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TAG Heuer

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TAG Heuer Connected

Pushing boundaries of technical innovation, the latest TAG Heuer Connected smartwatch offers even more ways to enhance your connected experience.

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New In | Formula 1

Showcasing eye-catching details, the latest motorsport-inspired TAG Heuer Formula 1 watches are a racer’s dream.

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TAG Heuer Formula 1 Watches

Shop TAG Heuer Formula 1 watches at Beaverbrooks from £895 or £16.79 per month*

Showcasing excellence with cutting-edge materials, TAG Heuer Formula 1 ticks all the boxes for a professional sports watch.

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TAG Heuer Aquaracer Watches

Shop TAG Heuer Aquaracer watches at Beaverbrooks from £1,150 or £21.57 per month*

Taking inspiration from the aquatic world, the TAG Heuer Aquaracer pays homage to the brand’s expertise in durable and reliable watchmaking.

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TAG Heuer Carrera Watches

Shop TAG Heuer Carrera watches at Beaverbrooks from £1,650 or £30.94 per month*

Fusing iconic design with motor-racing heritage, the TAG Heuer Carrera takes inspiration from the legendary Carrera Pan Americana road race.

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TAG Heuer Link Watches

Shop TAG Heuer Link watches at Beaverbrooks from £1,395 or £26.16 per month*

Featuring a highly complex geometric design, the TAG Heuer Link offers the most comfortable bracelet ever, with an even sharper and more elegant design.

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TAG Heuer Monaco Watches

Shop TAG Heuer Monaco watches at Beaverbrooks from £1,450 or £27.19 per month*

Changing watchmaking forever by designing the first-ever square water-resistant case, the TAG Heuer Monaco is a daring symbol of excellence and legendary status.

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TAG Heuer Connected Watches

Shop TAG Heuer Connected watches at Beaverbrooks from £1,495 or £56.06 per month*

Pushing boundaries of technical innovation, the latest TAG Heuer Connected smartwatch offers even more ways to enhance your connected experience.

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WORLDWIDE EXCLUSIVE

Introducing our final worldwide exclusive watch from TAG Heuer, created especially for our 100th anniversary.

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TAG Heuer Bestsellers

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About TAG Heuer

Discover A Whole World
Of TAG Heuer

TAG Heuer are renowned for their extreme levels of precision and performance. Embedded with a deep history of innovation, TAG Heuer watches continue to lead the way in watch design and next-generation technology.

TAG Heuer History

TAG Heuer Through The Years

For over 150 years, TAG Heuer has faced down every challenge head on. We go back in time to discover their story.

1860

Edouard Heuer opens a watchmaking workshop in St Imier in the Swiss Jura mountains.

1869

Edouard Heuer patented one of the first crown-winding mechanisms for pocket watches.

1886/7

TAG Heuer invents the famous oscillating pinion for mechanical chronographs. It is still used today in the mechanical chronographs of the major Swiss watch brands.

1911

The first dashboard chronograph, the “Time of Trip” is patented by TAG Heuer in 1911, designed for aircraft and automobiles.

1933

TAG Heuer creates the “Autavia” (an amalgamation of AUTombile and AVIAtion), the first dashboard instrument for automobiles and airplanes alike.

1958

Jack Heuer, the great-grandson of Heuer founder Eduoard, joins the family watch business.

1962

The first new model under the guidance of Jack Heuer, the Autavia wristwatch is launched.

1963

Jack Heuer launches the “Carrera” in tribute to the exciting “Carrera Pan-American Rally”. Created for professional drivers, it quickly becomes the watch of champions and a bestseller worldwide.

1969

The legendary “Monaco” model launches, which is the world’s first chronograph with a water resistant square case. Hollywood actor Steve McQueen wears it in his 1971 film Le Mans.

1971

TAG Heuer becomes the sponsor and Official Timekeeper of the Ferrari Racing Team.

1986

TAG Heuer releases the first Formula 1 series watch, combining steel and fiberglass.

1988

Racing legend Aytrton Senna becomes a TAG Mclaren Mercedes driver and TAG Heuer brand ambassador. A much-loved multiple world champion, Senna remains a TAG Heuer ambassador to this day.

1991

TAG Heuer adopt their now-historic mantra; Don’t Crack Under Pressure with a campaign that showcases both the brand’s and the ambassador’s determination.

1992 - 2003

TAG Heuer becomes the Official Timekeeper for Formula 1.

2003

The Mikrotimer is launched, fitted with the first Swiss electronic movement offering an outstanding precision of 1/1000th of a second.

2005

The Calibre 360 launches, the very first mechanical wrist chronograph accurate to 1/100th of a second.

2012

TAG Heuer launches the new Lady Link collection, reworking its famous design but still showcasing the signature bracelet with the S-shaped links.

2015

TAG Heuer, Google and Intel announce a luxury smartwatch partnership, and the TAG Heuer Connected smartwatch is released.

2017

The new TAG Heuer Connected Modular 45 smartwatch is released, which is the first smartwatch to have the Swiss Made title.

TAG Heuer Partnerships

Premier League

With all Premier League matches now running on TAG Heuer time, the fourth official’s new high-tech boards are inspired by the curve of the TAG Heuer Carrera watch.

Selected as the first ever Official Timekeeper and Official Watch of the Premier League, all the referees will be sporting the TAG Heuer Connected smartwatch.
Aston Martin Red Bull Racing

Boasting a long association with the adrenaline-fuelled world of motor racing, TAG Heuer are the Official Timekeeper, Official Watch and Team Performance Partner of Aston Martin Red Bull Racing.

Sharing a passion for racing and a drive to do things differently, this partnership is potentially one of the most exciting in the world of Formula 1.
Manchester United

The Official Timekeeper and Global Partner of Manchester United, TAG Heuer are renowned for their high-powered love of sport.

The most powerful team of Premier League history, Manchester United have forged a reputation as the team who never gives up. From scoring last minute winners to battling it out to secure 20 League titles, their desire for victory perfectly reflects TAG Heuer’s mantra: don’t crack under pressure.

TAG Heuer Ambassadors

Heritage

Steve McQueen

Hollywood’s original badass and movie icon, McQueen loved the thrill of motorsports offscreen. In the famous 1971 film Le Mans, he wore the TAG Heuer Monaco, catapulting the watch into superstardom.
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Ayrton Senna

Considered one of the best car racing drivers of all time, Ayrton Senna is remembered as “The King of Monaco” thanks to his six victories in a row at the Grand Prix.
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Sport

Petra Kvitova

Petra Kvitova was the first tennis player born in the 90s to win a Grand Slam. She’s admired for her play and elegance on and off the court and she has become a symbol of strength and determination for women around the world.

Alexander Rossi

Alexander Rossi is an American professional racing driver who won the 100th running of the iconic Indianapolis 500. Constantly pushing himself, his daring spirit echoes TAG Heuer’s values perfectly.
Lifestyle

Chris Hemsworth

A Hollywood superhero, Chris Hemsworth is best known as hammer-wielding “Thor” in the Marvel franchise. A true TAG Heuer fan, he portrayed Formula 1 driver James Hunt in the film “Rush”, and the Chris Hemsworth-TAG Heuer partnership began from there.

Cara DeLevingne

he epitome of an “It” girl, supermodel Cara DeLevingne is rebellious, strong-willed and wild-spirited. Whether it’s in the fashion world, on a movie set or on social media, she is constantly pushing boundaries and standing up for those who need it.
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TAG Heuer Buying Guide

Find Out Why You Should Own A TAG Heuer Watch

Why Choose A TAG Heuer Watch?

150 years of Swiss watchmaking history. You can trace TAG Heuer’s beginnings back to 1860, when it was founded by Edouard Heuer. It’s a true Swiss heritage brand.

A mainstay in the world of sport. TAG Heuer will forever be associated with the worlds of car racing, football and many others, producing highly collectable special edition timepieces. If you’re a sports fan, it’s the perfect watch for you.

A TAG Heuer watch will last a lifetime and beyond. It’s one to pass down the generations, and become a part of your family forever.

Renowned for reinventing and revolutionising. Whilst staying true to its heritage and traditions, TAG Heuer also reinvent and revolutionise the industry – just look at the TAG Heuer Connected Modular 45.

If they’re cool enough for Steve McQueen, they’re cool enough for us. The TAG Heuer Monaco was worn by Hollywood icon Steve McQueen in his 1971 film Le Mans, showing how TAG Heuer create true sports watches that are also fashion statements.

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TAG Heuer Aftercare

Cleaning Tips

Tip 1: Clean your TAG Heuer watch every two to three months to maintain its appearance.

Tip 2: For leather and fabric straps, avoid contact with water, perfume, cosmetics and any prolonged damp.

Tip 3: For metal bracelets and water-resistant cases, wash in lightly soapy water with a soft brush, without fully immersing it. Make sure the crown is fully pushed in (and screwed in, depending on the model). Rinse and dry with a soft cloth.

Tip 4: If you have any doubts about the water resistance of your watch, simply clean it gently with a soft brush.
Care Tips & Servicing

Tip 1: Although all TAG Heuer watches are tested for impact resistance, you should still avoid violent shocks to your watch. Apart from damaging its appearance, this can affect the performance of the watch.

Tip 2: Avoid leaving your watch next to equipment that produces strong magnetic fields, such as speakers, refrigerators, mobile phones and handbag clasps.

Did you know? As a general rule, a watch should have a complete service every four to five years. We have 50 stores across the UK that stock TAG Heuer.

Did you know? You can bring your TAG Heuer watch into any of these stores to arrange a service and get expert advice from our friendly team.

VIEW OUR FULL WATCH CARE GUIDE

Swiss Horology Guide

What Makes Swiss
Watches So Special?

Read our Ultimate Guide to Swiss Horology.