STORIES A History Written in Seconds

The interwar years saw Heuer diversifying its wrist chronographs. These watches were not only practical but also symbols of a modern lifestyle. Meanwhile, Heuer’s timers accompanied rallies across Europe, with dashboard instruments becoming standard equipment for professional teams. The period cemented the Maison’s reputation as the master of practical, rugged chronographs.

In 1958, Jack Heuer — great-grandson of the founder — joined the business. His tenure transformed the company. During a trip to the Sebring circuit, the parents of drivers Pedro and Ricardo Rodríguez told him about the grueling Carrera Panamericana road race in Mexico. The name “Carrera” struck him instantly: short, sharp, international. By 1963, the Heuer Carrera chronograph was born, designed with its pure, legible dial to serve drivers in high-speed conditions.

Beyond the racetrack, Heuer’s reputation reached new frontiers. In 1962, astronaut John Glenn orbited Earth aboard Mercury-Atlas 6 with a Heuer stopwatch strapped to his wrist — proof that the Maison’s expertise could withstand even the ultimate test: space.

These years coincided with a golden age of motorsport, when racing captured global attention. More than timekeeping tools, Heuer chronographs became symbols of style and innovation—not just on wrists, but on the track itself. In 1969, Jack Heuer made history by placing the brand’s logo on Jo Siffert’s Formula 1 car—the first time a watchmaker ventured onto an F1 livery. This bold move transformed Heuer from a supplier to a visible participant in motorsport culture.

The late 1960s brought a revolution. In 1969, Heuer, working with partners, introduced the Calibre 11 — one of the world’s first automatic chronograph movements. The Monaco, launched a long side the new calibre, broke every convention: the first-ever waterproof square-cased chronograph, a metallic blue dial, and a left-hand crown. Its legend was sealed when Steve McQueen wore it in the 1971 film Le Mans.

The 1970s also saw Heuer immersed in Formula 1®. As Ferrari’s Official Timekeeper, the brand equipped drivers like Mario Andretti, Ronnie Peterson, Jacky Ickx, Niki Lauda and Clay Regazzoni, embedding its name at the heart of racing’s golden decade. In 1971, the Maison unveiled the Le Mans Centigraph, an electronic timing system capable of tracking multiple cars to 1/1,000th of a second that not only travelled the world with the team but was also installed at Ferrari’s Fiorano test track. These innovations extended Heuer’s role beyond the wrist, making the brand a true architect of modern motorsport timekeeping.

The 21st century opened with a bold leap: the TAG Heuer Monaco V4, unveiled in 2004 at Baselworld, used tiny belts — like some car engines — instead of traditional gears. Inspired by the Maison’s motor-racing legacy, it set the tone for TAG Heuer’s avant-garde approach in the following years.

Soon came the Mikrotimer and Mikrograph, capable of measuring down to 1/100th and 1/1,000th of a second mechanically in a wristwatch, feats unimaginable in Jack Heuer’s day. These watches were conceptual pieces that a few of the company’s very best clients got to experience, serving as much as demonstrations of what was possible when watchmaking met experimental engineering.