TAG Heuer & F1: A history of TAG Heuer, Formula One, and its long ties with motorsport

TAG Heuer is back as the Official Timekeeper of F1. The brand's slogan is "We're Back." But what does this really mean? Andrew McUtchen paid a visit to the TAG Heuer manufacture, linking up with the brand's Heritage Director Nicholas Biebuyck to better understand the long ties between TAG Heuer, the world of motorsport, and, in particular, Formula One racing. Naturally, we walk through this fascinating timeline with watches as our guide - each timepiece telling a story of its era with delightful tangents along the way.

Like... Did you know Piaget once owned Heuer? That Lewis Hamilton first wore TAG Heuer? Watch the full video to race through TAG Heuer's rich heritage in motorsport.

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00:00 Intro
02:43 Heuer Mikrograph
03:08 Heuer Rally-Master
04:31 Heuer Autavia - The '60s
06:27 Heuer Camaro - The late 60's
07:32 Heuer Chronomatic Autavia ref. 1163 - Jo Siffert
08:42 Heuer Monaco ref. 1133B - The early '70s, Steve McQueen, Le Mans, and Calibre 11
10:26 Heuer Monza ref. 150.501 - The mid to late '70s
11:13 Heuer HL205 Timekeeping Keyboards - TAG Heuer's relationship with Ferrari
12:47 Heuer Carrera ref.1158
14:31 Ryan Gosling - vintage pieces worn in Barbie
15:09 How Heuer became TAG Heuer
18:11 Heuer Easy Rider - Jacky Ickx
19:01 Heuer Cavallino
20:07 TAG Heuer Formula 1 Watch - 1986
22:05 TAG Heuer S/EL Digital Quartz Chronograph - Ayrton Senna
24:11 1992: TAG Heuer's sponsorship of F1 begins
26:41 TAG Heuer Formula 1 Chronograph ref. CA1214 - 2008, Lewis Hamilton
27:26 TAG Heuer x Red Bull Racing
28:59 Outro

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