Chrono24 Magazine: News and Perspectives From the Watch Industry
TAG Heuer Brand Week: Is it true that the TAG Heuer Monaco was the first automatic chronograph?
Many watches achieve fame after being worn by a celebrity or two. This was certainly the case for the TAG Heuer Monaco. Steve McQueen famously wore this timepiece on screen in the film Le Mans. If it weren’t for that appearance on the silver screen, the Monaco – even with its angular case design and revolutionary movement technology – may have never achieved the cult status it enjoys today.
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TAG Heuer is a luxury watch brand. The Swiss company was founded in 1860 and is known for combining first-rate technologies with exclusive designs. TAG Heuer's portfolio consists of both elegant and sporty timepieces.
Certain vintage models like the Heuer Autavia are popular with collectors and are likely to hold their value or even appreciate in value. The watches in TAG Heuer's current collection are generally considered to have a lower value stability; prices on the secondary market are usually lower than the MSRP.
TAG Heuer was founded by Edouard Heuer in Saint-Imier, Switzerland in 1860. Today, the brand's headquarters are in La Chaux-de-Fonds, Switzerland. TAG Heuer has belonged to the French luxury goods conglomerate, LVMH Moët Hennessy Louis Vuitton, since 1999.