TAG Heuer

WatchAdvisor.com is glad to introduce you a new series of articles aiming at improving your understanding and knowledge of the watch industry. Each week, we will have the pleasure to present in detail a brand and its collections, and in order for you to pick the watch of your dream, we will also provide a selection of our 10 favorite watches. This week, we cover a brand having a long tradition of racing watches – TAG Heuer.

What does the Brand stand for?

Founded in 1860 by Edouard Heuer in Saint-Imier, TAG Heuer has always been a pioneer in mechanical advancements for the watchmaking industry. These techniques d’avant garde (TAG) started in 1869 when the manufacture was the first to patent a keyless watch winding system using the crown, and in 1887, with the invention of the oscillating pinion, a piece still used in modern movements. Strongly connected to the world of motorsports and sports in general, TAG Heuer has developed some of the most famous racing watches over the years. In 2015, cooperating with Google and Intel, the company presented his first connected watch.

About the Models

Connected Modular

In collaboration with Google and Intel, TAG Heuer developed its own smartwatches, a combination of Swiss manufacturing and innovative technology. With more than 60 different models, the Connected Modular collection allows you to choose between a various range of size, case materials, and straps.


Created in 1963, the Carrera collection nurtures the relationship between TAG Heuer and motorsports. With their chronograph movements, these watches ally a sporty and classic look making them a winning combination for a daily timepiece. The skeleton variations of the Carrera are particularly interesting as you can admired the beauty of the mechanical movements only by looking at the time.


With its singular shape and emblematic blue dial, the Monaco does not go unnoticed. Popularized by one of the most iconic ambassadors of the brand, Steve McQueen, this watch was the first squared waterproof automatic chronograph. The Monaco is an iconic timepiece, a classic that will never go out of style.


In 2019, TAG Heuer released a brand-new range of timepieces inspired from the past: the Autavia. This collection is the association of two worlds, automobile and aviation. Equipped with the most modern technologies that the brand can offer and priced reasonably, the Autavia truly is the perfect daily companion for adventurers.


The Link collection of Tag Heuer mainly addresses itself to women. These watches have small diameters, often decorated with gemstones, and their quartz movements reduce their thickness.  The integrated bracelet is easy to wear, making this collection the perfect combination of refinement and comfort.


The Aquaracer is the diver collection of TAG Heuer. With its unidirectional rotating bezel and more than 160 water-resistance tests, these watches guarantee you the necessary reliability when diving in the deep sea. The Aquaracer is robust and precise, surely two attributes that a proper sports watch needs.

Formula 1

TAG Heuer always had a long tradition of racing watches and the Formula 1 collection is in line with this DNA. Mixing ceramic and steel materials, these watches are the perfect drivers’ companion on and off the racetracks. Offering models with interchangeable straps, the collection lets you find your own perfect combination between a lifestyle and sporty look.


The Heritage collection of TAG Heuer is a tribute to the fascinating history of the brand. Encompassing a wide range of models, this collection restores the noble status of vintage watches in the contemporary world. All these watches honor the roots and timepieces that constitute TAG Heuer’s DNA.

WatchAdvisor’s 10 Favorites

CHF 5’700 (recommended retail price)

CHF 2’900 (recommended retail price)

CHF 2’650 (recommended retail price)

CHF 4’100 (recommended retail price)

CHF 3’400 (recommended retail price)

CHF 5’100 (recommended retail price)

CHF 1’700 (recommended retail price)

Formula 1 35 mm (Ref. WBJ131A.FC8249)

CHF 2’000 (recommended retail price)

CHF 17’400 (recommended retail price)

CHF 1’750 (recommended retail price)