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Tag Heuer

The story of TAG Heuer is a story of two brands. In the 1960s and 1970s, Heuer was associated with some of the greatest motor sports drivers and races in the world. Then, in 1985, Techniques d’Avant Garde (TAG), which was already famous for creating high-performance turbochargers for use in F1 cars, injected a new energy into the Heuer name.

This marriage of history with cutting-edge design has been a hallmark of TAG Heuer's luxury watches ever since. From classic shapes to extraordinary invention, the brand with its roots in the past continues to push the boundaries of what is possible in chronograph design.

You only have to look at the list of names associated with TAG Heuer - Steve McQueen, Ayrton Senna, Cara Delevingne - to understand what’s at the heart of this iconic luxury watch brand. Style, performance, precision. The undefinable ‘it’ factor. When you see a TAG Heuer watch, you see a machine that has defined its times.

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