Swiss brand established in 1860 by Edouard Heuer. TAG Heuer is a luxury brand known for its watch making, however, they also produce fashion accessories as well as eyewear. Shop a selection of TAG Heuer goods on 1stDibs.

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