TAG Heuer Watches

Every watch is brand new and sourced from an authorised dealer supplied with the official manufacturer's international warranty

About TAG Heuer Watches

TAG Heuer watches discounted up to 20% - Swiss Watches Direct is a UK company specialising in the sale of new TAG Heuer watches since 2005. Top selling models include the Monaco CBL2115.FC6494 & CAW211P.FC6356, Carrera CBN2A1A.FC6537, Aquaracer WBP2010.BA0632, WBP1180.BF0000, WBP1411.BA0622 & WBP1418.BA0622 and F1 watches CAZ101AL.BA0842, CAZ1014.BA842 & WAZ1010.BA0842.

TAG Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1882, Heuer introduced the very first chronograph in the world with a pocket watch featuring a stop-watch function. In 1916 Heuer debuted the "Micrograph" which was the very first stopwatch accurate to 1/100th of a second. By 1958 the Heuer brand was the leading producer of stopwatches and timing equipment and in 1971 Ferrari chose Heuer as their official timekeeper.

The Heuer Monaco chronograph watch went on to gain worldwide acclaim when Steve McQueen sported one in the film "Le Mans" further cementing the watch brand's auto racing appeal.

In 1985 the company was purchased by TAG Group (Holdings) S.A. and rebranded as TAG Heuer. TAG is an abbreviation for Techniques d'Avant Garde.

In 1999, TAG Group sold TAG Heuer to the French luxury goods conglomerate LVMH (Louis Vuitton - Moët Hennessy). The TAG Heuer philosophy is symbolised by the slogan “Swiss Avant-Garde since 1860”.

In 2015 TAG Heuer launched their first ever smartwatch, TAG Heuer Connected, with several updated versions since. 2017 saw the introduction of their own Swiss made Heuer 02 movement.

In 2017 TAG Heuer and Porsche join forces to unveil a new partnership that will define a new standard for the brand. In March of the same year, the Autavia returned along with a limited edition timepiece marking Jack Heuer’s 85th birthday.

2019 marked the Monaco timepiece's 50th anniversary. TAG Heuer offered a series of five limited edition models, each reflecting the style of a decade.

TAG Heuer has become renown for its advertising in motor racing with many of its watches named after this association such as the Formula 1, Carrera and Monaco watches.

Ambassadors for TAG Heuer have included celebrities such as Leonardo DiCaprio, Cameron Diaz, Brad Pitt, Cristiano Ronaldo, Jeremy Lin and more recently Ryan Gosling.