Time for Rebels

Challenge rules and defy conventions

Reject the unexceptional. Think ahead, and differently. Be free-minded and rebellious to the very core. Give time a new look, a new allure. Don’t just evolve revolutionize.
In a word: innovate. In two words: TAG Heuer, a Swiss legend whose pioneering spirit has driven it forward for more than 150 years.

“Each driver has its limit,” said Ayrton Senna. “My limit is a little bit further than other's.”

The Formula 1 champion did not follow, he led.
Like Steve McQueen, Lewis Hamilton, Maria Sharapova and every legend who has represented TAG Heuer in between, he was a rebel. So too was Jack Heuer, back in 1969, the year he turned watchmaking design on its head with the square-shaped Monaco. A true iconoclast, Jack never played according to the rules: with each new timepiece, from the Carrera to the Silverstone, he rewrote them. And with every redesign, he pushes forward even further.

TAG Heuer’s R&D team continues this legacy. The Monaco V4 of 2004, the first gear-less, belt-driven watch. The Mikrotimer of 2011, the first to achieve 1,1000 of a second accuracy. These are just two of many patented breakthroughs the list stretches back a century and half. In 2012, a fully redesigned line of TAG Heuer Formula 1 watches advances this rebellious streak even further...