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First conceived by Edouard Heuer in 1860, TAG Heuer has been at the forefront of watch innovation ever since. In 1887 the brand devised and built the ‘oscillating pinion’, used to this day in the production of mechanical chronographs.
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Tag Heuer Carrera


The classic yet contemporary sports watch inspired by Motor Racing.

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TAG Heuer Carrera Automatic Ceramic Black Dial Mens Watch

CAR2090.BH0729 Shop Now
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TAG Heuer Aquaracer Quartz Stainless Steel Blue Dial Mens Watch

CAY111B.BA0927 Shop Now
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Tag Heuer Connected Quartz Black Dial Mens Watch

SBF8A8001.10BF0608 Shop Now
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TAG Heuer Autavia Automatic Stainless Steel Silver Dial Mens Watch

CBE2111.BA0687 Shop Now
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TAG Heuer watches have graced the wrists of the world’s elite throughout history, including both royalty and presidents alike.
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Tag Heuer

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Tag Heuer Aquaracer Automatic Stainless Steel White Dial Mens Watch

WAY2013.BA0927 Shop Now


Founded in 1860 by Edouard Heuer, TAG Heuer has marked many a milestone in Swiss luxury watchmaking history since its inception.

TAG Heuer's rich brand heritage is built on pushing boundaries and breaking rules, while constantly striving for greatness. Harnessing an avant-garde mentality to overcome technological restraints is at the forefront of all our creations and has allowed us to produce daring watches with ultimate precision.

Collections include the Tag Heuer Connected, the Carrera, the Formula 1, the Aquaracer and the Monaco

TAG Heuer

TAG Heuer

TAG Heuer is instantly recognisable as one of the worlds most popular brands. TAG was founded in 1860 when Edouard Heuer opened Uhrenmanufaktur Heuer AG in St-Imier, Switzerland. By 1882 Heuer had patented his first chronograph, and over the next 130 years TAG has been a consistent innovator.

Bucherer is an authorised TAG Heuer retailer. Available to buy in store at Selfridges and Westfield London and online with 0% finance options.

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