Edouard Heuer founded Uhrenmanufaktur Heuer AG in 1860, with the company’s watches and timers using the “Heuer” branding through to 1985. The company remained in the control of the Heuer family until 1982 when it was bought by a consortium led by Piaget and Lemania.

Heuer was then sold to Techniques d’Avant Garde in 1985, becoming TAG Heuer from March 1986.


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From the Vault: The story of the Heuer Carrera Blue Dial 7753BT

Welcome to a story about a watch that doesn’t exist, at least officially. While the first-generation 1960s Heuer Carrera was offered with a wide variety of dial options over its six-year life span, each of these dials stuck close to the monochromatic end of the colour scale. Sir could have any colour he wished, so long as it was black… Read More

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Vintage Heuer Monaco- The Ultimate Collector’s Guide

The Heuer Monaco is one of the world’s most iconic watch designs. Not only does it immediately stand out from the pack of monochrome circular watches with its sharp-edged square case and bright-blue dial, but the Monaco was also a highly innovative watch when it was launched back in 1969, featuring both the world’s first automatic chronograph movement and the… Read More

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Perspectives on the Heuer Globetrotter Exhibition

The Heuer Globetrotter Exhibition is now in full swing, having opened simultaneously across nine cities last week. The exhibition is a fresh take on how a watch brand can recognise and celebrate their heritage, as instead of simply showing watches sourced from the TAG Heuer Museum, the Globetrotter exhibition displays both watches belonging to local collectors, as well as selected… Read More

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The Story of James Garner’s Heuer Carrera 3647N

This is the story of a very special 1960s Carrera, a watch that belonged to a Hollywood legend who not only starred in one of the most famous motor racing films of all time, but was also the owner of a racing team that competed at Le Mans and Daytona. This is the story of James Garner’s treasured Heuer Carrera…. Read More

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Vintage Heuer Pasadena- The Ultimate Collector’s Guide

On the surface, the story of the Heuer Pasadena seems like a simple one: a single chronograph model available with either a black PVD or stainless steel case that stayed in the Heuer catalogue for just over three years. But while the Pasadena itself is interesting enough- another niche chronograph from the post-Chronomatic period at Heuer- the greater story of… Read More

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Autavia Cup Winner- 2446 MK3 TAG Heuer Autavia Re-edition

Following more than 50,000 votes from the public, TAG Heuer today announced that the Autavia model chosen to make a comeback will be a re-edition of the Autavia 2446 MK3. Now that we know the model, the two remaining questions are what will the size be and which movement will the watch use? While we’d like to think that the… Read More

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Choose the next TAG Heuer Autavia: The Autavia Cup

Back in December we broke the news that TAG Heuer would re-release the Autavia as part of its 2017 Heritage Collection. And to make the choice of model more interactive, TAG Heuer has launched an online competition to help whittle the list down to a final four from which the production watch will be chosen. Here’s your chance to influence… Read More

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Vintage Heuer Autavia- The Ultimate Collector’s Guide

Reading the history of Heuer as it is usually written today, it’s easy to get the impression that the Carrera was the series that really established the brand’s credentials as the leading maker of racing-inspired chronographs. And while the Carrera was certainly important, it was in fact another model that had the real sporting heritage and authenticity- the Heuer Autavia. Taking… Read More



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