Not a valid Time
Please enter the required information.
Hero Header – TAG HeuerHero Header – TAG Heuer

Welcome to the world of TAG Heuer

Today, the fans and ambassadors of TAG Heuer identify with its mindset, its quest for challenge and the ability to go above and beyond. #DontCrackUnderPressure is much more than just a slogan: it is a state of mind.

Why TAG Heuer?

TAG Heuer is the gold standard for the luxury chronograph sector. These high-precision, innovative timepieces have kept pace with the evolution of sports since 1860. TAG Heuer timepieces make it possible to time an athletic performance down to the last split second. From the wrists of drivers who have gone down in the history of motorsport to your wrist, TAG Heuer watches leave a lasting impression on their time and era.


Shortly after its founding, TAG Heuer introduced the Mikrograph – a mechanical chronograph that is five times more accurate than any other – and became the official timekeeper for the most famous sporting competitions. With the advent of motorsport, TAG Heuer became the first watch brand to sponsor the Formula 1 World Championship since it was first established.

Novelties 2023


The expertise built up by the brand since 1860 goes into every collection and every model. From the TAG Heuer Carrera to the Autavia and Monaco watches – these timepieces are the result of industry-leading, cutting-edge research. Each of these masterfully crafted collections has attained legendary status.


Born on the track in 1963, this legendary sports watch was designed for professional drivers and sports car enthusiasts. It is the standard-bearer for TAG Heuer’s sporting spirit and is the most elegant chronograph that shows your drive.

Uhrenkollektion – TAG Heuer CarreraUhrenkollektion – TAG Heuer Carrera

Uhrenkollektion – TAG Heuer Formula 1Uhrenkollektion – TAG Heuer Formula 1


Also connected to motorsport – but with a more modern twist – is the TAG Heuer Formula 1 collection. Inspired by advanced technology akin to that showcased on the Formula 1 race track, this collection is robust enough for the pros but sleek enough for everyday wear thanks to materials that are colourful and make for a comfy fit.


The TAG Heuer Aquaracer models are the epitome of precision and durability, even under the most challenging conditions. They are professional sports watches with a timeless style, reliable whatever the situation.

Uhrenkollektion – TAG Heuer AquaracerUhrenkollektion – TAG Heuer Aquaracer

Uhrenkollektion – TAG Heuer MonacoUhrenkollektion – TAG Heuer Monaco


Inspired by motorsport, the Monaco is a favourite among connoisseurs with an instantly recognisable, classic design, and now it is cooler and more cutting edge than ever.


Connectivity and top-notch design: a combination of exceptional technologies that showcase all of TAG Heuer’s watchmaking expertise. TAG Heuer Connected watches are tailored to your needs.

Discover the collection
Uhrenkollektion – TAG Heuer SmartwatchesUhrenkollektion – TAG Heuer Smartwatches

More from TAG Heuer

Discover all our TAG Heuer watches.

The TAG Heuer Era: high performance and control

Innovation has been the brand’s leitmotif since 1860: from the first luxury Connected watch in 2015 all the way back to the improved oscillating pinion in 1887. From the invention of the first automatic crown mechanism to the very first magnetic double tourbillon. With four of its own production sites, TAG Heuer has repeatedly redefined the boundaries of watchmaking technology with innovation and expertise.


TAG Heuer has driven innovations that have shaped history and are still considered the standards in the watchmaking industry today. Every single one of the Swiss-made watches attests to the brand’s skill and expertise and its quest for utmost precision.

TAG Heuer has been combining technological innovations with precise timekeeping since 1860. It is firmly tied to the world of sports, especially motorsport, and has created the world’s most precise timekeeping instruments that can record times down to five ten-thousandths of a second.



TAG Heuer VerpflichtungTAG Heuer Verpflichtung


As a custodian of an exceptional cultural legacy for the last 160 years, TAG Heuer also plays an essential role in preserving our environmental heritage through its ethical commitments, which are applied to all timepieces it creates.


In accordance with UN resolutions, TAG Heuer collects written guarantees from its suppliers to certify that all diamonds used in the company are cut by legitimate sources and are not involved in armed conflict. 


The Kimberley Process, which has been in force since 2003 and has been adopted by more than 80 countries, is a joint initiative of governments, industry and civil society to stem the flow of blood diamonds as defined by the United Nations.

Das Savoir-faire von TAG Heuer

Ever since Edouard Heuer opened his first watchmaking workshop, TAG Heuer has been synonymous with cutting-edge expertise.

Slogan Banner – TAG HeuerSlogan Banner – TAG Heuer