Back in 1860, a 20-year-old named Edouard Heuer started making watches in Saint-Imier, Switzerland. He wasn't interested in just making pretty timepieces. He wanted to build something that could measure performance when fractions of a second separated winners from everyone else.
That obsession with precision still defines every TAG Heuer watch we sell at Hollywood Gems. The Monaco that made Steve McQueen look impossibly cool? We've got it. The Aquaracer that professional divers trust at 1,000 meters deep? That too.
How TAG Heuer Became a Racing Icon
Edouard Heuer started making silver pocket watches at 20. His first big move came in 1869 with a crown-operated winding system that eliminated the separate key you needed to wind your watch.
The real breakthrough happened in 1887. Heuer patented the oscillating pinion, which let you start and stop a chronograph instantly with a button. Before that, chronographs were clunky and unreliable. Watch companies still use versions of it today.
In 1916, Heuer released the Mikrograph, measuring time to 1/100th of a second. Athletic competitions suddenly got more interesting with precise measurements nobody could argue with.
In 1969, Heuer launched the first automatic chronograph, the Calibre 11. They put it in three watches: the Autavia, Carrera, and this weird square thing called the Monaco. That square case looked strange then. Now it's one of the most famous watch designs in history.
What Makes TAG Heuer Different
Plenty of Swiss brands make nice watches. But TAG Heuer built its reputation solving actual problems for people who needed watches to work under extreme conditions.
The Oscillating Pinion: This 1887 invention is why your chronograph feels smooth when you push the buttons. Before Heuer figured this out, starting and stopping chronographs was rough and unreliable.
Calibre 11 and Heuer 02: The 1969 Calibre 11 put the crown on the left side, which is actually more ergonomic when using chronograph pushers on the right. The modern Heuer 02 movement offers 70-hour power reserve and COSC certification (that's independent Swiss testing that confirms it keeps accurate time).
Ceramic Construction: TAG Heuer uses high-tech ceramic for bezels and cases. This stuff doesn't scratch or fade. Drop your watch, bang it on a doorframe, wear it daily for years, and it still looks new.
Real Water Resistance: The Aquaracer Professional Superdiver handles 1,000 meters underwater. Professional saturation divers use these watches. The screw-down crowns and helium escape valves actually work.
TAG Heuer Watch Collections
The Carrera - Built for Dangerous Roads
The Carrera has a wild origin. In 1963, Jack Heuer named it after the Carrera Panamericana, a Mexican road race so dangerous they eventually banned it. Drivers hit 150+ mph on public roads with cliffs on one side.
Jack realized these guys needed to read chronographs quickly at insane speeds. So he stripped everything down to pure function. Big clear numerals, high contrast subdials, hands you could actually see. Modern Carreras keep that clean racing look in sizes from 39mm to 44mm.
Formula 1 - Modern Racing Energy
The Formula 1 collection came out in the 1980s when TAG Heuer needed something bold. They went all-in on bright colors and high-tech ceramic construction. These watches are light, tough, and show zero scratches even after years of daily wear. Available in quartz or automatic with 200-meter water resistance.
Aquaracer - Serious Dive Watches
The Aquaracer goes back to 1978. They make two types now. The Professional 300 goes 300 meters deep in a practical 42mm size.
The Professional 1000 Superdiver is built for commercial divers at crush-your-watch depths. ISO 6425:2018 certified for saturation diving. The 45mm titanium case includes a helium escape valve (helium buildup during decompression can explode the crystal). The COSC-certified Calibre TH30-00 gives you 70 hours of power reserve with a five-year warranty.
Monaco - The Steve McQueen Watch
The Monaco is TAG Heuer's most famous watch because of Steve McQueen.
When it launched in March 1969, that square case was radical. Everyone said dive watches needed round cases for water resistance. Jack Heuer and case manufacturer Piquerez proved them wrong with the first square, water-resistant chronograph.
Sharp angles, left-side crown, right-side chronograph pushers. Bright blue or black dials with white subdials. Nothing looked like it.
Then Steve McQueen wore one in Le Mans (1971). He chose it because his friend Jo Siffert, the film's racing consultant, wore Heuer watches. McQueen wanted the same Gulf Oil racing suit and Monaco chronograph.
That choice turned a slow-selling watch into a cultural icon. TAG Heuer has made countless versions since, including Gulf Racing editions with blue and orange stripes from McQueen's racing suit. Modern Monaco watches come in 39mm to 41mm with that same square case.
