TAG Heuer: A brilliant sporting legend of luxury watches

  The renowned Swiss watch brand TAG Heuer has a long-standing connection with world-class motor racing, a sport that challenges the limits of precision timing. TAG Heuer was the first brand to sponsor a racing team, invite racing drivers as brand ambassadors, and the only chronograph brand to achieve precision timing of 1/10, 1/100, and 1/1000 seconds. It is worth noting that TAG Heuer is the only official timekeeper for the Indy 500 race, an event that demands timing precision of up to 1/10000 seconds. By respecting its core brand values and the essence of sport, TAG Heuer has built a unique reputation for avant-garde design and materials, extraordinary precision, and exceptional reliability.

    Through long-term partnerships with entities such as the F1 McLaren team, the Indy Racing League, the World Championship, Mercedes-Benz GT racing, and the AGS F1 driving school, TAG Heuer is more active in the speed- and limit-challenging world of motor racing than any other watch brand today.

    From the first dashboard chronograph, 'Time of Trip', launched in 1911, to today’s SLR for Mercedes-Benz chronograph, TAG Heuer has consistently dedicated itself to meeting the specific professional needs of motor racing with its avant-garde products. In 1916, TAG Heuer launched the Micrograph, the first sports watch capable of timing to 1/100 seconds. In the following 1933, it introduced the Autavia, the first dashboard chronograph for both automobiles and aviation. In 1966, TAG Heuer launched the Microtimer, with a timing system precision of up to 1/1000 seconds.

    From Juan-Manuel Fangio in the 50s, Joe Siffert in 1969, Emerson Fittipaldi in 1974, Niki Lauda in the 70s, Jody Scheckter in 1979, Alain Prost and Ayrton Senna in the 80s, Mika Häkkinen in the 90s, and Kimi Räikkönen last season, to Fernando Alonso and Lewis Hamilton in 2007, and from Scuderia Ferrari and McLaren-Texaco in the 20s of the 70th century to today’s Vodafone-McLaren-Mercedes, TAG Heuer’s history of collaborating with top racing superstars is unparalleled in the world of watch and chronograph manufacturing.

The new TAG Heuer Formula 1 sports watch: A casual sports watch, featuring a new design worn and showcased by top racer F1 Fernando Alonso

    Since its launch in 1986, the TAG Heuer Formula 1 collection has become an enduring link between TAG Heuer and F1 racing. In the 20s, the TAG Heuer Formula 1 collection was designated as the official timekeeper for Scuderia Ferrari; from 1992 to 2003, it served as the official timekeeper for the F1 Championship; and from 1985, it became the official timekeeper for all McLaren F1 teams. Since witnessing its first F1 Grand Prix in 1950, TAG Heuer has maintained a dominant position in this prestigious sport. Racing heroes such as Juan-Manuel Fangio, Joe Siffert, Jacky Ickx, Carlos Pace, Clay Regazzoni, Emerson Fittipaldi, Niki Lauda, Gilles Villeneuve, Alain Prost, Ayrton Senna, Mika Hakkinen, David Coulthard, Juan Pablo Montoya, and Kimi Raïkonnen have all appeared on the roster of TAG Heuer sporting ambassadors. Now, it is the turn of McLaren's latest F1 hero—two-time FIA F1 World Champion Fernando Alonso—to showcase the new TAG Heuer Formula 1 sports watch collection. F1, 70, F1, F1, F1

    This "avant-garde, effortless high-performance sports watch" has been comprehensively upgraded in both aesthetic design and material selection. In addition to a range of dynamic colours, this watch retains the six signature features of TAG Heuer: an "Easy Grip" screw-in crown, a titanium carbide-coated unidirectional rotating bezel with fine-brushed stainless steel raised numerals, 200m water resistance, luminescent indices and hands, a scratch-resistant sapphire crystal, and a double-safety clasp with an extension link. The new TAG Heuer Formula 1 collection is the perfect choice for watch enthusiasts and racing fans alike. The watch is available with a black, red, or white dial, while the chronograph version comes in orange, red, silver, or black. The new F1 watch features the hand-etched TAG Heuer logo on both the case and the rugged, sporty rubber strap, and is also available with a stainless steel bracelet for different occasions. F1