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Brand Stories
From the 1911 Time of Trip dashboard timer to the modern Connected Calibre E4, Tag Heuer's racing DNA runs deep.
Edouard Heuer patented the oscillating pinion in 1887 — the mechanism that lets a chronograph engage instantly.
By 1911 Heuer was supplying the Time of Trip, a dashboard chronograph for early automobiles. The Monaco — square, blue, and audacious — debuted in 1969, the same year Steve McQueen wore one in Le Mans.
Named after the murderous Carrera Panamericana road race, the Carrera was Jack Heuer's 1963 attempt to give racers a cleaner-dial chrono. The design language is still alive in today's Heuer 02-powered Carrera Sport Chronograph.
Tag Heuer times Formula 1 again (since 2025) and partners with Porsche's motorsport division. The Connected Calibre E4 brings the brand into smartwatch territory while the Carrera and Monaco hold the analog line.
