Alongside Legendary Race Cars & Timepieces That Defined Motorsport History

On the final day, January 20th, Jean-Christophe Babin, President and CEO of TAG Heuer, was joined by Alain Prost, a four-time F1 World Champion in the 1980s and recently appointed Brand Ambassador.

World's First Integrated Column Wheel Mechanical Chronograph Measures 1/100th of a Second with a Central Hand

Unveiled here was the "Heuer Carrera Mikrograph 1/100th Chronograph," a mechanical chronograph watch featuring an innovative mechanism. Its world premiere garnered significant attention from watchmaking professionals once again.



While the "Calibre 360 Chronograph" featured a modular structure with a 1/100th second chronograph module attached to the watch movement, the new "Heuer Carrera Mikrograph 1/100th Chronograph" achieves a more refined design by fully integrating the watch and 1/100th chronograph mechanisms into a single mechanical entity.

This model is the latest timepiece symbolizing the 150-year history of TAG Heuer, a brand that has been at the forefront of precise timekeeping since 1816, serving as the official timekeeper for numerous races, including Formula 1, and significantly contributing to the advancement of motorsport and watchmaking technology. It will be released as a limited edition of only 150 pieces worldwide.



LVMH Watch & Jewelry Japan
TAG Heuer Division
Tel. 03-3613-3951

BRAND HISTORY

TAG Heuer is a brand that has actively engaged with sports since its inception, earning respect from numerous athletes, particularly racers, for its continuous support of automotive advancements.

Its predecessor, Heuer, was founded in 1860 in Saint-Imier, Switzerland, by Edouard Heuer, who was then only 20 years old. The company quickly distinguished itself, obtaining a patent for a winding crown pocket watch in 1868 and exhibiting a split-seconds chronograph at the Paris Universal Exposition in 1889, where it received a silver medal.

In 1916, Heuer unveiled the "Mikrograph," a masterpiece stopwatch that is still celebrated today. This groundbreaking measuring instrument, capable of measuring to the 1/100th of a second, propelled Heuer to global recognition as an indispensable brand in the world of sports.

Indeed, this achievement led to the company being appointed as the official timekeeper for three Olympic Games, starting with the Antwerp Games in 1920.

While the company had already introduced the "Time of Trip," a dashboard clock for automobiles, in 1911, its deep involvement with motorsport continued to flourish.
In 1964, the brand launched a chronograph named after the legendary road race "Carrera," which became a favorite among many racers of the era.

Then, in 1969, it introduced the "Monaco," equipped with the world's first automatic chronograph movement. Famously, Hollywood actor Steve McQueen wore it both on and off-screen, and its image was etched into the minds of race fans worldwide through the iconic film "Le Mans."

Following the quartz crisis of the 1970s, which impacted many brands, Heuer faced a period of financial difficulty. However, in 1985, the company was revitalized through an investment from the TAG Group, which also owned the F1 McLaren team, leading to its renaming as the current TAG Heuer.

TAG Heuer deepened its ties with motorsport and expanded its brand promotion by enlisting ambassadors such as Tiger Woods, Maria Sharapova, Brad Pitt, and Uma Thurman. Mechanically, the brand continued to attract attention with innovations like the "V4" prototype in 2004, featuring a timing belt and ingot, and the "Calibre 360" in 2005, an automatic chronograph capable of measuring to the 1/100th of a second—a first for a wristwatch.

Year Founded: 1860
Place of Founding: Saint-Imier, Switzerland
Main Collection Names: Grand Carrera, Carrera, Link, Monaco, Aquaracer, Formula 1
Inquiries: LVMH Watch & Jewelry Japan, TAG Heuer Division, 03-3613-3951
Official Website: http://www.tagheuer.com/