This process is repeated several times, which allows minute details to be introduced to the case in each round. Then, the metal is tempered for 35 minutes at a temperature of 1080 degrees Celsius. A metal sheet is punched into a rough case in a stamping machine using extreme pressure between 40 to 80 tonnes.
The cases are built to protect the dial from dust, moisture, and harmful shocks. Each element of the design is deliberated upon to the smallest details. The design sketches are developed using an advanced computer-aided design (CAD) system. Headquartered in La Chaux-de-Fonds, every TAG Heuer design is a case study in mechanical precision and sophisticated beauty.
French luxury-goods group LVMH Moet Hennessy Louis Vuitton, or simply LVMH, acquired the Swiss company, and brought on a new era of innovation, with new approaches to the creation of movements and achieving record-breaking precision. The final change of hands in the history of TAG Heuer witnessed the assimilation of the brand with one of the biggest names in the global luxury industry in 1999. The company made big leaps in the luxury watches niche, leveraging their historic watches like the Autavia, Monaco, and Calibre and incorporating modern cutting edge technology. TAG Heuer transitioned from makers of mechanical watches to a brand embracing modernity and representing sophistication. In 1985, the Techniques d’Avant-Garde business group came to acquire majority stakes in Heuer marking the beginning of TAG Heuer. 1958 onwards, under the leadership of Jack Heuer, Heuer started dominating the industry with their watches being used by the likes of the Ferrari racing team in world events. The 1930s saw Heuer expanding their range of wristwatches and incorporating their first brand inscription, “Ed. Heuer’s stopwatches and pocket chronographs were used extensively for automobiles, sports timing, production, and even artillery calculations. In the 20th century, there was an increase in the demand for accurate timing owing to advancements in industrial production, science, and transportation and a boom in sporting events across the world. There began the journey of TAG Heuer, a name that is now synonymous with high-functioning, luxury chronograph watches associated with the topmost sporting events of the world.Īll through the initial years, the company was focused on innovation with Edouard Heuer, achieving several pathbreaking patents. Edouard Heuer opened a watch shop in Saint-Imier, Switzerland, in 1860, mainly to produce silver pocket watches. One of the longest-running legacies in the watchmaking world originates from the ambitions of a 20-year-old.
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