Watches / Society

The TAG Heuer Connected Watch celebrates the past and the future of avant garde timepieces

By Kristian Haagen

Photo: Tag Heuer

Dominating racetracks worldwide for almost a century, TAG Heuer is overtaking its rivals for high-end connected watches with the help of 27-year-old Frédéric Arnault

Founded by Edouard Heuer in the Swiss municipality of St-Imier in 1860, TAG Heuer has always seen itself as ahead of the curve. Indeed, the initials TAG stand for 'Techniques d'Avant Garde' and the watch manufacturer has stayed true to its name with a series of horological world firsts.


In 1882, when the company was still known simply as Heuer, they patented their first chronograph. Just five years later, they invented the 'oscillating pinion', a system still incorporated in many of the finest chronograph watches to this day.

After pioneering the world's first dashboard chronograph – used in cars and aeroplanes – in 1914, Heuer introduced their first wristwatch that same year. Since then, chronographs have been in the DNA of the Swiss manufacturer. After dominating the racetracks with their Autavia, Carrera, Silverstone and their legendary Monaco model, TAG Heuer continues to take firsts when fast cars make it over the finishing line.

However, since November 2015, TAG Heuer has also dominated the luxury market for connected watches.