A sporting advantage

Avant Garde

TAG stands for Techniques d'Avant Garde, which literally means the forefront (vanguard) of technology. The innovation, invention and style used to produce the watches, ensure that they are the finest sports watches available. Ernest Jones is proud to stock TAG Heuer.

From Le Mans to Sunset Boulevard

Drenched in the glamour of Formula 1 and Hollywood and endorsed by the most desirable celebrities in the world, TAG Heuer is one of the world's biggest brands.

Ground breaking and innovative this brand is fully endorsed by the world's most glamorous celebrities, making TAG Heuer one of the most sought after watch brands at Ernest Jones.

Founded by Edouard Heuer in 1860 at Saint-Imier in Switzerland, TAG Heuer has been leading the Swiss watch industry for almost a century and a half. Ground breaking and innovative this brand is fully endorsed by the world's most glamorous celebrities, making TAG Heuer one of the most sought after watch brands at Ernest Jones.

Olympian technology

TAG Heuer is world renowned for sports watches. Following the invention of the Micrograph, which is the first stopwatch accurate to 1/100th of a second, TAG Heuer went on to be the official timekeeper of the Antwerp, Paris and Amsterdam Olympics in the 1920's. This was the beginning of a long and fruitful relationship with sports.

Sporting greats

As a result of perfecting the sports watch TAG Heuer has earned the right to sponsor sporting legends such as Jensen Button and Maria Sharapova. From early work keeping time at major events, TAG Heuer has become one of the world's defining sports brands for ladies and men.

Ambassadors

Great sportsmen and women over the years have become ambassadors for TAG Heuer, offering their advice and experience to allow TAG Heuer to innovate and produce the finest sports watches available.

Great sportsmen and women over the years have become ambassadors for TAG Heuer, offering their advice and experience to allow TAG Heuer to innovate and produce the finest sports watches available.

From Monaco to Sunset Boulevard

From glamorous sporting stars at the forefront of sports, money and style, to the star spangled galaxy that is Hollywood. Some of the most famous celebrities of our age are associated with TAG Heuer. Hollywood legends have been known to wear the prestigious TAG Heuer brands including watches such as Aquaracer, 2000 Series, Formula 1 series and Carrera.

Leading Swiss watchmakers

This combination of sporting and celebrity glamour is unique to TAG Heuer and is evidence of their commitment not only to technology, but also style. When you are at the avant garde of technology, the challenge is to stay one step ahead.

Breakthrough in quartz and mechanical movement

TAG Heuer watchmakers and engineers have invented and designed major innovations in the mechanical field with the Monaco V4 in 2004 and in the digital and quartz field with the Microtimer. In 2005 TAG Heuer launched the Calibre 360 and in 2007 the Calibre S came out, hailed as the world's easiest to read and easiest to use analogue-chronograph with regatta function.

Form, function and ultimate precision

TAG Heuer is renowned for pushing the frontiers of precision, reaching 1/100th of a second measurement and display on a mechanical chronograph beating at 360,000 beats a second. TAG Heuer is the only Swiss watch brand that has achieved this level of accuracy.

Design principles

TAG Heuer is a design based brand. With acclaimed designs such as the award winning Monaco 69 which fuses the 19th century with the 21st in a unique timepiece that combines a mechanical manual winding movement with a high precision, digital movement. TAG Heuer also boasts the most exclusive timepiece in the world in the SLR chronograph which was developed with Mercedes for owners of the Mercedes Maclaren sports car.

On top of designing the most striking and advanced watches available, TAG Heuer has also redesigned, re-engineered and upgraded virtually all of their core lines in less than 30 months.

  • Relaunching the Link series in 2003/4 with a slimmer case and more elegant dials and introducing a new sparkling TAG Heuer
  • Link ladies' offering.
  • The Carrera series turned 40 in 2004 and celebrated with a complete redesign and upgrade.
  • The TAG Heuer
  • Formula 1 series was totally redesigned in 2004/5.
  • The 2000 series has been re-launched as Aquaracer, with a 300m water resistance and much slimmer more elegant design.
  • The Monaco, introduced in 1969 was redesigned in 2005.

TAG Heuer has maintained a commitment to design, technology and innovation throughout their history and continue to maintain a supreme standard into the 21st century.