The TAG Heuer x Fragment Design Chronograph from 2020 was the first Formula 1 watch to be equipped with the in-house Heuer 02 Chronograph movement TAG Heuer updated their Formula 1 collection with four fresh colours this year.įor 2021,TAG Heuer introduced new models in tangerine orange and lime yellow inspired by the vibrant colours of the first Formula 1 series introduced in 1986. For this new collaboration, Fujiwara created a daring reinterpretation of TAG Heuer’s signature motor-racing inspired C-Case models from the 1960s and 1970s (think vintage Heuer “Viceroy”’ Autavia 1163 as its inspiration. This was the first time that a Formula 1 watch was equipped with the in-house Heuer 02 Chronograph movement. A collaboration with influential Japanese designer Hiroshi Fujiwara, the TAG Heuer x Fragment Design Chronograph was released as a limited edition of 500 pieces. Last year, TAG Heuer introduced a premium model in this range priced at USD 6500, which costs as much as a Monaco and more than most Carreras. While the collection still offered quartz models, a good number of mechanical movements were also introduced in the line-up. The 2015 models showcased a significant change in the watch design’s, which now looked more like the Heuer Autavia from the 1970s. Anchored in TAG Heuer’s long association with racing and motorsports, the Formula 1 collection was in perfect sync with Biver’s vision for the company. When Jean-Claude Biver took over TAG Heuer as its interim CEO in 2015, the company started focussing on a young product line with emphasis on affordability and 'perceived value'. Jack Heuer greeting Enzo Ferrari (seated) in 1974 While most race track heroes-from Bruce McLaren to Mario Andretti to Gilles Villeneuve-sported the Heuer Autavia in the 1960s, Carrera too was a prominent fixture amongst drivers who prefered elegant watches with great legibility. While TAG had sponsored the Williams team from 1979-1981, Heuer supported Ferrari in the 1970s. Some of the pieces in the company's catalogue then dated back to 1882. The Heuer company was not new to chronograph manufacturing. The collection’s name had an obvious reference to TAG and Heuer’s illustrious history with motorsports. It was the first analogue Heuer/ TAG Heuer series to be quartz-only and was available in bright fibreglass and stainless steel cases, priced much lower than the Autavia.ĭesigned by Eddy Burge, the first generation of Formula 1 watches offered three-hand and chronograph models powered by quartz calibres from ETA. Inspired by the success of the Swatch watch in the quartz era when Japanese watches ruled the market, the Formula 1 was made for the times. Originally launched in 1986, the TAG Heuer Formula 1 was the first watch that marked Heuer’s historic acquisition by Techniques d’Avant Garde (“TAG”).
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