TAG Heuer


TAG Heuer was created in 1986 when the Techniques d’Avant Garde (TAG) acquired Heuer SA and changed the brand’s name to TAG Heuer. The new ownership set about revitalising the Heuer range, adding major new models, such as the Formula 1 and the S/el sports series.

TAG Heuer was briefly listed on the stock exchange, before being acquired by LVMH in 1999, where the brand joins Hublot, Zenith and Bulgari as the group’s key watchmaking brands. Techniques d’Avant Garde no longer has any involvement in the company, despite its name remaining.


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TAG Heuer Carrera Three Hands Calibre 5 and Twin-Time Calibre 7 – In Depth Review (Ref. WBN2011, WBN2013, WBN2111, WBN2112, WBN201A)

It’s not all that often that TAG Heuer launches a new 3-hand or “non-Chronograph” Carrera series. In fact, since the arrival of the first 39mm Calibre 5 Carrera in 2003/4 (the “WV” series), the Carrera watch has remained fairly constant, with a refreshed collection (“WAR”) arriving in 2014 and now in 2021 the new WBN Carrera Three Hands series. The… Read More

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TAG Heuer Aquaracer Professional 300 Night Diver- In Depth Review (Ref. WBP201D)

The Night Diver is back. Following the release of the updated Aquaracer Professional 300 series back in April, we now have an all-black model with an all-lume dial, reprising the famous “Night Diver” watches from the mid-1980s. The “Night Diver” name comes from the Super-LumiNova coated dial- while most dials don’t glow, but have hour-markers that do, the Night Diver… Read More

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TAG Heuer Only Watch Monaco Heuer 02 Carbon- First Look (Ref. CBL2191)

The Only Watch charity auction provides a great opportunity for watch companies to not only support a highly-worth charity, but also to flex their creative watchmaking skills in creating unique one-off watches for the auction. 2021 is the ninth edition of Only Watch, and the fourth in which TAG Heuer has participated. Befitting the bespoke nature of Only Watch watches,… Read More

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From the Vault- the Inside Story of the TAG Heuer Edge

One of the favourite stories that we’ve told over the years is the tale behind the TAG Heuer Edge, a new entry-level series planned for launch in the early 2000s, but ultimately cancelled at the last minute. We showed you what the production watch would have looked like, and spoke with then- CEO Stéphane Linder (who was Head of Product… Read More

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TAG Heuer Aquaracer Professional 300 Calibre 5- In Depth Review

While the new Aquaracer Professional 300 maintains the same silhouette as the previous model, make no mistake that the new watch represents a significant step forward for the Aquaracer line. There’s a re-profiled and polished case, a redesigned caseback, new bracelet and rubber straps, an updated dial, new hands and a revised bezel. It’s a long list. So it’s somehow… Read More

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TAG Heuer x Fragment Design Heuer 02- In Depth Review (Ref. CAZ201A)

The TAG Heuer x Fragment Design Heuer 02 is a watch of contradictions. It’s not a re-edition, but nor is it a new design. It might look like an Autavia, but in reality, it’s part of the extended Formula 1 family. And while we’ve had mechanical Formula 1 watches for several years, we’ve never had one with an in-house movement,… Read More

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TAG Heuer Carrera Dato Hodinkee Limited Edition- First Look (Ref. CBK221D)

The successful TAG Heuer Carrera “Glassbox” series continues with the launch of the watch that Heuer collectors have been wanting for years- a re-edition of the Carrera “Dato” 45. While the hallmark of the vintage Carrera is simplicity and balance, the Dato 45 turns these values on their head, instead featuring an asymmetrical dial with a single large chronograph register… Read More



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