TAG Heuer
The House of TAG Heuer
Founded by Edouard Heuer in Saint-Imier in 1860, TAG Heuer has spent more than 160 years at the frontier of Swiss precision timing. The manufacture built its name on the chronograph, patenting the oscillating pinion in 1887 and timing Olympic Games, ski runs and land speed records through the twentieth century.
Motorsport is the house's heartbeat. The Carrera, created in 1963 for gentleman drivers, and the Monaco, the square-cased icon worn by Steve McQueen in the 1971 film Le Mans, remain two of the most recognisable chronographs in watchmaking. Today the collection spans the Carrera, Monaco, Aquaracer, Formula 1 and Link, from robust daily companions to skeletonised flagship calibres.
Latest TAG Heuer Arrivals
Where to Find TAG Heuer
TAG Heuer Boutique Cape Town
Shop 6247, Victoria Wharf Upper Level, V&A Waterfront, Cape Town
TAG Heuer Boutique Johannesburg
Shop U11, Sandton City Shopping Centre, Sandton, Johannesburg
TAG Heuer Service in South Africa
Picot & Moss operates the sole authorised TAG Heuer service centre in South Africa. Every TAG Heuer piece we sell carries the full international manufacturer warranty.
Our master watchmakers handle TAG Heuer battery replacement, movement testing, water resistance restoration, cleaning and polishing, using genuine TAG Heuer parts. Track every repair from drop-off to collection.
Assistance
Your Questions, Answered
Which TAG Heuer collection is right for me?
Each TAG Heuer line has a clear character. The Carrera is the racing chronograph in its classic form, the Monaco the square rebel icon, the Aquaracer the water-ready tool watch, the Formula 1 the colourful entry to the brand, the Connected its luxury smartwatch, and the Monza a rarely reissued collector's piece.
Which TAG Heuer suits diving and water sports?
The Aquaracer. Its blueprint pairs a unidirectional rotating bezel, screw-down crown, luminous markings, sapphire crystal, a double safety clasp and water resistance of 200 metres or more. The design traces back to Jack Heuer's reference 844 of 1978, built for people who thrive on water.
What is a good first TAG Heuer?
The Formula 1 has been many people's first Swiss watch since 1986, when it brought bright colour and racing energy to Swiss watchmaking. Current Solargraph models run on light: minutes of exposure power the watch for weeks, with no battery routine to think about.
What makes the TAG Heuer Monaco special?
The Monaco was the first square, water-resistant chronograph, launched in 1969 with the first commercially available automatic chronograph movement. Its left-hand crown became its signature, and Steve McQueen wore the blue Monaco in the 1971 film Le Mans, the association that defines it to this day.
Carrera or Monaco: how do I choose?
Choose the Carrera for the round, legible racing chronograph, born in 1963 and named for the Carrera Panamericana road race. Choose the Monaco for the square icon with the left-hand crown. The Carrera is the versatile daily choice; the Monaco is a statement of individuality.
Is the TAG Heuer Connected a real luxury watch?
Yes. TAG Heuer created the luxury smartwatch category in 2015, and the Connected Calibre E5 is its fifth generation: Swiss watchmaking design, sapphire crystal, and an operating system built entirely in house. Its watch faces draw on the Carrera, Aquaracer and Formula 1.
