Heuer, like many other Swiss watch manufacturers, struggled through the quartz crisis of the 1970s, which resulted in such a dire situation that the company went up for sale. TAG Heuer Aquaracer Professional 200 Date McQueen’s 1971 film, LeMans, gave Heuer’s racing pedigree the elusive Hollywood mystique. When Steve McQueen sported a square Heuer Monaco during his all-too-short racing career, both the man and the watch were immortalized in photographs that have become enduring templates for men’s fashion. Specifically, the Heuer Autovia and Carrera chronographs Absolutely Among the drivers. Later, in 1914, Heuer presented their first wrist-worn chronograph.īy the 1960s, Heuer watches were so thoroughly embedded with auto racing that it’s hard to find a photo of Formula 1, Indy or GT racing from the era that doesn’t feature their logo. However, Heuer is best known for making chronographs, starting with dashboard clocks used in both cars and airplanes. Soon after, he patented unique mechanisms, some of which still function in many mechanical wristwatches today. In 1860, long before Technics d’Avant-Garde (TAG) bought a majority stake in the company (which was later absorbed by the LVMH group), Edouard Heuer founded his eponymous watch manufacturing company in La Chaux-de-Fonds. 5.3 TAG Heuer Carrera Automatic Chronograph.5.2 TAG Heuer Carrera Sport Chronograph.
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