TAG Heuer
The story of TAG Heuer begins in 1860 in the Swiss town of Saint-Imier, the cradle of fine watchmaking. A young watchmaker, Édouard Heuer, only twenty years old at the time, founded his own workshop with a vision to push the boundaries of the craft. His invention of the oscillating pinion in 1887 revolutionized the construction of chronographs and laid the foundation for the brand’s philosophy — a perfect fusion of technical excellence and daring innovation.
Innovations That Define Time
TAG Heuer is a symbol of precision, performance, and perseverance. In 1916, the brand introduced the Mikrograph, the first stopwatch capable of measuring to 1/100th of a second, earning TAG Heuer its reputation as the master of sports timekeeping.
That same spirit of innovation continues today — the brand relentlessly pushes the limits of mechanical calibres, sports chronographs, and design, effortlessly blending tradition with modern style.
Models of TAG Heuer we have available
All models
Icons of TAG Heuer — Carrera and Monaco
Since their creation, the Carrera and Monaco models have stood at the forefront of watchmaking innovation and remain true legends of the motorsport world.
Carrera, launched in 1963, became a symbol of elegance and readability — the perfect balance between classic and contemporary design. It graced the wrists of champions such as Niki Lauda and Ronnie Peterson, whose victories helped shape the heritage of racing.
Monaco, unveiled in 1969, broke all conventions with its bold square case and became the world’s first automatic water-resistant chronograph. It raced alongside Jo Siffert on the track and achieved cinematic immortality when Steve McQueen wore it in Le Mans.
Both collections remain timeless emblems of courage, technical precision, and charismatic design — proving that true icons do not age; they evolve with time.
Partnerships and Ambassadors
TAG Heuer is inseparably linked to the worlds of speed and performance.
Its prestigious partners include the Oracle Red Bull Racing Formula 1 Team, the TAG Heuer Porsche Formula E Team, the Monaco Grand Prix, and the Indianapolis 500 — each symbolizing a shared passion for precision, power, and technological innovation.
The faces of the brand embody the courage to perform under pressure and the drive to push beyond limits: Ayrton Senna, Steve McQueen, Ryan Gosling, Patrick Dempsey, Alexandra Daddario, and elite athletes such as Sydney McLaughlin-Levrone, Summer McIntosh, Tommy Fleetwood, Letsile Tebogo, Kai Lenny, Félix Auger-Aliassime, Cory Williams, Gisela Pulido, and In Gee Chun.
All are united by the same spirit that defines TAG Heuer itself — speed, precision, and the courage to go all in.
Discover the World of TAG Heuer
A brand that for more than 160 years has transformed the measurement of time into an art of precision.
Visit us at the Hodinářství Bechyně boutique in Ostrava and explore collections where adrenaline, innovation, and elegance meet in perfect harmony.