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LUXIGATE

TAG Heuer

Motorsport chronographs including the square Monaco.

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1 piece

The house

TAG Heuer

Founded
1860
Country
Switzerland
Based in
La Chaux-de-Fonds

Edouard Heuer founded the firm in 1860 and patented the oscillating pinion in 1887 — the mechanism that lets a chronograph start and stop without stopping the watch, still used in chronographs today. Heuer went on to time to a hundredth of a second in 1916, long before anyone needed to.

Motor racing made the name. Jack Heuer launched the Carrera in 1963, named for the Carrera Panamericana and designed around one idea: a driver glancing down at speed must be able to read it. The Monaco followed in 1969, square and water-resistant, and Steve McQueen wore one in Le Mans.

TAG bought the company in 1985 and LVMH bought it in 1999. The heritage references remain the reason most people come to it.

Known for

  • Carrera ChronographCBS2210.FC6534

    Drawn in 1963 to be read at racing speed.

  • Monaco

    Square, water-resistant, and on McQueen’s wrist in 1971.

  • Aquaracer Professional 300WBP201A.BA0632

    The modern dive watch in the range.

Before you buy one

Vintage Heuer — pre-1985, before the TAG — is a separate and much more valuable market than modern TAG Heuer. The two are often listed interchangeably by sellers who do not know the difference.

On any vintage example, originality of dial, hands and bezel insert is most of the value, and reproduction parts are widely available. On modern pieces, check whether the chronograph is the in-house Heuer 02 or a bought-in movement.

Luxigate doesn’t authenticate pieces. For anything you’re serious about, have it checked independently before you pay. How buying works

Last revised 22 Oct 2026.