TAG Heuer’s History in Motor Racing

The Heuer Carrera is connected to motor racing like no other. It is now celebrating its 55th birthday and we are telling its stoty. Discover TAG Heuer’s history and  learn more about some of the most legendary stages of motor racing in our sponsored articles.

The 1960s – How it all began

Jack William Heuer joined the family business shortly after graduating. He soon began developing his vision for the future of the Heuer business and realized that “motorsport enthusiasts were a natural target group for Heuer”. The story of the Heuer Carrera, a watch whose name would ultimately become a myth in its own, begins in 1963.
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The 1970s – Another golden era for the Heuer Carrera

The Heuer Carrera pulled into the fast line with plenty of horsepower and racing sport dynamism in the 1970s. Like most big watch brands, TAG Heuer ows its reputation to its pioneering spirit. Jack Heuer was the first watch producer to sponsor a Formula One racing driver. He became a pioneer of product placement in films and launched a partnership with Ferrari.
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The 1980s – A Legendary Caliber, the Lemania Carrera Chronograph

TAG Heuer Carrera Lemania - 55 years 80s

The Eighties were a decisive decade for the future of Heuer. The brand was hard pressed to cope with the challenges posed by a strong Swiss franc and cheap competition. Jack Heuer was compelled to sell his company in 1982. Heuer then became TAG Heuer in 1985, when the TAG corporate group assured the future of the prestigious brand. The Carrera chronograph was reborn with a new movement.
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The 1990s – Back to the Roots: The TAG Heuer Carrera 1964 Re-Edition of 1996

TAG Heuer’s chronographs enjoyed greater success in the mid 1990s than ever before, but there was a growing demand for historical flair. The result was a high-fidelity replica of the Carrera from 1964. TAG Heuer also managed to revolutionize televised Formula One racing by becoming its official timer in 1992. The brand’s proud history also fascinated the French LVMH Group, which took it over in 1999.
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The TAG Heuer Carrera from 2000 to Today – An Extra Dose of Adrenalin

After eleven years as the Formula One’s official timekeeper, TAG Heuer took over the timekeeping for IndyCar, the most popular American racing series. TAG Heuer also became the first watchmaking brand ever to be directly associate with an official F1 team designation. Since 2011, the watch manufacturer has kept time at the most glamorous of all motorsport races: the Grand Prix of Monaco. The brand has never shown its genetic proximity to the racing sport more clearly than it does today. This is also true for the watch with which it all began. In the new millenium, the Carrera soon occupied the center of every TAG Heuer collection. With new calibers, great innovations and designs with a clear focus toward the future, it has undergone further development at a very sporty pace since 2000.
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The Latest News – TAG Heuer launches the TAG Heuer Carrera “Tête de Vipère” Chronograph Tourbillon Chronometer

To celebrate the Carrera’s anniversary, TAG Heuer launches the TAG Heuer Carrera “Tête de Vipère” Chronograph Tourbillon Chronometer. It’s the first TAG Heuer chronograph to bear the “Tête de Vipère” stamp of excellence, which is awarded by Besançon Observatory on behalf of the International Bureau of Weights and Measures. It will be available in a limited edition of 155 watches as an allusion to the 55 years since the Heuer Carrera was created.
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To celebrate the anniversary of the Heuer Carrera, TAG Heuer has published a special-edition book entitled Ahead of its time. Recounting the highlights of this signature collection and the models that have sealed its legendary status, the book describes how the often-pioneering Heuer Carrera chronograph, which is now synonymous with the brand, became universally recognized as an icon. This 4,500-book edition is available in the brand’s boutiques and can be ordered from www.tagheuer.com in certain markets.