Making History Tick

AS THE HERITAGE DIRECTOR OF TAG HEUER, WHAT DO YOU CONSIDER THE MOST SIGNIFICANT MILESTONE IN THE BRAND’S HISTORY, AND WHY?

As the Heritage Director of TAG Heuer, I consider the most significant milestone in the brand’s history to be when Jack Heuer joined the family business in 1958. Jack Heuer was the fourth generation of the family to work in the organization, and he was highly educated, having studied at ETH in Zurich. He also had a great sensitivity for design, which he had developed even before joining the company. His first job was to set up the company’s subsidiary, HeuerTime Inc., in Manhattan, where he observed the American advertising industry, fashion, and music. He launched several iconic models, including the Autavia in 1962, the Carrera in 1963, the Monaco in 1969, and the Camaro in 1968, among others. He also introduced courts and high-precision electronic timekeeping to the brand. During his 20-year tenure, he laid the foundation for the company’s direction and collections.

CAN YOU TELL US ABOUT THE INSPIRATION BEHIND THE DESIGN OF THE CARRERA CHRONOGRAPH LEGEND?

Regarding the Carrera Chronograph Legend, the design inspiration was driven by Jack’s focus on readability and legibility. The dial has minimal text, featuring only the model name and make, and where it was produced. The Carrera Chronograph Legend also features other elements, such as the date complication and the reverse panda dials. The solid gold Carreras provided to Ferrari drivers are also an iconic feature.

HOW HAS THE BRAND MANAGED TO MAINTAIN ITS TIMELESS ELEGANCE OVER THE YEARS, AND WHAT DO YOU THINK SETS IT APART FROM OTHER LUXURY WATCH BRANDS?

TAG Heuer’s timeless elegance is maintained through its philosophy of innovation, design, and connection to motorsports. The Carrera is an excellent example of the brand’s innovation, from its design and engineering to the Carrera Plasma, which was launched last year and continued this year. The brand’s connection to motorsports has been evident throughout its history, from timing partners for Scuderia Ferrari in the 1970s to its present partnership with Porsche and Redbull.

TAG HEUER HAS A LONG-STANDING CONNECTION WITH MOTORSPORTS. CAN YOU SHARE A MEMORABLE EXPERIENCE OR MOMENT WHERE THE BRAND’S RACING SPIRIT WAS ON FULL DISPLAY?

TAG Heuer’s connection with motorsports has been a cornerstone of our brand’s history. We have had many memorable moments that highlight our racing spirit, but a few stand out. Firstly, from 1971 to 1979, we were the timing partners for Scuderia Ferrari. During this time, we set ourselves apart from other luxury brands by sponsoring a racing car and having ambassadors, which was a first at the time. Later, in 1986, Mansour Akram Ojjeh of the TAG Group purchased TAG Heuer. This investment brought us even closer to the world of motorsports, especially Formula One, due to our relationship with the McLaren team. This partnership lasted until 1999 and further cemented our commitment to motorsports. From 1992 to 2004, we served as the official timekeeping partners of Formula One, which was a huge honor for us. This role allowed us to be an integral part of the sport, and we were able to contribute to its growth and success. Today, we continue to be a part of the motorsports world, partnering with Porsche and Redbull. Throughout our company history, TAG Heuer has always been about motorsports, and it’s a passion that we will always carry with us.

THE CARRERA CELEBRATED ITS 60TH ANNIVERSARY RECENTLY. CAN YOU TALK ABOUT THE SIGNIFICANCE OF THIS MODEL FOR THE BRAND, AND HOW IT HAS EVOLVED OVER THE YEARS?

The Carrera is a significant model for TAG Heuer, having celebrated its 60th anniversary recently. Although introduced in 1963, its codes were in place in the 1950s. The Carrera was in production until 1984 but was relaunched in 1996 as a heritage design model. In 2004-2005, there was a massive design uplift for the collection, which ushered it into the modern era. Today, it’s one of the most identifiable and loved collections.

HOW DOES THE BRAND APPROACH INNOVATION WHILE STILL STAYING TRUE TO ITS CORE VALUES AND IDENTITY?

Innovation has always been part of TAG Heuer’s history, with several key innovations over its 160 years. Examples include the hermetically sealed pocket watch in 1884, the oscillating pinion for the chronograph in 1887, and the timer trip dashboard times in 1911. The brand also introduced the micrograph, the first watch timed to one one-hundredth of a second, in 1916, and the microtimer, the first one one-thousandth of a second timing device, in 1966. The brand continues to innovate today with plasma and innovative complications in the 2010s. Innovation is part of the brand’s DNA, and it remains true to its core values and identity.