A century and a half with TAG Heuer

Posted on May 28, 2010

The Swiss firm for high-end watches celebrates its 150 years of history bringing to market the Grand Carrera Pendulum. Leonardo Di Caprio and automotive Tesla also part in the festivities.


It is one of the irreplaceable in the global luxury market firms. It was founded in 1860 by Edouard Heuer and gradually gained prestige to the beat of its undeniable technical developments and timing of their business drivers.
Besides patenting his first chronograph in 1882, Edouard Heuer knew that the link with sports and racing opportunities did not miss. So in 1911 he devised the first chronograph for cars and airplanes. Then in the Olympics in 1920, 1924 and 1928 (Antwerp, Paris and Amsterdam, respectively) timers were signing official for all competitions.


In the 1960s, the fully consolidated company, Heuer TAG is absorbed and the official name of the brand is as we know it today. Currently, the holding company LVMH, which also owns Fendi and Givenchy - is in charge of the company.


Di Caprio and Roadshow

To celebrate his century of life, TAG Heuer began this month with a series of extraordinary events and trade shows. First, a pompous party with Leonardo Di Caprio as the official ambassador of the firm. Later that same event served to present the Grand Carrera Pendulum, the first watch with movement without spiral.
The anniversary will also be celebrated in partnership with the car company Tesla, market leader in high-end electric vehicles. The manufacturer designed the TAG Heuer Tesla Roadster, which was already presented at the Geneva Motor Show.
This super car is also the inseparable companion of a series of exhibitions that will show the world the showcase with the best watches of all time. This exhibition will end in October 2010 and will tour Tokyo, London, Los Angeles, Miami, Milan, Beijing, Moscow and Monaco, among other cities.

Written by Andrés Bacigalupo
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Travolta and Breitling - The Watch Dakar - Aston Martin

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