A Matter of Time

Season 4: The TAG Heuer Formula 1 | From the arrival of the automobile to present day, we uncover the enduring relationship between TAG Heuer and motorsport. It’s a connection that goes way back, across several decades. Buckle up, you’re in for a spectacular ride through the time. Image: TAG Heuer Formula 1 Chronograph x Red Bull Racing, Reference CAZ101AL.FT0852   Show notes: 0:39 TAG Heuer x mot...

Season 4: The TAG Heuer Formula 1 | In this episode, we race through the decades — from the acquisition of TAG Heuer by the LVMH Group in 2000 to a range of new design iterations and collaborations that saw the Formula 1 collection go from strength to strength. Image: TAG Heuer Formula 1, Reference CAH1113.BA0850 Show notes: 0:39 LVMH: A new vision for the future 1:59 Repositioning the brand 2:53...

Season 4: The TAG Heuer Formula 1 | Flashback to 1988. As a company that had built its legacy on timekeeping, TAG Heuer decided to integrate the chronograph into the  Formula 1 collection. In this episode, we explore how the complication contributed to the story of the timepiece.   Image: TAG Heuer Formula 1 Chronograph, Reference 472.513   Show notes: 0:33 A return to the chronograph 1:57 1988: T...

Season 4: The TAG Heuer Formula 1 | The year is 1986. It’s the beginning of a new era. With Techniques d’Avant-Garde (TAG) taking over Heuer, the new TAG Heuer Formula 1 collection was born. This is the story of how the bold and colorful range of timepieces went on to capture the zeitgeist and become something of a cult classic.   Image: TAG Heuer Formula 1 Chronograph, Reference 384.513   Show no...

Season 4: The TAG Heuer Formula 1 | This season, we race into the exhilarating story of the TAG Heuer Formula 1, a collection that symbolizes the indelible relationship between TAG Heuer and motorsport. In this episode, we go back in time to the 1980s, uncovering the events that led to the creation of this icon. Image: Heuer Easy Rider Jacky Ickx, Reference 429.801N Show notes: 0:47 The TAG Heuer...

Season 3: The TAG Heuer Monaco | Live from the TAG Heuer booth at Watches & Wonders 2024 in Geneva, Nicholas Biebuyck introduces the latest iteration of the Monaco. Meet the TAG Heuer Monaco Split-Seconds Chronograph, the first-ever mechanical split-seconds chronograph created by TAG Heuer.   Image: TAG Heuer Monaco Split-Seconds Chronograph, Reference CBW2181.FC8322   Show notes: 0:20 Introdu...

Season 3: The TAG Heuer Monaco | In this episode, we explore one of our most iconic partnerships: TAG Heuer x Gulf. We take you on an exhilarating journey. From the origins of the iconic Gulf livery in the 1970s to the latest iteration of this glorious partnership: the TAG Heuer Monaco Chronograph x Gulf.   Image: TAG Heuer Monaco Chronograph x Gulf, Reference CBL2115.FC6494   Show notes: 0:45 The...

Season 3: The TAG Heuer Monaco | This time, we uncover the story behind the incredible TAG Heuer Monaco V4. From its design and development to its finer details and legacy, this horological masterpiece paints a direct line between watchmaking and motorsport.    Image: TAG Heuer Monaco V4, Reference WAW2080   Show notes: 0:31 The LVMH Group: a new era begins  1:21 Revisiting Heuer’s roots    1:44 C...

Season 3: The TAG Heuer Monaco | In this episode, we explore the relaunch of the Monaco in 1997, its rise in popularity and its lasting impact on the brand.   Image: TAG Heuer Monaco, Reference CS2110   Show notes: 0:48 The 1980s 1:28 Revisiting the Heuer heritage 2:13 A different approach to the Monaco 3:47 The Monaco for a modern era 4:23 A commercial success   6:00 A bright future

Season 3: The TAG Heuer Monaco | Turn the clocks back to 1974. The Monaco wasn’t performing very well commercially. In fact, it disappeared from the catalog entirely. But then in 1978, a black-coated Monaco reference came to light, becoming a collector’s favorite and one of the rarest Monaco watches ever. This is the story of Reference 74033 N, or as collectors like to call it, the ‘Dark Lord’.  ...

Season 3: The TAG Heuer Monaco | In this episode, we look at why the names ‘Monaco’ and ‘Steve McQueen’ have become inseparable decades after the watch and the superstar were brought together. We begin at Circuit de la Sarthe, home to the 24 Hours of Le Mans, and go all the way to the silver screen, where Steve McQueen wears the culture-defining Monaco in the movie ‘Le Mans’.   Image: Heuer Monaco...

Season 3: The TAG Heuer Monaco | This season, we explore the history and heritage of the storied TAG Heuer Monaco. Flash back to 1969. As manual wind watches were losing ground to automatic models, Jack Heuer and an unusual team of collaborators established ‘Project 99’. This led to the creation of the now legendary Calibre 11 automatic chronograph movement and of course, the birth of the Monaco....

Season 1: The TAG Heuer Carrera | It’s the season finale, so we’ve decided to wrap up this epic story of the Carrera with something different. To celebrate the collection’s 60th anniversary, we’ve released a very special book titled TAG Heuer Carrera: The Race Never Stops . Actually, this isn't just any book; it's a time machine that takes you through the captivating history of the Carrera. Over s...

Season 2: TAG Heuer and the ocean | This time, we travel back to The America’s Cup in 1967. It was the year the racing yacht Intrepid stormed to victory. To commemorate Emil Mosbacher’s triumph, Heuer produced the iconic Reference 7754, or the Heuer Skipper. A timepiece that forever sealed TAG Heuer’s relationship with the ocean and sailing.   Image: Heuer Skipper, Reference 7754   Show notes: 0:4...

Season 2: TAG Heuer and the ocean | In this episode, we explore the legacies of a range of Heuer chronographs with tide indicators. From the Seafarers of the 1950s and 1960s to the Solunargraph and the Mareograph, we sail through a decade of iconic timepieces.   Image: Heuer Seafarer, Reference 346   Show notes: 0:50 Meet the Heuer Seafarer 2:48 Reference 2444, the next iteration of the Seafarer 3...

Season 2: TAG Heuer and the ocean | In this second season, we explore TAG Heuer’s intimate connection with the ocean. We turn the clocks back to 1949, when Heuer was creating watches for Abercrombie & Fitch. Discover how a watchmaker, a physics teacher, and a passion for fishing and mushroom hunting led to the birth of the Solunar, the first wristwatch with a permanent tide indicator.   Image:...

Season 1: The TAG Heuer Carrera | Live from Watches & Wonders in Geneva, Nicholas explores the revolutionary thinking behind TAG Heuer’s latest Carrera novelties: the TAG Heuer Carrera Chronograph and the TAG Heuer Carrera Chronograph Tourbillon. Discover how the Swiss watchmaker is writing a new, exciting chapter in the story of the Carrera.  reimagined the Carrera for the future.   Reference...

Season 1: The TAG Heuer Carrera | This episode focuses on the special relationship between Porsche and TAG Heuer and their official partnership in 2021. While it’s by chance that the name ‘Carrera’ is central to both brands, their passion for technology and innovation is what made them destined for collaboration.    Image: TAG Heuer Carrera Porsche, Reference CBN2A1F   Show notes: 0:35 TAG Heuer &...

Season 1: The TAG Heuer Carrera | Discover TAG Heuer’s journey from an accessible watchmaker in the 1990s to a high-end brand under LVMH in the early 2000s. At the center stood the Carrera and the Monaco V4 - TAG Heuer’s pillars of innovation and luxury.    Image: TAG Heuer Carrera, Reference CAR2C10.FC6323   Show notes: 0:35 Late-2000s: Carrera as the foundation for new technologies  1:15 From ac...

Season 1: The TAG Heuer Carrera | In this episode, we travel back to a challenging time for the company, which led to the departure of Jack Heuer from the family business. And the creation of TAG Heuer. A decade later, the strong desire to strengthen the brand identity was finalized by the return of both the Carrera and Jack in 1996 at the Monza Grand Prix.    Image: TAG Heuer Carrera, Reference C...

Season 1: The TAG Heuer Carrera | This time, we explore how the relationship between Heuer and motorsport was forged in the 1970s. A surprising deal with Ferrari placed Heuer at the center of the racing world and catapulted the gold 1158 CHN Carrera into a symbol of success.    Image: Heuer Carrera, Reference 1158 CHN   Show notes: 0:45 Tough time for Ferrari calls for better timekeeping  2:07 Heu...

Season 1: The TAG Heuer Carrera | In this episode, we meet the dynamic duo behind the automatic chronograph movement. Join Jake Heuer on his journey towards innovation in 1969.    Image: Heuer Carrera, Reference 1153 N   Show notes: 0:27 March 1969: Jack Heuer & the dream team behind the first automatic chronograph movement  1:25 Other watchmakers race to develop the chronograph   1:39 Mid-196...

Season 1: The TAG Heuer Carrera | Meet the first Carrera with a date complication, and discover how Jack Heuer harnessed the power of advertising to unveil the timepiece to the world.    Image: Heuer Carrera, Reference 3147 N (Dato)   Show notes: 0:35 Date complication added to Carrera watches  1:00 1965: Jack Heuer and the Mad Men of Madison Avenue    1:57 Production flaw leading to iconic asymme...

Season 1: The TAG Heuer Carrera | In this episode, we revisit Jack Heuer’s eureka moment at the 12 Hours of Sebring endurance race in Florida, March 1962. Find out how a conversation with the parents of racing drivers Ricardo and Pedro Rodriguez inspired one of the most iconic watch collections ever created.   Image: Heuer Carrera, Reference 2447 S   Show notes: 0:50 Jack Heuer attends 12 Hours of...

Season 1: The TAG Heuer Carrera | In our first series, we uncover the history and heritage of the iconic TAG Heuer Carrera. But before we get to the collection, we’re taking you all the way back to the 1950s. To the pre-Carrera years and the story of the legendary race that inspired the Carrera. Join your host Nicholas Biebuyck, Heritage Director at TAG Heuer, as he takes you back in time on A Mat...