TAG Heuer luxury watch banner featuring precision timepieces and sporty designs

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TAG HEUER - THE RACE NEVER STOPS

TAG Heuer® embodies Swiss avant-garde watchmaking since 1860. Crafted in the Swiss Jura Mountains, each TAG Heuer timepiece is engineered for high-performance. Ever since the ground-breaking oscillating pinion in 1887, which pioneered a new way to operate mechanical chronographs, the Maison continues to innovate, pushing the limits of accuracy with advanced technology. And whether it be the legendary Carrera, the iconic Aquaracer or the mythic Monaco, each TAG Heuer model has its own story to tell.

The ultimate tool watch designed for life’s biggest adventures.

SHOP TAG HEUER AQUARACER

The iconic sports watch designed for sports-car enthusiasts.

SHOP TAG HEUER CARRERA

The motor-racing inspired collection for those who dare live life at full speed.

SHOP TAG HEUER FORMULA 1

TAG Heuer Monaco at Baker Brothers Diamonds

The unique, square-faced icon of TAG Heuer’s avant-garde heritage and savoir-faire.

SHOP TAG HEUER MONACO

TAG HEUER HISTORY

By fusing avant-garde design with bold style, TAG Heuer has become a world pioneer in watchmaking innovation. Since 1860, every watch made by TAG Heuer in Switzerland has highlighted its commitment to excellence and high precision. Thanks to its unique savoir- faire and new technologies, TAG Heuer continues to constantly push boundaries and showcase its heritage.

TAG HEUER SAVOIR-FAIRE

Whether it created the first self-winding crown mechanism, the first-ever double magnetic tourbillon or the first luxury Connected Watch in 2015, TAG Heuer has always made innovation its raison d'être. Spread over four production sites, TAG Heuer's expert manufacture continues to pioneer innovations at the avant-garde of watchmaking technology.

TAG Heuer mens watches at Baker Brothers

TAG Heuer ladies watches at Baker Brothers

FEATURED TAG HEUER WATCHES

THE TAG HEUER STORY

Since its establishment in 1860, Heuer has epitomized avant-garde design, precision engineering, and daring style, shaping watchmaking history. Under the new ownership of the Techniques d’Avant-Garde Business Group since 1985, TAG Heuer has seamlessly transitioned from its legacy of mechanical chronographs to becoming a leading force in crafting timepieces for the modern era. Our commitment to innovation and excellence remains unwavering as we help push boundaries and redefine the standards of 21st-century watchmaking.

TAG HEUER BRAND AMBASSADORS

RYAN GOSLING

Ryan Gosling has transcended the confines of his craft to become more than just an acclaimed actor. He once said he learned not to take time for granted. What drives me is knowing that the clock is ticking. As an ambassador for TAG Heuer, he embodies the brand's ethos of daring innovation and timeless style. With millions of admirers worldwide, his influence continues to shape the world of entertainment.

ALEXANDRA DADDARIO

TAG Heuer chose Alexandra Daddario as one of their ambassadors due to her captivating and versatile performances, which seamlessly align with TAG Heure’s high-end collection, offering style for every occasion. Renowned for her acclaimed roles, with her unique charisma and contemporary flair, Daddario brings a fresh and dynamic energy to the TAG Heuer family, embodying the brand's spirit of innovation and sophistication.