Since 1860, TAG Heuer has been revolutionizing the watchmaking industry.
A Brief History: Edouard Heuer, a young man at only 20 years old founded the company in St-Imier, Switzerland. The goal has always been to create “irresistible timepieces that convey a sensation of power while remaining affordable. ” Mission accomplished, and then some.
“irresistible timepieces that convey a sensation of power while remaining affordable. “
The company has been responsible for many of the technical and aesthetic revolutions you see in watch making, even today. From the oscillating pinion patented in 1887 to the iconic designs of the Carrera and Monaco watches. Heuer has been a master timepiece innovator and maker since the beginning.
It wasn’t until 1985 that the TAG Group purchased a major percentage, essentially acquiring the company and forming the name, TAG Heuer. TAG, “Techniques d’Avant Garde” and Heuer, the founder’s surname. Today, the company is owned by LVMH, the acronym for Moët Hennessy Louis Vuitton, which is a worldwide luxury goods conglomerate.
My Story: I was 17 and getting ready to graduate High School. My Mother wanted me to have a nice gift, one that we could pick out together. Growing up on the border of the poverty line, I thought perhaps she would take me for a memorable dinner or get me a sweater; something small. Instead, she pulled up to a jewelry store and led me in. We were greeted by a jeweler, whom my Mother explained she was interested in their selection of men’s watches.
I was confused, were we here for me or my Father? She asked if I liked any watches, and then followed up explaining that I could have the one of my choosing. Among the selection of time pieces were: Rolex, Breitling, and TAG Heuer. These were all used, but in excellent condition, and best of all, new-to-me. I fell in love with a 1998 TAG Heuer 2000 Exclusive, which continues to occupy my wrist to this day. I found it fitting that my graduation year, and the watch both had the number “2000” in them. Yes, I am dating myself here, and no, I do not care.
“Let me be clear, I receive no endorsements from this company. I am simply one very satisfied customer who will continue to invest in their products.”
This watch and this brand is one that I stand behind because of their attention to detail, their craftsmanship, and their durability. I am a traveler, adventurer, and albeit, very clumsy at times. The stainless steel band, the waterproof case, and the sapphire crystal glass have kept the watch on my person in more ways than I would like to admit. Let me be clear, I receive no endorsements from this company. I am simply one very satisfied customer who will continue to invest in their products.
Although some parts of the watch may seem a bit outdated (pun intended), it is still my daily go to. After nearly 18 years in my possession, and countless miles traveled across the globe, I have yet to find a substitute that is so versatile, durable, and refined.
All this to say, if you are looking for a timepiece that will literally and figuratively stand the test of time, then TAG Heuer is your brand. Whether you go vintage, used, or brand spanking new, you are sure to find what you are looking for, and at a price that will make your wallet happy too.
Post the story of your favorite timepiece below.
by Nicholas Lucin