Grade One Replica Watch

TAG Heuer And Formula 1: The Winning Formula

23 May 2025

As soon as the five starting lights on Boulevard Albert 1er turn green at 3 p.m. on 25 May 2025 and the Formula 1 TAG Heuer Grand Prix de Monaco 2025 begins, they will also mark the beginning of a new era in the watch world at the historic race track. In celebration of the racing series' 75th anniversary, the LVMH subsidiary is not only replacing , which had been the sponsor for ten years, but is also for the eighth race of the year returning to the location whose name is more closely associated with the renowned manufacture than any other. With 239 victories, 613 podium finishes, 9471 points, 11 constructors world championships and 15 drivers' world championships, TAG Heuer is also the most successful brand ever to be involved in Formula 1.Return to Motorsport's OlympusNo one is better placed to judge how emotional TAG Heuer’s return to the pinnacle of motorsport is than Heritage Director Nicholas Biebuyck. Yes, of course, he is paid to take care of the brand's history, but anyone who has ever spoken to him quickly realises: the man who previously worked for the auction house Christie's and considers it a compliment to be called a top-class watch nerd doesn't just live and breathe TAG Heuer he has been a Formula 1 fan since childhood. In a recent interview, Biebuyck revealed that the first time he cried was when he officially learnt that TAG Heuer would be returning to Formula 1 and the second time was when he was shown the placement of the iconic TAG Heuer diamond logo on the track barriers. TAG Heuer is, therefore, making a big comeback in Formula 1, not just continuing as a partner of Oracle Red Bull Racing but now as a title sponsor. The promotional videos with the slogan ‘We are back’ are everywhere at least for those of us interested in fine mechanical sports watches, like us at Swisswatches. The TAG Heuer archive in La Chaux-de-FondsIf you want to better understand the madness surrounding TAG Heuer and Formula 1, you have to travel to La Chaux-de-Fonds in Switzerland, where the TAG Heuer archive is located. Here, over the past four years and three months (since taking on this role), Biebuyck has done a thorough job of reorganising and preparing his most important treasures for this significant day in the company's history. In the high-ceilinged room, which with its white walls and metal filing cabinets feels more like a workshop for expensive racing cars, more than 3,000 watches from the company's history are stored. Elsewhere, there is a vast archive of documents. Alongside all the valuable watches, you'll also find helmets from Formula 1 heroes as well as a range of extremely valuable accessories, such as the racing suit Steve McQueen wore in Le Mans. Biebuyck describes what it means for someone like him that TAG Heuer is back: We are the watch brand of motorsport, we are the watch brand of Formula 1. Of course, there are many other watchmakers who currently want to talk about this topic, but in reality they can’t hold a candle to us when it comes to our heritage. We have earned this pole position over decades.'That’s a bold statement. Let’s see if it truly lives up to its promise. Let’s take a closer look at the most important watches, but also the most important achievements of TAG Heuer in motorsport timekeeping and, of course, Formula 1. What is this reputation really based on? Since the company was founded 165 years ago, in 1860, and then again in 1880 when the first pocket watch chronograph was produced nearby in St. Imier, TAG Heuer has been (almost) all about motorsport. Biebuyck explains, Since the 1880s, chronographs have been at the centre of what we do. From that time, the focus has been on precision timekeeping instruments.' Fair enough. This is also intriguing: in the 1950s, during the early years of Formula 1, Heuer even decided to exclusively produce chronographs for wristwatches. Although this approach hasn't been strictly adhered to over the years, it would be an exciting idea today, as chronographs remain the most popular watch category among collectors. Early precision time measurement: micrograph and microsplitWhen discussing stopwatches and timekeeping at TAG Heuer, one must go back well before the invention of the modern wristwatch. The story begins with a particularly remarkable stopwatch: the so-called Mikrograph and the Heuer Microsplit (the split-second version), which were introduced in 1916. These were predominantly designed for military use at the time (as the impact fuse had yet to be invented, officers manually timed the impact of projectiles). TAG Heuer preserves numerous examples of these early stopwatches in its archives, capable of measuring times with precision down to 1/100th of a second. Sidekick 1: The limited edition TAG Heuer Monaco Chronograph StopwatchJust in time for the race, the company is unveiling a special, limited-edition version of its Monaco chronograph, whose design is inspired by one of the famous later Microsplit stopwatches from the 1970s. The TAG Heuer Monaco Chronograph Stopwatch, limited to 970 pieces, incorporates the design elements of these vintage Heuer stopwatches. The use of black, white, and red the original Heuer colour palette establishes a direct link to the timekeeping instruments that once defined precision in motorsport. The watch features a black, circular layout against an opalescent silver backdrop, creating an intriguing contrast that enhances readability. A red minute scale encircles the edge of the dial, emphasising both the watch's legibility and its motorsport DNA. Inside beats the legendary Calibre 11, a descendant of Heuer's first mass-produced automatic chronograph movement, establishing a mechanical connection to the original Heuer Monaco. The straps are made of black perforated calf leather, a nod to the racing gloves worn by generations of drivers. The 39mm case, made from sandblasted Grade 2 titanium with a black DLC coating, ensures a comfortable and stylish fit. At 9,700 Swiss Francs, such a limited-edition piece of a legend is undoubtedly a more than fair price. The watch also pays subtle homage to the first black Monaco chronograph, the so-called Dark Lord.' #sw-image-gallery-block_739dbb57512cf59f643810745b0acc44 { /* Add styles that use ACF values here */ } From manual stopwatches to dashboard clocksBut let's return to motorsport: following the era of hand-held stopwatches came dashboard-mounted clocks for early rally drivers. This brings us to the Rally-Master of 1958/59 and its development. Even earlier, in 1911, the first clock to be mounted on a dashboard was the Trip Time.' With the rise of travel by car and aeroplane, Heuer designed an instrument intended to be installed on the dashboards of these new modes of transport. The Time of Trip' was a precision chronograph that displayed the time of day on its main dial, while two hands on a smaller subdial recorded the duration of a journey. Using a pusher, the driver or pilot could start and stop this Time of Trip' instrument to measure, for example, the time taken for a journey. #sw-image-gallery-block_8f6333a0d5d854fc0c079bc1b60c6fa9 { /* Add styles that use ACF values here */ } The watch for drivers and pilots: The first Heuer AutaviaBy 1933, this had evolved into what we now know as the Autavia. Heuer introduced the Autavia dashboard instrument in 1933 a name that would remain in the catalogue for decades and later gain worldwide fame as a wristwatch worn by Formula 1 drivers. The early 12-hour Autavia stopwatch was a dashboard instrument designed to meet the needs of the automotive industry, hence its name: AUT for automobile and AVIA for aviation (from the French word for aviation). The Autavia could be used as a standalone timer or in conjunction with Heuer's 8-day power reserve clockwork. Drivers, pilots, and athletes chose the instrument that best suited their preferences. #sw-image-gallery-block_44270bd71f90645feabd130e10a05881 { /* Add styles that use ACF values here */ } The Jack Heuer and Rallye-Master EraThe real turning point came in 1958 when Jack Heuer, a fourth-generation descendant of the company's founder, joined the business for the debut of the Rally-Master. It was a combination of the Master Time and the Rallye, initially called the Auto-Rallye and later renamed Monte Carlo. Heuer and Formula 1: Jochen Rindt as a pioneerLet's turn to wristwatches and their connection to Formula 1. When did it all begin? In 1967, the first images emerged of Jochen Rindt wearing a Heuer Autavia in the Formula 1 paddock. Jochen Rindt remains the only Formula 1 World Champion to have been awarded the title posthumously, having tragically passed away during the 1970 Monza Grand Prix. The championship trophy was accepted by his widow, racing driver Nina Rindt, who later became associated with another watch brand, Universal Gen¨¨ve. Rindt was not alone in his preference for Heuer, which at the time was widely regarded as the professional racing driver's watch, regardless of team affiliation. Collector’s items and the connection to the Indianapolis 500Collectors might be particularly interested in the Autavia chronographs with reference 2446 from the first production year in 1962. Other highlights are the watches presented to drivers with the fastest qualifying lap at the Indianapolis 500. As Biebuyck proudly remarked, We are fortunate to have two of these in our museum collection today. Remarkably, I acquired both within a short time, each from the United States.'Although our focus is on Formula 1, the IndyCar races, particularly the Indy 500 in the US, are also a vital part of Heuer's history. Since 2004, TAG Heuer has been the official timekeeper and scorekeeper for the event. I had the privilege of attending the 100th Indy 500 race in 2016, an experience that left me awestruck by the sheer scale of the crowd. The 500-mile race, held annually since 1911, is not only one of motorsport's Triple Crown' events alongside Le Mans and the Monaco Grand Prix but also attracts more than 400,000 spectators each year, making it the largest single-day sporting event in the world. Interestingly, while winners traditionally receive a Cosmograph Daytona, the motorsport world boasts enduring traditions with several iconic watch brands. #sw-image-gallery-block_b3730ce24022feeb360c6737432a3d2b { /* Add styles that use ACF values here */ } The Heuer Camaro: A tribute to a special American muscle carReturning to the 1960s and the early days of Heuer's association with Formula 1, one detour is worth making: the Heuer Camaro. This chronograph debuted in 1968 with its distinctive cushion-shaped case, silver dial, and tachymeter scale. Its fame is not merely due to its name but its inspiration the Chevrolet Camaro, which launched the previous year and served as the pace car for the Indianapolis 500. For Jack Heuer, looking to expand the brand's presence in North America, naming the watch after a muscle car was a natural choice. Jody Scheckter and the dawn of an eraWhat makes the Camaro truly special is that it was the same watch worn by South African driver Jody Scheckter early in his career. The rest is history: Scheckter went on to become the 1979 Formula 1 World Champion with Ferrari, proudly bearing the Heuer logo on his car as Heuer was Ferrari's sponsor back then. It's worth noting that drivers like Scheckter often wore Heuer watches early in their careers, even before joining major teams. Credit ? FerrariJo Siffert and his connection to HeuerFinally, we come to Jo Siffert, the Swiss racing driver closely associated with Heuer, who tragically lost his life in 1971 during a race at Brands Hatch in England. The story begins in 1969, just before the launch of the first commercially available automatic chronograph movement. On a golf course in 1971, a friend mentioned to Jack Heuer that Formula 1 driver and Porsche dealer Jo Siffert was seeking sponsorship. Heuer, a motorsport enthusiast, went straight to Siffert's dealership and struck a deal that would change the brand's history: for the cost of a Porsche and 20,000 Swiss francs. Jack Heuer purchased a Porsche 911 from Siffert's dealership and secured an agreement for Siffert to promote the revolutionary automatic chronograph Calibre 11. The agreement included displaying the Heuer logo on Siffert's Rob Walker Lotus 49B during the 1969 season. With the Heuer crest on his racing suit and an Autavia reference 1163 with a white dial and new movement on his wrist, Siffert made motorsport history. This marked the first time a watchmaker or luxury brand, outside the traditional automotive supply chain, sponsored a Formula 1 driver and had its logo displayed on a car. #sw-two-image-block_19108f9775946c0773db693b3000b74b { /* Add styles that use ACF values here */ } The revolution of calibre 11 Chronomatic'On 3rd March 1969, CEO Jack William Heuer presented his vision of the future to the astonished global press simultaneously at the Intercontinental Hotel in Geneva and the Copter Club in New York's PanAm building. The first waterproof automatic chronograph in the world with a micro-rotor movement a mechanical watch with a stopwatch function that no longer needs to be wound manually. The calibre 11 Chronomatic' movement used an eccentric rotor to wind the watch’s mainspring. This innovation was a milestone in watchmaking. Even the models worn by Armstrong and Aldrin on the Moon that same summer had to be wound by hand, which presented a significant drawback: stopping the mechanism consumed considerable energy from the mainspring. If the watch wasn't sufficiently wound, it would often stop mid-measurement, which was about as practical as a phone running out of battery mid-call. #sw-image-gallery-block_df83438fcca4a998486aa225f2ebe9b7 { /* Add styles that use ACF values here */ } Projekt 99' and the collaboration with BreitlingFor over four years, Heuer had secretly been working on this marvel, codenamed Project 99'. Development costs soared, and numerous refinements were necessary. Even Breitling, a competitor, was brought on board. By the time the watch was unveiled, the project had cost an unimaginable 500,000 Swiss francs.The popularity of Heuer chronographs in Formula 1Staying on the racetrack: Formula 1 drivers loved these new Heuer chronographs. Consider the Autavia reference 1163. Its standout feature was its Chronomatic movement. The very first production series consisted of only a few hundred pieces. The initial goal was to secure the brand name Chronomatic for Automatic Chronograph'. However, Jack Heuer and his team soon realised that the term was too unfamiliar to resonate with consumers. They decided instead to label the dial Automatic Chronograph'. Breitling, Heuer's collaborator in developing the first commercially available automatic chronograph, continued using the name Chronomatic' on some of their dials. Should you come across an Autavia with the Chronomatic' inscription, seize the opportunity: a standard Autavia in good condition today might fetch 10,000¨C15,000 US-dollars, while one with the Chronomatic inscription can command 70,000 US-dollars or more just because of this subtle branding difference. The legendary calibre 11 and the MonacoReturning to this milestone in watchmaking history, the legendary Calibre 11 powered the iconic Monaco, which found its way to an even more iconic wrist. The Calibre 11 was a collaborative project between Heuer and Breitling, with Buren producing the micro-rotor base and Dubois-Depraz long-time partners on dashboard watch complications developing the chronograph module. Together, these elements formed the Calibre 11. Jack Heuer’s initial success captures Hollywood's attentionIn hindsight, Jack Heuer once admitted to me that he had approached the project totally amateurishly'. Yet, it was a resounding success. Hollywood soon took notice.How a Heuer watch ended up on Steve McQueen’s wristIn Hollywood, many directors and cinematographers relied on Heuer's robust stopwatches to calculate film lengths. Little did Jack Heuer suspect that Steve McQueen, an amateur racing driver, was filming a major motion picture about the 24 Hours of Le Mans. What a fortunate coincidence: McQueen, striving for authenticity in his portrayal of his idol and friend Jo Siffert, insisted on wearing Siffert's watch the Monaco ¨Calongside a racing suit emblazoned with the Heuer logo, even though McQueen was privately a devoted wearer. Credit ?Sotheby'sThe link to Steve McQueen’s Le Mans' filmBy 1970, Heuer learned about the film being shot near Le Mans with Steve McQueen. The company found a way to become involved. Biebuyck opened a drawer and revealed, We are incredibly fortunate to own one of the original racing suits from the filming. The amusing story is that after production, the suits were given to a German car magazine for a giveaway. Someone in Germany won it, stored it in an attic, and it resurfaced at an auction in 2017.' According to Biebuyck, the museum paid approximately 300,000 US-dollars for this original suit.Monza another legendEven though much of this year's attention revolves around the Monaco so iconic that TAG Heuer even has naming rights for the Monaco Grand Prix we shouldn't overlook its sibling, the Monza. As Biebuyck explains: The Monza is also a crucial icon to us.' Heuer launched the Monza in 1975 to commemorate Niki Lauda's sensational first championship win for Ferrari. Ferrari had endured a tough spell, with their last title win in 1964. Enzo Ferrari had essentially fired the entire team in 1970 and begun building his own test track. In 2016, the Monza made a triumphant return for its 40th anniversary, reimagined as a black titanium-carbide-coated watch featuring the Calibre 17 movement. #sw-image-gallery-block_acec4c3e3d2016b3e8928524e4402018 { /* Add styles that use ACF values here */ } How Heuer became a Ferrari sponsorWhen the film Le Mans premiered in 1971 (Heuer had supplied crates of equipment to the set), Jack Heuer was already planning his next move. He happened to learn that racing driver Gianclaudio Clay' Regazzoni was looking for bespoke electronic timing equipment for the 24 Hours of Le Mans and Ferrari's Maranello test circuit. Enzo Ferrari no longer trusted outdated manual timing methods. That same year, Jack Heuer signed the best contract of his career: Heuer became the official timekeeper of Scuderia Ferrari, and remarkably, it didn't cost a single extra franc well, almost. Heuer and Ferrari: A partnership in timekeepingIn 1971, Heuer became Ferrari's official partner for timekeeping, initially at the Fiorano test track and later worldwide, alongside legendary expert Jean Campiche. Campiche, often seen in vintage footage involving Heuer timekeeping, had trained as an electronics engineer in Lausanne and developed a passion for motorsport. Between 1969 and 1972, he competed in the Motorcycle World Championship, funding his racing seasons himself. However, racing without sponsors was nearly impossible. Seeking a well-paid job, he came across an opening at Heuer for a timekeeper with strong PR skills, willing to travel the world and work for an undisclosed racing team. Jean Campiche and timekeeping at FerrariIn 1973, Campiche embarked on the adventure of a lifetime, joining Scuderia Ferrari. Heuer hired him at the specific request of Enzo Ferrari, who was fiercely competitive and wanted to enhance the number of timed intervals at Fiorano to improve the performance of his single-seaters. With Heuer’s help, Ferrari's private track was fitted with 45 photoelectric cells, enabling the measurement of split times within a lap, especially during acceleration and braking. At a time when official timing methods were far from perfect, Heuer's systems delivered superior precision. Heuer used devices like the Centigraph, capable of measuring times to 1/1000th of a second. This system allowed Ferrari to track multiple cars simultaneously, displaying the number of laps, last lap time, and total time, which could then be printed in real-time. Campiche remained with Ferrari until 1986. TAG Heuer becomes official timekeeper of Formula 1 for the first timeWhen TAG Heuer became Formula 1's official timekeeper in 1992, Campiche assumed overall responsibility for timekeeping, drawing on his two decades of experience. He leveraged innovations from La Chaux-de-Fonds, changing the way motorsport timings were recorded. He improved timing instruments, integrating them with radios, computers, and vehicle-mounted transponders year after year. Let's not forget: The Heuer SilverstoneBack to watches: the Heuer Silverstone was launched in 1974 with a revolutionary case design. Nothing in the 1970s was as cool as TAG Heuer watches. For its 150th anniversary a decade ago, the company revisited this wild era by reissuing the Silverstone', a stainless steel automatic chronograph that looked as though Apple designer Jonathan Ive had worked in the seventies. The launch of the Monza to celebrate a very special world championship titleWhen Niki Lauda became Ferrari World Champion in 1975, Heuer, one of Ferrari's key partners, decided to launch the Monza. With its cool design, one could bet that the watch might make its comeback as it already has in various iterations over the years. Most recently, TAG Heuer introduced the TAG Heuer Monza Flyback Chronometer at the LVMH Watch Week in 2023 a modern reinterpretation of the classic. The original wasn't a high-end luxury piece: it featured a simple dial, an affordable brass case in a Carrera shape, and a simplified Calibre 15 movement (a pared-down version of the flagship Calibre 12). However, it had two distinctive features: it was one of the first watches fully coated in black PVD, and its black look, combined with red and white details and perfectly asymmetrical sub-dials, gave it a mysterious allure. Before 2023, the Monza name had been revived twice: in 2000 for its first reissue (without the black PVD coating) and more successfully in 2016 at Baselworld, which saw the return of the original design. How did the illustrious connection between Ferrari and Heuer in Formula 1 come about?Timekeeping in Formula 1 at the time used devices resembling old typewriters. Heuer's archives contain a set of such equipment, including the HL 205, which resembled the Le Mans Centigraph. These devices were pivotal because Heuer and Ferrari initiated a technical partnership, starting with timekeeping for Fiorano and later for endurance races and Formula 1.Heuer’s special timing devices for FerrariWhat made these devices special was that Heuer developed them exclusively for Ferrari. Biebuyck emphasised that Heuer was far more than just a watch sponsor for Formula 1 celebrities: This was a device already used in industry with 1/1000th second accuracy. At the track, three or four were in use, and Jean Campiche was nicknamed the pianist' because it looked like he was playing a piano as he pressed many buttons simultaneously.'The Automatic Car Identification Timing SystemIn 1974, Heuer developed the Automatic Car Identification Timing System, which enabled real-time tracking of race cars for the first time. However, it wasn't until 1992 that a production version of the system was deployed by TAG Heuer. For the next 12 years, this system served as the official timekeeper at all Formula 1 races.Negotiations with Enzo FerrariThe wristwatches followed the timing systems. According to Biebuyck, Enzo Ferrari was a tough negotiator when Jack Heuer sought to partner with him. Biebuyck recalled: Enzo didn't just want the equipment for free. He thought drivers were too expensive and demanded that Heuer pay each driver 25,000 dollars upfront.' Jack Heuer recognised that this wasn't a good deal and countered: The Heuer logo must appear on the cars, then you'll get the equipment for free. The logo must also go on the suits, and then I can work with the drivers.' But Jack's savvy didn't stop there. According to Biebuyck: He also insisted the drivers visit Heuer in Switzerland, tour the factory, sign a contract, and instead of cash, each would receive a solid gold Heuer Carrera.' The Heuer Carrera Reference 1158 and its famous wearersThis brings us to the Heuer Carrera Reference 1158. Naturally, the Carrera specifically the Carrera Chronograph is another Heuer legend. Introduced in 1963, it remains an icon of watchmaking history. For Jack Heuer, then technical director, the design of the dial and case was paramount. The watch's domed dial was particularly innovative, using the tension ring inside the case to display a fifth-of-a-second scale. This extended the visible diameter of the dial by nearly two millimetres. #sw-image-gallery-block_4291a49b494107f552cfa6b6a2293f0d { /* Add styles that use ACF values here */ } The watch reportedly earned its name after Jack Heuer, while timing the 12 Hours of Sebring race, heard a driver mention the Carrera Panamericana in Mexico a name that eventually inspired the model. The Carrera was crafted in numerous variations, including the Carrera 45 with a 45-minute scale, the Carrera 45 and 12 Dezi models with a hundredth-minute scale, and a groundbreaking model: the Carrera 45 Dato, featuring a date window displayed on a single disc. When the Chronomatic was launched, it introduced the new Calibres 11 and 12, identifiable by their crown shifted to the left. This marked the birth of a model gifted to Formula 1 drivers. The Carrera's production ceased in 1986, but its comeback in 2000 under LVMH was delayed due to trademark issues. The Carrera's laid the foundation for TAG Heuer's entire range of motorsport-inspired sports watches.For Formula 1 drivers, it was available in three gold versions: with a silver dial, a champagne-coloured dial, and a third, one of Biebuyck's favourites. Jack Heuer gave these watches to Ferrari drivers', Biebuyck recalls, though many others wore them as well. These included Swedish driver Ronnie Peterson, vice-champion in 1971 and 1978; Belgian driver Jacky Ickx; American Mario Andretti, world champion in 1978; and Swiss vice-champion Clay Regazzoni in 1974. Not just Biebuyck, but fans among top drivers were impressed: We have photos of all these guys wearing the watches. Often, Jack Heuer had messages engraved for them, such as For Ronnie' or Thanks for your support'. One fascinating story is about Mike Hailwood, who wasn't a Ferrari driver but saved Regazzoni's life by pulling him from a burning car. Jack Heuer gave Hailwood a gold watch with a unique engraving: Good luck for the coming season.' #sw-image-gallery-block_e183ccfab5c84c0361b4714acf0f746c { /* Add styles that..................