HERITAGE The Past is Present

At TAG Heuer, we’re known for our unwavering dedication to innovation and invention. But while we’ve got one eye fixed firmly on the future of watchmaking, with a cutting edge approach to both aesthetic design and engineering, we’ve also got a passion for history. Our past is just as important as our present, and for this reason we dedicate a whole team at our Swiss manufacture to our heritage service.

This means we can offer museum-quality restoration for historical and vintage TAG Heuer timepieces; so whether you’ve inherited a family heirloom from generations past, or you’re a keen connoisseur of antique watches with an exciting new addition to your collection – we’ve got you covered.  Our exceptional heritage workshop can restore your watch to its original condition, whether that means remanufacturing original components or performing a meticulous repair.  With our boutique team of seven experts in the care of vintage watches, we restore a total of about 1200 timepieces every year. 

But a picture is worth a thousand words… and if you’re keen to see the magic our restoration team can perform, check out these journeys from ‘Before’ to ‘After’.  Our lucky voyagers through time?

Heuer Autavia Dial 2446 – Full Restoration

Heuer Chronograph 750.501 – Restoration of the black chrome watch face

Silverstone Dial Heuer 110.313 – Full Restoration

So what’s the difference between repair and restoration?

While this might seem like a simple distinction, when it comes to watches things are a bit more complicated (and that’s before we even get to ‘complications’, for you horological geeks).  At TAG Heuer, both restoration and repairs begin with a detailed diagnostic examination by our heritage experts, who (like any good doctor) will then come up with both a ‘diagnosis’ and a plan of action.  If restoration is the goal, we might (for example) replace a missing part that is no longer in standard production.  This means recreating a historically accurate replica that functions exactly as the original component would within the original setting.  We perform extensive research and detailed investigations to ensure a flawless reconstruction, while maintaining the authentic patina and appearance of your watch.  

Repairs, meanwhile, might involve placing the original timepiece in a brand new setting – a facelift, if you like, for your fully serviced and (acutely) accurate mechanism.  Our goal? to conserve your precious possession in the most sensitive and historically accurate manner, while ensuring unwavering precision. 

But our Heritage Dept. history buffs aren’t only expert watchmakers with magic fingers – they’re also in charge of conservation and archiving every model ever produced by our Maison.  This means we have an extensive record of historical models, and are able to identify timepieces made by TAG Heuer and Heuer, perform a ‘diagnosis’, and check their authenticity.  We also offer watch analysis documents which are used by auctioneers or collectors, for example, to help identify rare original pieces.

Who can use our restoration and repair service?

That’s easy – everyone! Any owner of a vintage or antique TAG Heuer or Heuer model can have their watch appraised, restored, or repaired at our Swiss Headquarters.  This allows you to conserve the value of your watch for your lifetime, and for generations to come. The best way to send your timepiece safely and securely is to bring it to an official TAG Heuer boutique, who will cover any postage costs as part of our service fee.  Each watch needs to be appraised individually, and a quote for proposed services will be determined by an expert watchmaker.  This usually takes a few months from drop-off to return, depending on the extent of work required.

At TAG Heuer, our research and development institute, along with our heritage department, play a vital role in creating our current collections. Every day, we draw on our rich history and use our extensive archive as a kind of ‘learning lab’ to improve each and every new TAG Heuer release.  We study our movements through time, building on our successes and learning from our ‘mistakes’ (comparing materials and understanding what tends to wear out more quickly, for example) – to develop the very best watches of the future.  In short? Our past is very much present – and helps us to create unparalleled excellence for tomorrow.