TAG Heuer, founded in 1860 in Saint-Imier by Edouard Heuer, built its reputation on precision chronographs and motorsport timing. The brand invented the oscillating pinion (1887), created the first dashboard chronograph for race cars (1911), and timed multiple Olympic Games. Jack Heuer's partnerships with Steve McQueen and Formula 1 cemented the brand's racing identity.
TAG Heuer offers both in-house (Calibre Heuer 02) and outsourced movements. The Heuer 02 is a column-wheel chronograph with 80-hour power reserve — an impressive specification at the brand's price point. Entry-level models use reliable Sellita/ETA bases or quartz movements, making TAG Heuer accessible across budgets.
TAG Heuer watches are widely available and frequently discounted. Authorized dealers commonly offer 10-20% off MSRP, while grey market prices can be 25-40% below retail. This availability means there is almost never a reason to pay full retail — shop around before purchasing.
Service intervals are every 4-6 years with costs ranging from $400-$800 for automatic models. Quartz models (Formula 1) require only battery changes every 2-3 years at $50-100. TAG Heuer's service network is extensive through Swatch Group infrastructure.
TAG Heuer watches depreciate significantly, typically 40-60% from retail. This makes them poor investment choices but excellent pre-owned buys — a 2-year-old Carrera can be found at half its retail price with minimal wear. The Monaco holds value best due to its iconic design status.
Ranked by WVS Value Score — the models that best preserve your investment.
Each collection has a distinct character — from tool watches to haute horlogerie. Click through for full model comparisons.
See how TAG Heuer stacks up against other luxury watch brands.