Heuer Baylor Dress watch

Uhrenmanufaktur Heuer AG was founded in 1860 by Edouard Heuer in St. Imier Switzerland.  In 1911, the company patented the first dashboard chronograph for use in cars and airplanes. It was the start of a rich heritage in motorsports.

Heuer’s prime was during the 1960’s, when the brand was heavily involved in the racing world. Heuer produced chronographs, dashboard instruments and racing chronograph watches. Some of Heuer’s successful lines are the Autavia (Auto & Aviation), Carrera and the iconic square Monaco.

Being so closely involved in such a legendary period of motorsports, landed Heuer a lasting reputation. These were the days when speed had reached dazzling levels but safety measures had not. The death-defying drivers became celebrity heroes and their watches are highly collectible until this day.

But the brand’s catalogue is not limited to racing watches. When you dive into Heuer’s history you will run into subtle dress watches, rugged military-issued models and seaworthy divers.

Then, in 1985, TAG group bought a controlling stake in the business and Heuer became Tag Heuer. The new company was then bought by French luxury conglomerate LVMH in 1999. While the modern Tag Heuer appeals to a new audience, vintage aficionados flock to highly collectible watches from the Heuer days.

So whether you are a speedfreak or just into watches that tell a story, Heuer has got you covered.