TAG Heuer: Precision Timekeepers Meet Motorsport

Glorious victory or heartbreaking defeat – it all hinges on a matter of seconds in the world of auto racing. It should, therefore, come as no surprise that there’s a big need for high-precision timekeepers. Naturally, industry leaders have historically turned to Switzerland. Based in La Chaux-de-Fonds, high in the Jura mountains, is a brand that is known the world over for its precise watchmaking prowess and cult chronographs: That brand is TAG Heuer.

The manufacturer has roots dating back as far as 1860. At just 20 years of age, Edouard Heuer, the son of a shoemaker, founded a clock and watchmaking workshop in Saint-Imier, Switzerland. His vision was to produce chronographs in a more efficient and cost-effective way, and his solution was to simplify the coupling mechanism. Heuer developed the oscillating pinion, which he had patented in 1887. This innovation was not only the cornerstone of the first series production of chronographs but also laid the groundwork for the company’s future success.