In 1933 Heuer had made the very first dashboard chronograph for racing cars. In 1971 the company became the official timekeeper for F1 racing, putting its talent for precision in the service of a sport where every millisecond is important. TAG Heuer have sponsored the McLaren Formula 1 team ever since the 1990s, and made limited-edition watches for the team that boasted the signatures of the star drivers, David Coulthard and 'The Flying Finn' Mika Hakkinen. In the previous year, a fresh line of F1 watches from the company, on this occasion specially designed for the current drivers, Lewis Hamilton and Jenson Button, was released. With the reliability we have come to expect from TAG Heuer, these watches have been recognized for their mechanical sophistication, bold style, and precision craftsmanship.
TAG Heuer's determination to brilliance has made them natural partners not only for F1 but also for sport more generally. The business has had its own crew in the America's Cup and created a racing monohull for the Jules Vern Trophy. It has also been the official timekeeper of countless sporting events. Maria Sharapova, Ayrton Senna, and Tiger Woods are simply a few of the sportsmen and women who've been ambassadors for the brand.
Matching these athletes' competitive spirit in their respective fields, TAG Heuer has earned a lot of awards for its stylish and also cutting edge style. In recent times the Grand Carrera Calibre 36RS has achieved 'Most Successful Design' at the Fortune China Design Award; the Carrera 1887 has won 'Watch of the Year' at the Geneva Watchmaking Grand Prix; Popular Science magazine elected the Aquaracer Calibre S the 'Best of What's New'; the Professional Golf Watch, developed with Tiger Woods, achieved the coveted iF Product Design Award. The list can continue.
Also the innovations keep on coming too. 2004 saw the progression of the Monaco V4. A revolutionary watch, it changed the standard cogs and wheels with a belt-driven transmission, and in the procedure rewrote the rules of watchmaking. In 2011 TAG Heuer attained two more firsts. The Carrera Mikrograph became the first wristwatch to show in the hundredths of seconds, while the Concept Mikrotimer Flying 1000 had become the very first mechanical chronograph to calculate and show in the thousandths of seconds.
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