A Partnership That Stands The Test Of Time

TAG Heuer’s influence on Formula 1 is incomparable, tracking not only the minutes but the moments when mortals become legends. Providing exceptional craftsmanship to both drivers and watch aficionados, discover more about this powerful allegiance that continues to captivate beyond the fast lane.

When it comes to sheer excitement, endurance, and exhilaration that Formula 1 has to offer, few recognise its incomparable power and intensity in the way that TAG Heuer does. Never has each and every second and minute felt more significant than in this high-octane world where every instance counts, with TAG Heuer ensuring you keep track of every moment leading you to victory.

Sharing a mutual passion for excellence and accomplishment, it made perfect sense that the worlds of TAG Heuer and Formula 1 collided, resulting in a universe where limitless innovation, ever-evolving technology and mere mortal becoming legends is considered the norm.

Paying tribute to this inspirational allegiance is the TAG Heuer Formula 1 collection that sees the Swiss brand fuse a racing-inspired aesthetic with watchmaking excellence, with the four new watches for 2021 serving as proof of a range that continues to compel and fascinate.

A brief history of TAG Heuer’s watchmaking brilliance

Founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, the brand set the standard of watchmaking excellence from the start. Patenting the first chronograph in 1869 this was soon followed by the creation of the oscillating pinion in 1887, still used by major watchmakers even today.

From the 1910s onwards, the innovation kept coming, with the brand patenting the first ever dashboard chronograph and wrist chronograph in the same decade.

The Swiss brand’s association with automobiles came to fruition in 1933 with the introduction of the Autavia – a dashboard timer.

The ‘50s were a particularly glorious decade for the brand as not only did it see the birth of the iconic 1957 The Ring-Master but this is when TAG Heuer cemented its status as a trusted manufacturer of timepieces to be mounted on automobiles, aircraft and boats.

Finally, it was in the ‘60s that Edouard’s great-grandson, Jack Heuer, actioned one of the first sponsorship agreement with racing driver Jo Siffert that set a powerful relationship into motion, offering the very best in performance, quality and star appeal. The motorsport champion proudly adorned the watchmaker’s logo on his car, racing suit, and of course, his wrist, inspiring others around him to soon follow suit.

Formula 1: A timeline

Sharing a similar timeline to the Swiss watchmaker’s founding, organised automobile racing can be traced back to France in 1894. From its humble origins of simple road races between one town to the next, the sport quickly evolved in an endurance test of both the car and its driver.

The need for speed saw motor racing go from the brash nature of the streets to the smoother surface of a designated circuit that would provide a safer forum for drivers to reach thrilling new heights, while drawing in enthusiastic crowds who couldn’t get enough of the sheer intensity and euphoria of the sport.

With the circuit now having been firmly established, the first ever Grand Prix tournament officially took place at the iconic French city of Le Mans in 1906. While races were commonplace during the following decades and were taking part in nations as varied as Italy and the US, rules varied from country to country with no formal championship tying the events and the rules of the sport together.

However, it was after the ending of World War II that motor racing went from an amateur sport to the slick, glamorous Formula 1 that we know and love today, with rules firmly in place and a circuit and regular calendar consisting of some of the world’s most glamorous locations.

The ultimate modern power couple

With TAG Heuer establishing its presence in the world of Formula 1 in the ‘60s, it made perfect sense that the Swiss brand went from sponsoring the stars of the circuit such as the legendary Niki Lauda, Gilles Villeneuve and Ayrton Senna.

Like the strongest, most devoted and successful of relationships, this is one built on a foundation of trust, dedication and bringing out the best in each other.

The Swiss brand’s association with automobiles came to fruition in 1933 with the introduction of the Autavia – a dashboard timer.

With the intensity, technology and overall performance of motorsports constantly improving and innovating, this meant that watches would have to keep up too – a challenge that TAG Heuer prided itself upon and – like the greatest of champions – rose emphatically to the occasion.

Never crack under pressure

Now firmly established as a crucial part of the uniform of champions, the Swiss brand marked this enduring relationship by releasing its first ever TAG Heuer Formula 1 collection in 1986.

A telling homage to the motor-racing world, the Formula 1 Series 1 timepieces range saw professional designs combined with striking colour combinations and an innovative use of materials such as solid stainless steel and almost unbreakable fibreglass to provide strength and endurance to professional drivers and racing aficionados alike.

Just like the very best racing cars, these watches were designed to survive even the most extreme of pressure and offered superb technical features such as Swiss quartz movement that can withstand substantial shock and a battery life of almost two years.

The following decades saw a flurry of follow up collections released featuring updated details such as the Series 3 F1 models that saw the brand enlist the expertise of Finnish racing driver Kimi Räikkönen.

Designed to fit any lifestyle while incorporating sports-inspired flourishes such as a metal bracelet with driving extension to fit over the sleeve of a racing suit and colourful and polished styles, the series of timepieces released over the years served as further proof of TAG Heuer’s long-lasting affinity for Formula 1.

The future is stronger than ever

Offering definitive proof that the demand and passion for TAG Heuer watches and Formula 1 shows no sign of waning is the launch of four new TAG Heuer Formula 1 watches. Sporty and sublime at once, each design aesthetically pleases the eye through a series of vibrant, energetic colourways, while offering technical purpose through a ceramic bezel that ensures grip even through racing gloves and shock and water resistance up to 200 meters.

A testament to the strength of both TAG Heuer and Formula 1, each timepiece reflects that the future of both the watchmaker and the sport is bigger, brighter, and bolder than ever. A truly powerful allegiance, it will continue to see the birth of icons – whether that’s sports stars or watch styles – and while ever delighting and enthralling racing enthusiasts.

History in your hands

As expected with such an iconic collection, TAG Heuer Formula 1 watches are revered and coveted around the world thanks to their link to the sport and their state-of-the-art detailing. Explore the latest addition to the range at Ernest Jones online and in-store today for your very own prize piece that will no doubt set your heart racing.