TAG Heuer has always shared certain values with the competitive spirit of sports figures, such as pushing one’s limits and the quest for perfection and absolute precision.It is therefore only natural that since its founding in 1860, TAG Heuer has joined forces with some of the world's most celebrated sports figures.From the 1920 Olympic Games to its role as the official timekeeper of Indy 500, TAG Heuer has constantly been on the lookout for new challenges to test its skills for the development of ultra-sophisticated timekeeping instruments. That technology is then adapted to the firm's watches and chronographs.TAG Heuer has always been associated with the most prestigious sports icons, whether in Formula 1 Racing as partner of the Scuderia Ferrari and later of Team McLaren Mercedes, as official timekeeper of the Formula 1 World Championship for more than ten years; as timekeeper for Team Oracle BMW during the America Cup; or as the preferred partner of Tiger Woods.This passion for excellence combined with its incomparable know-how led to the selection of TAG Heuer as official timekeeper for the Indy Racing League (IRL) and the Indy 500 in 2004, thus creating a new challenge for the watchmaker: to master the world's most precise feat of timing in the field of motor sports, with a precision of 1/10,000th of a second.

1916 The Micrograph: accurate to 1/100th of a second TAG Heuer invents the "Micrograph", the world's first sports stopwatch with a precision of 1/100th of a second. This model revolutionized timekeeping, particularly during the Olympic Games sprint competitions and for technical research.

1916 Semicrograph accurate to 1/50th of a second The "Semicrograph" measures time to 1/50 of a second. the "Semicrosplit" version can measure two events simultaneously thanks to its fly-back hand.

1920 Timekeeper of the Antwerp Olympic Games Antwerp Olympic Games: TAG Heuer split second pocket chronographs were selected as the official stopwatch used at the Olympic Games on 3 consecutive occasions: Antwerp in 1920, Paris in 1924, Amsterdam in 1928.

1920 Sports chronometers This chronograph and these enamelled dial sports stopwatches are fundamental pieces of the collection. Top: split-second chronograph with fly-back hand. Left: sports stopwatch with two fly-back hands

1924 Timekeeper of the Paris Olympic Games Paris Olympic Games: TAG Heuer split second pocket chronographs were selected as the official stopwatch used at the Olympic Games on 3 consecutive occasions: Antwerp in 1920, Paris in 1924, Amsterdam in 1928.

1927 Stopwatches in the heat of competition TAG Heuer put their stopwatches to the "test" as timekeepers of ski, bobsled and car races.

1928 Timekeeper of the Amsterdam Olympic Games Amsterdam Olympic Games: TAG Heuer split second pocket chronographs were selected as the official stopwatch used at the Olympic Games on 3 consecutive occasions: Antwerp 1920, Paris 1924, Amsterdam 1928

1930 The TAG Heuer brand identity arrow One of the most distinctive elements of TAG Heuer design during the 1930's is the "brand identity" arrow: the small arrow-shaped minute hand seen in this sports stopwatch with a precision of 1/5th of a second.

1933 The Autavia dashboard instrument Creation of the first dashboard instrument for automobile and aviation : "Autavia" Later in 1933, TAG Heuer introduced the first dashboard featuring an eight-day movement, the “Hervue” dashboard which ran for 8 days without winding

1950 Carrera Panamericana Rally In 1950 the Mexican Government scheduled a six-day, border-to-border race in order to celebrate the completion of Mexico's section of the Panamerican Highway - the Carrera Panamericana rally was inaugurated.

1957 The Ring Master, a worldwide first Launch of the “Ring Master”, stopwatch– a world first – interchangeable rings of scale for timing various sports - with readings down to 1/5th of a second, central minute-hand

1958 The Sebring stopwatch TAG Heuer launches an unusual two-component dashboard timing device, which includes the split-second "Sebring" stopwatch equipped with a central 60-minute hand and the "Monte Carlo" stopwatch equipped with a central 60-minute hand and a 12-hour digital display. The co-pilot monitors the indications in the roadbook and the device helps him to comply with allotted times.

1960 Super Autavia Launch of the "Super Autavia", a dashboard chronograph for sports cars. Patented in 1958, this legendary complex of dashboard-installed measuring instruments helped rally teams win some of their sweetest victories. It considerably improved legibility. The co-pilot monitors the indications in the roadbook and the device helps him to comply with allotted times.

1966 Microtimer: 1/1000th of a second TAG Heuer introduces a worldwide first: the "Microtimer", the first miniaturized electronic timing instrument with a precision of 1/1000th of a second.

1969 Race car driver Joe Siffert, a TAG Heuer devotee The famous Swiss racecar driver Joe Siffert, the winner of two Grand Prix races who was sponsored by the company from 1969 to 1971, wore his Autavia and displayed the “Heuer Chronomatic" logo. He perished during the trials for the Brands Hatch Grand Prix, in 1971.

1970 Steve McQueen and his fabled "Monaco" A time of passion: the brand becomes a reference for Steve McQueen. He wore the "Monaco" chronograph during the making of the film Le Mans in 1970, and became the brand's official worldwide ambassador.

1970 Jacky Ickx wears a TAG Heuer Jacky Ickx, former Formula 1 driver, is sponsored by the brand in the 1970's during his collaboration with Ferrari.

1970 Accuracy to 1/100th of a second This sports stopwatch from the late 1970's is fitted with a quartz movement and a liquid crystal display, and is accurate to 1/100th of a second.

1971 Clay Regazzoni The famed Team Ferrari driver, Clay Regazzoni, wears the brand's logo on his driving suit. Until 1979, TAG Heuer was the sponsor and official timekeeper of Scuderia Ferrari. The Swiss ski team uses chronographs from the TAG Heuer firm.

1971_1979 Ferrari chooses TAG Heuer As sponsor and official timekeeper of Team Ferrari from 1971 to 1979, TAG Heuer was associated with all of its legendary drivers: Jacky Ickx, Clay Regazzoni, Mario Andretti, Carlos Reutemann and Jody Scheckter. In his Ferrari, Niki Lauda won the drivers' championships world title in 1975 and 1977.

1972 The Jacky Ickx Easy Rider In tribute to Jacky Ickx in 1972, the brand launched the chronograph « Easy Rider Jacky Ickx ». The chrome-plated case was constructed in so-called monohull fashion and may only be opened from the dial side. The pinpallet movement Caliber EB8420 is hidden underneath the dial.

1975 Ferrari Chronosplit Ordered by Enzo Ferrari himself, this special version of the famous 1975 Chronosplit model, the world's first quartz chronograph, was produced in a limited edition of only 15 pieces.

1975 Microsplit with LCD display The "Microsplit", the world’s first LCD pocket-size quartz stopwatch accurate to 1/100th of a second was invented and manufactured by TAG Heuer

1976 TAG Heuer technology for Formula 1 TAG Heuer presents to FIA of an innovative technology: the transponder technology, an automatic car identification timing system (ACIT), enabling recording the times of all cars.

1980 Timekeeper of the Moscow Olympic Games TAG Heuer is the Official Timekeeper of the Olympic Games in Lake Placid and Moscow. As part of the Swiss Timing organisation, TAG Heuer was asked once more to be one of the Official Timekeepers of the Olympic Games in Lake Placid and Moscow, after Antwerp in 1920, Paris in 1924, Amsterdam in 1928.

1985 The "Formule TAG" skippered by Mike Birch The fabulous multihull, the "Formule TAG", skippered by Mike Birch, and one of the first Kevlar and carbon fibre trimarans, set a 24-hour speed record.

1985-2004 TAG Heuer and McLaren Mercedes The partners McLaren Mercedes’s technicians set up the TAG Heuer’s timekeeping equipment during private test sessions.

1985-2004 Chronoprinter The partners McLaren Mercedes technicians use TAG Heuer timing data screen and Chronoprinter during private test sessions on the pitwall.

1985-2004 McLaren Mercedes chooses TAG Heuer Since 1985, TAG Heuer and McLaren Mercedes are Official Partners.

1986 Marc Girardelli wears a TAG Heuer Since 1986 TAG Heuer became partners with some of the greatest all time skiers such as Marc Girardelli.

1986 TAG McLaren victory Following the "Ferrari era" the victory of the TAG McLaren team, with Alain Prost, marked the return of TAG Heuer on the Formula 1 circuits.

1987 The S/el TAG Heuer launches the “S/el” series combining sports and elegance. This TAG Heuer model is most representative of the brand's success, with its exclusive design featuring a distinctive S-shaped link bracelet.

1988 TAG Heuer ambassador Ayrton Senna Ayrton Senna becomes a TAG McLaren Mercedes driver and TAG Heuer ambassador. Thanks to his charisma, this multiple world champion, who became the representative of the S/el series, was a TAG Heuer ambassador for many years, enabling the brand to benefit from his fame.

1989 Luc Alphand wears the TAG Heuer colours French champion Luc Alphand is sponsored by TAG Heuer. In 1989, TAG Heuer became the official events timekeeper for the World Cup and supplied timekeeping devices to the American and Canadian federations. In 1995, the brand became the main partner of the French downhill racing team.

1989- 1995 Timekeeper of the Ski Federation World Cup In 1989, TAG Heuer became the official timekeeper for the World Ski Cup and supplied timekeeping devices to the American and Canadian federations. In 1995, the brand became the main partner of the French downhill racing team.

1990 - 1993 Maxi Yacht Cup TAG Heuer becomes the Official Sponsor of Pierre Fehlman in the Maxi Yacht Cup

1990 Official timekeeper of Formula 1 The McLaren team with Ayrton Senna behind the wheel won the Formula One World Championship for both constructors and drivers.

1990 The FIS World Championship In 1990’s TAG Heuer is the Official Timekeeper of the FIS World Cup in Europe, Canada and North-America and the supplier of timekeeping devices to the national teams of France and Canada. In 1999 / 2001 / 2003, TAG Heuer is the Official Timekeeper at the FIS Alpine World Ski Championship in Vail, USA, in St. Anton, Austria and in St. Moritz, Switzerland

1991 Don’t crack under pressure The Don't crack under pressure campaign is a tribute to both the brand's and its ambassadors' determination. It illustrates the pressure of sports and the intense concentration required of athletes in view of the fact that the practice of sports is more mental than physical.

1992- 2003 Official timekeeper of Formula 1 TAG Heuer becomes the Official Timekeeper of the FIA (Fédération internationale de l’Automobile) Formula One World Championships.

1992_2003 TAG Heuer technology and Formula 1 From 1992, TAG Heuer reaches the ultimate level of technology as FIA Official Timekeeper: 11 seasons and more than 175 Grand Prix with no time contested or corrected, 20 Cars monitored simultaneously, 20 Technicians, 18 Tons of equipment, 20 Km of Wiring, 150 On-Site Monitors, 19 Antennas embedded in the track

1992_2003 The only technology used by Formula 1 In Formula 1 Timekeeping, TAG Heuer measures “Live” calculations of split times, lap times, lap number, speeds and time differences, intermediates 1, 2 and finish line. From 1992 to 2003, TAG Heuer has been FIA Official Timekeeper for 11 seasons and more than 175 Grand Prix with no time contested or corrected.

1993 Titouan Lamazou’s “TAG Heuer” The largest composite racing monohull ever built, christened the "TAG Heuer" and built for French skipper Titouan Lamazou during the "Jules Verne Trophy", was a precedent-setting project in both sporting and technological terms.

1995 Chris Dickson's "TAG Heuer Challenge" TAG Heuer introduced its own crew in the America’s Cup with Chris Dickson (NZ) and the "TAG Heuer Challenge".

1997 Launch of the Kirium Launch of the “Kirium” series, an exceptional line embodying a fusion of form and function through a judicious combination of technology and design.

1999- 2001 Timekeeper of the FIS World Championship TAG Heuer is the Official Timekeeper of the 1999 FIS Alpine Ski World Championships – Vail, USA and of the 2001 FIS Alpine Ski World Championships – St Anton, Austria

1999 Launch of the Link Launch of the “Link”, a renewal of the famous and successful “S/el” design with the emblematic "S" shaped link. The Link becomes the most elegant watch in the sports watches universe, the most sporty watch in the elegant watches universe

2000 Timekeeping Thanks to its performing timekeeping’s instruments, TAG Heuer measures intermediate and partial times, speeds, total race time, intermediate 1 and 2, finish line and speed trap

2000 Double start gate The “Double start gate”, a TAG Heuer’s timekeeping innovation: High quality mechanical accessory guarantee driven by a special fibre glass wand assuring reliability

2000 Impulse Distributor TAG Heuer’s timekeeping technology: The “Impulse distributor” receives all impulses generated at start gate and at photocells along the race course, “cleans” all impulses from parasites and distributes them in correct sequence to the Timing System.

2000 High technology TAG Heuer’s ski timing System identifies each impulse with the bib number of the skier with 1/1000th of a second precision. The professional thermo-compensated quartz crystal guarantees utmost accuracy even with toughest weather conditions

2001 Launch of the Kirium F1 Crafted for the avant-garde, the TAG Heuer “Kirium Formula 1” is a feast of technical achievements: The modern analog watch with digital chronograph functions, accurate to 1/100th of a second.

2002 Splitmaster 650 The “Splitmaster 650”: Revolutionary wireless timing device that combines the precision of GPS technology and the proven quality of thermo compensated time bases The “Splitmaster” memorizes all timing information on the transmitter and on the receiver. Time accuracy: 1/1’000th second on printed times, 1/100’000th second on PC output

2002 Louis Vuitton Cup TAG Heuer sponsors the Oracle BMW Racing team, the Americas Cup challenger, during the Louis Vuitton Cup.

2002 A close finish The closest 1 2 3 finish ever, Sam Hornish, Scott Dixon and Bryan Herta in 0 0100 Chicago 2002

2002 Speed Trap The TAG Heuer “SpeedTrap” is a Permanent Speed Measurement unit, which is placed along the slopes to enhance attractiveness and upscale image of ski resorts. The speed of each skier is measured by two infrared photocells. The “Speed Trap” has been used in St Moritz, Villars, Gstaad, Cran Montana, Wengen, Cortina...

2002 Sport Vision TAG Heuer launches the "2002 Sport Vision": the first luxury sports glasses. "Sport Vision" is an ergonomically designed line of prescription eyewear and sunglasses. Its avant-garde design inspires technology, and technology determines function.

2003 Tiger Woods joins the TAG Heuer team Tiger Woods, the world's greatest golfer, joins TAG Heuer as the "hottest" ambassador for the brand and the “Link” series

2003 IRL: Closest Gap Trophy The closest gap between 2 cars 0’0024 of a second between Sam Hornish and Al Unser Jr Chicago 2003

2003 Monaco Sixty-Nine Launch of the "Monaco Sixty-Nine": TAG Heuer reinvents its icon. With its extraordinary technical performance, this "concept watch" combines in one and the same case the Monaco's manual-winding movement with a digital chronograph movement on the reverse side.

2003 GPS Start Clock The GPS Start Clock: an innovation through TAG Heuer’s expertise. This start clock uses a special 3-motor analogue movement. The operation of the start clock is based on a microprocessor which checks the exact position and alignment of the clock hands every minute to ensure a total precision and reliability of the Official time.

2003 Sébastien Bourdais wears a TAG Heuer Sébastien Bourdais CART racing for Newman Haas Racing wearing the Ti5

2003 Link Calibre 36 The "Link Calibre 36", the star model of the "Link" series, strikes a balance between the elegance of a sports chronograph and the precision of the Calibre 36 movement, an exceptional automatic movement capable of measuring time to 1/10th of a second.

2003 Timekeeper of the FIS World Championship TAG Heuer is the Official Timekeeper of the 2003 FIS Alpine Ski World Championships in St Moritz.

2003 Microtimer: 1/1000th of a second Launch of the “Microtimer”: The first Swiss Wrist Timekeeping Instrument accurate to 1/1000th of a second.

2003 New TV Commercial New TV Commercial In 2003, as part of the "What are you made of?" campaign, TAG Heuer is making headlines by associating Tiger Woods and golf with its historical sport, Formula 1. The encounter of these two precision sports is an advertising challenge and a creative gamble in keeping with the spirit of the brand's previous campaigns.

2004 TAG Heuer Formula 1 Relaunch of the TAG Heuer "Formula 1" series, the casual sports watch originally launched in 1986, endorsed by Kimi Raïkkönen from the West McLaren Mercedes F1 team.

2004 Timekeeping to 10'000th of a second for the IRL The Indy 500 Race’s start. Since 2004, TAG Heuer is the Official Timekeeper of the Indy Racing League and Indy 500 Race, and masters the challenge of measuring 1/10 000th of a second

2004 2000 Aquaracer TAG Heuer launches the “2000 Aquaracer”, the High-Tech and design professional water sports watch for dress-up or dive-deep.

2004 The TAG Heuer Formula 1 school TAG Heuer creates the “TAG Heuer AGS Formula 1” driving school in 2003 through a partnership with the “AGS Formula 1” Team. This driving school, located in Southern France, has 10 Formula 3 and 12 Formula 1 cars and offers unique Formula 1 driving experiences to Formula 1 enthusiasts and TAG Heuer’s best retailers and media partners.

2004 Chip Ganassi Racing Target Chip Ganassi Racing IRL car with TAG Heuer branding: in 2004, TAG Heuer becomes the Official Partner of legendary Chip Ganassi Racing, America's No. 1 motor racing team, for the Indy Racing League and NASCAR racing events.

2004 Maria Sharapova joins TAG Heuer In December 2004, a rising star in women's tennis, Maria Sharapova, joins Team TAG Heuer as a very glamorous sports ambassador for the Aquaracer series.

2004 Indy 500 chronograph “Indy 500 chronograph”: the exclusive chronograph showing TAG Heuer’s involvement with IRL and the Indy 500. Since 2004, TAG Heuer is the Official Timekeeper of the Indy Racing League and Indy 500 Race, and masters the challenge of measuring 1/10 000th of a second

2004 Yao Ming joins TAG Heuer Pro basketball player Yao Ming, pivot man for the NBA's Houston Rockets, epitomizes drive, high-caliber performance and prestige, all of which characterize TAG Heuer. In 2004, he becomes a TAG Heuer ambassador.

2005 Jeff Gordon joins TAG Heuer The American NASCAR racing star, Jeff Gordon, joins the TAG Heuer team of ambassadors.

2005 Juan Pablo Montoya joins TAG Heuer In January 2005, Juan Pablo Montoya becomes a driver for TAG McLaren Mercedes and a TAG Heuer ambassador. With a number of Grand Prix victories to his credit, circuit driver Juan Pablo Montoya is often in the spotlight.