Warm-up lap
There are stories of natural alliances. That of TAG Heuer and Formula 1® is one of them. Two worlds driven by the same obsession: precision. It all began at the turn of the 1960s. In La Chaux-de-Fonds, Jack Heuer, great-grandson of the brand’s eponymous founder, was fascinated by the flair of the drivers, whether they raced in rallies or on circuits. It must be said that the era was heroic, almost romantic. In every competition, the stopwatch in hand separated the racers. Everything was in the gesture and the precision. With its mechanical pieces capable of measuring time with rigor, Heuer established itself in race timekeeping.
From the starting line to the podium
In 1963, Heuer launched the Carrera, inspired by the formidable Carrera Panamericana, a Mexican race as fascinating as it was dangerous. The model, designed for drivers, offered excellent readability. Six years later, Heuer shook the watchmaking world with the Monaco, the first automatic chronograph featuring a waterproof square case powered by the Chronomatic caliber.
In the paddocks of the ’70s, Ferrari red dominated the Grand Prix. From 1971 to 1979, Heuer became the official timekeeper of the legendary Scuderia. Niki Lauda, Jacky Ickx, and Clay Regazzoni wore the Heuer emblem, just as Steve McQueen had done in Le Mans. The brand expanded its collections with the Silverstone (1974) and Monza (1976) models. The former stood out for its square case with rounded corners, the latter for its design strongly inspired by the instruments on the dashboards of the era’s racing cars.
The story accelerates further in 1985. The merger with the TAG group, Technique d’Avant-Garde, a provider of innovations for Formula 1 and aerospace, marked a new era. Performance became a way of life. Ayrton Senna, its ultimate ambassador. That same year, the brand partnered with McLaren, and the three-time world champion embodied mastery, precision, and an intensity in action like no other. For thirty years, the brand accumulated titles.
In the following decade, the Carrera established itself as the flagship collection, modernized yet still faithful to its DNA. The Monaco V4 (2004), meanwhile, introduced a belt-driven transmission system, the ultimate tribute to automotive mechanics. The Formula 1 asserted itself as the model for a sporty everyday life.
Carrera
The sports wristwatch by essence has been worn on wrists for over half a century. Since its creation, the collection is more vibrant than ever, with cases ranging from 36 to 44 mm. From the three-hand date model to the chronograph, up to versions equipped with a tourbillon, the Carrera embodies the TAG Heuer spirit, whether in steel, titanium, gold, aluminum, skeletonized or not.
Monaco
An icon of design, the Monaco has been challenging watchmaking conventions since its creation. It stands out for its geometry and its dials with ultradynamic scenography. Like the Carrera, the watch continues to stay relevant through the ages with references incorporating TAG Heuer’s latest innovations, such as the carbon-fiber hairspring found in the Monaco Flyback Chronograph TH-Carbonspring.
Formula 1
Could it have been designed at the heart of the paddocks? When TAG Heuer launched the Formula 1 in 1986, the watch entered a new dynamic. Steel or titanium case, bezel with tachymeter scale, dial in the colors of F1® single-seaters—the entire collection propels time into another dimension governed by speed. The Formula 1 Solargraph models revisit the codes of the Series 1 from the 1980s while adopting contemporary technical solutions and materials.
Winning return to the paddocks
In 2016, TAG Heuer became a partner of the Red Bull Racing team. Max Verstappen’s victories cemented this new partnership, driven by a generation of drivers born with technology on their wrists.
Today, whether it is the Carrera Chronograph Tourbillon, the Monaco Skeleton, or the TAG Heuer Formula 1 Senna Edition, each creation expresses the same ambition: to share a passion that is constantly renewed.
A collector’s trio
TAG Heuer Formula 1 Chronograph x Senna
A vibrant tribute to the driving legend, the TAG Heuer Formula 1 Ayrton Senna Special Edition captures all the energy of Magic Senna. On the black dial, the small seconds adorned with the signature “S” and the touches of yellow, Brazil’s national color, evoke the spirit of the three-time world champion. This hue, as radiant as the champion’s personality, also graces the rubber strap, a symbol of dynamism. Powered by the automatic Caliber 16, the watch stands out with its 44 mm grade 3 black DLC titanium case and forged carbon bezel. A timepiece full of character, true to the now-iconic motto: “Don’t Crack Under Pressure.” (€5,750)
TAG Heuer Carrera Chronograph Tourbillon Extreme Sport I F1® 75th Anniversary Limited Edition
TAG Heuer celebrates the 75th anniversary of Formula 1® with a collectible watch of remarkable design, a union of watchmaking avant-garde and the very spirit of F1®. From the open architecture of its dial, encircled by a fixed bezel with a tachymeter scale, emanates the full mechanical power of its TH20-09 automatic chronograph caliber, equipped with a flying tourbillon. Its COSC-certified chronometry ensures extreme precision, while the movement offers 65 hours of power reserve and time measurement to ¼ of a second.
On the back of its 44 mm diameter case, machined in brushed and satin-finished grade 2 titanium, each piece is distinguished by an engraved year on the perimeter, from 1950 to 2024, inscribing this unwavering passion for competition into the metal. (€40,500)
TAG Heuer Monaco Chronograph x Gulf
When the Monaco was unveiled in 1969, its square lines stood out against a watchmaking world dominated by round shapes. Two years later, Steve McQueen wore it in Le Mans, alongside the racing suit of his friend Jo Siffert, Heuer’s first ambassador. The myth was born. With the Monaco Chronograph x Gulf, TAG Heuer pays tribute to this legend of cinema and motorsport. The 39 mm grade 2 titanium case, inspired by the original, houses the automatic Caliber 11, still true to the original racing spirit. The silver-grained dial, crossed by Gulf’s blue and orange stripes, evokes the suit of the King of Cool. This limited edition of 971 pieces comes with two straps, in white textile or blue calf leather. An inimitable style, born on the big screen, shaped by speed. (€9,400)
