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TAG Heuer
Founded by Edouard Heuer in 1860, TAG Heuer is the house that timed motor racing before anyone else took it seriously - and, since 2025, the official timekeeper of Formula 1 again. Haute Time covers the Carrera, the Monaco and every F1 partnership release.
228Stories published
1860Maison founded
5Current collections
TAG Heuer is a Swiss watch manufacturer founded in 1860 by Edouard Heuer in Saint-Imier and owned by LVMH since 1999. Its defining models are the Carrera, introduced in 1963 and named for the Carrera Panamericana road race, and the square-cased Monaco of 1969, the first automatic chronograph in a water-resistant square case and the watch Steve McQueen wore in Le Mans. TAG Heuer returned as Official Timekeeper of Formula 1 in 2025, extending a motorsport timing history that runs back to the 1911 Time of Trip dashboard chronograph.
TAG HeuerFounded 1860La Chaux-de-FondsLVMHCarreraMonacoFormula 1Heuer 02Motorsport timing
The Collection
Carrera Chronograph
Racing chronograph · 39-44mm
Cal. Heuer 02 / TH20
Monaco
Square chronograph · 39mm
Cal. Heuer 02
Aquaracer
Dive · 40-43mm
Cal. TH31 / Calibre 5
Formula 1
Entry sport · 38-43mm
Quartz & Solargraph
Autavia
Heritage motorsport
Cal. Heuer 02
Latest TAG Heuer Coverage
All 228 Stories ›
All Features
The 5 Watch Complications Every Collector Should Understand
All Features
TAG Heuer Marks the Final Dutch Grand Prix With Two Formula 1 Solargraphs
News
The Colors of Racing: The New TAG Heuer Carrera Chronograph x Team Ikuzawa
News
TAG Heuer Monaco Speed 12 Debuts at Monaco Grand Prix 2026 With Revolutionary 12-Cylinder Inspired Display
News
TAG Heuer Celebrates Over Two Decades as Official Timekeeper at the 110th Indianapolis 500®
News
TAG Heuer’s Formula 1 Solargraph Returns in a Pastel Palette
Milestones
1860
Edouard Heuer founds the workshop in Saint-Imier.
1916
The Micrograph measures to 1/100th of a second and becomes a sports timing standard.
1963
The Carrera launches, named after the Carrera Panamericana.
1969
The Monaco debuts - the first automatic chronograph in a square water-resistant case.
2025
TAG Heuer returns as Official Timekeeper of Formula 1.
Timely FAQs
What is the difference between the Carrera and the Monaco?
Both are racing chronographs, but the Carrera is the round, legible, driver-focused design from 1963, while the Monaco is the 1969 square-cased statement piece with the crown traditionally on the left. The Carrera is the everyday choice; the Monaco is the icon.
Is TAG Heuer a luxury watch brand?
It sits at the accessible end of Swiss luxury, spanning roughly $1,500 to well past $20,000 for in-house chronographs and complications. The Heuer 02 and TH20 calibres are made in-house, so the upper collections compete on movement, not just badge.
Why is TAG Heuer associated with Formula 1?
Heuer has timed motorsport since the 1911 Time of Trip dashboard chronograph and has been tied to F1 teams and drivers since the 1970s. In 2025 TAG Heuer took over as Official Timekeeper of Formula 1, and it is also the title partner of the Grand Prix de Monaco.
Where can I read TAG Heuer reviews from a watch publication?
Haute Time has published more than 150 TAG Heuer stories since 2006 - Carrera and Monaco limited editions, LVMH Watch Week launches, and the Formula 1 timekeeping partnerships.