TAG Heuer

Luxury Watches With Racing DNA

Few brands enjoy so close a relationship to motorsport as TAG Heuer. Founded in 1860 by Edouard Heuer, this company has been producing stopwatches and chronographs since the very beginning. What’s more, the manufacturer added dashboard instruments for cars and aircraft to their repertoire in the early 20th century.

Edouard’s great-grandson, Jack, made Heuer watches the de facto standard of the racing world in the 1960s. Models like the Autavia, Carrera, and Monaco quickly earned cult followings and remain integral parts of TAG Heuer’s current catalog.

However, more recent collections like the Formula 1 and Aquaracer series of diving watches are also highly popular among the brand’s fans. The proximity to motorsport is also reflected in various sponsorships and partnerships. TAG Heuer is currently the official timekeeper of Formula 1, Formula E, and the Indy 500 and sponsors the Red Bull Racing Team and the Porsche Formula E Team.

Throughout its history, TAG Heuer has distinguished itself as an innovator in the industry – a legacy this watch manufacturer from La Chaux-de-Fonds, Switzerland, continues to uphold today. For example, TAG Heuer’s engineers regularly use materials from the motorsport and aerospace industries. Furthermore, they were the first luxury watchmaker who dared to enter the smartwatch market with their Connected series.

Prices at a Glance: TAG Heuer Watches

What do TAG Heuer watches cost?

The most affordable path to a TAG Heuer watch is to purchase a used model with a quartz movement. Here you will find watches such as the TAG Heuer S/EL Ref. CG1110-0 for around 10 088,21 ZAR. The Aquaracer diving watch ref. WAY201A.BA0927 with a mechanical movement is priced around 36 499,83 ZAR.

Plan to spend about 55 785,5 ZAR on a three-hand version of the Autavia, such as the ref. WBE5116.EB0173. If you’re looking at an Autavia chronograph with the Heuer Calibre 02, the price climbs to around 86 195,12 ZAR. The reference CBS2210.FC6534 offers a modern interpretation of the legendary Carrera chronograph. You can buy this watch in mint condition for approx. 107 842,29 ZAR.

If you’re interested in a TAG Heuer Monaco, the ref. CBL2111.FC6453 with a blue dial demands an investment of around 121 203,47 ZAR on Chrono24 in mint condition.

The timepieces in the Connected collection are the brand’s digital offerings. For a model like the reference SAR8A80.FT6045, expect prices to start at around 16 903,44 ZAR.

TAG Heuer as an Investment

In recent years, TAG Heuer watches have proven to be relatively stable in value. According to the Chrono24 ChronoPulse market index, the brand’s timepieces have increased in value by an average of some 12.5% across five years. This puts the manufacturer well ahead of competitors such as Breitling, which only recorded an increase in value of 4.4% over the same period. However, TAG Heuer cannot hold a candle to top dogs such as Omega (+22.8%) or Rolex (+27.3%) in terms of price performance.

Heuer Carrera: Legendary Since 1963

The Carrera collection has been among TAG Heuer’s most famous and successful collections since its debut in 1963. Over the decades, the Carrera has grown into a comprehensive collection of both vintage-inspired timepieces and watches with modern designs, including several options with a tachymeter bezel. TAG Heuer offers various chronograph editions, automatic three-hand watches with a date display, and models with skeletonized dials. Since 2010, many of the calibers have come from the company’s own manufacture and in some cases are equipped with a tourbillon.

The TAG Heuer Carrera at a Glance

• Legendary racing chronograph
• Also available as a three-hand watch
• Sizes: 39 to 45 mm
• Material: stainless steel, gold, titanium, or aluminum
• In-house movements
• Price range (approx.): 1,500 to 45,000 USD

The TAG Heuer Monaco: A Square-Shaped Icon

The TAG Heuer Monaco is a true design classic. The watch has featured a characteristic square case since its premiere in 1969. Traditionalists prefer models with a blue dial and white and red color accents. The winding crown sits on the left side of the case, while the pushers are located on the right.

If you prefer a more modern look, the collection offers a range of alternatives. These include skeletonized watches like the Monaco Skeleton and high-tech variants such as the Monaco Split Second Chronograph or the Monaco V4.

Those who prefer simple watches can opt for versions with three hands. Although these variants are no longer part of the current TAG Heuer range, you will find a large number of them with different dials on Chrono24.

The TAG Heuer Monaco at a Glance

• Square case
• Available as a three-hand watch or chronograph
• In-house movement or automatic caliber on ETA/Sellita base
• Many special editions available
• Price range (approx.): 2,000 to 50,000 USD

Aquaracer – At Home Under Water

The Aquaracer is the diving watch in the TAG Heuer range. The collection is divided into the Professional 200, Professional 300, and Professional 1000 Superdiver lines. The number in the model name indicates the respective water resistance of the watches.

The majority of the collection is dominated by three-hand watches. However, you can also opt for versions with a second time zone or chronograph function. Depending on the collection and model, the watches are powered by a quartz or automatic caliber. Some variants also have a solar module. Another special feature of the series is that TAG Heuer offers the watches in sizes for both men and women.

The TAG Heuer Aquaracer at a Glance

• Professional diving watch
• Water-resistant to 200 m (20 bar), 300 m (30 bar), or 1,000 m (100 bar), depending on the model
• Available in versions for men and women
• Price range (approx.): 1,100 to 17,000 USD

TAG Heuer Connected: A Luxury Smartwatch

The TAG Heuer Connected was the first smartwatch from a Swiss luxury watch manufacturer. Its design resembles that of the Carrera, and its different virtual dials – known as “watch faces” – take their cues from various historical models. The Connected is equipped with Android Wear as the operating system and works seamlessly with Android and iOS smartphones. You can also install thousands of apps.

Thanks to its titanium case, the Connected is pleasantly light despite its size of 41 or 45 mm. Band options include leather, titanium, rubber, or ceramic.

The TAG Heuer Connected at a Glance

• First real luxury smartwatch
• Available in 41 or 45 mm diameter
• Operating system: Android Wear
• Various apps and watch faces available
• Lightweight titanium case
• Price range (approx.): 1,000 to 4,000 USD

TAG Heuer Formula 1 – Entry-Level Watch for Motorsport Fans

The Formula 1 was the first collection to be offered under the TAG Heuer brand name following the takeover of Heuer by the Techniques d’Avant Garde group. The watch alludes to the company’s long association with Formula 1, with TAG Heuer once again becoming the official timekeeper in 2025.

The range extends from colorful three-hand watches with solar movements to sporty, modern chronographs with automatic calibers. Thanks to sizes between 38 and 44 mm, the watches in the Formula 1 range can be worn by both men and women.

The Tag Heuer Formula 1 at a Glance

• Entry-level model with motorsport charm
• Three-hand watches and chronographs
• Automatic, quartz, and solar calibers
• Watches in a variety of sizes
• Price range: 700 to 7,500 USD

New TAG Heuer Releases From Watches and Wonders 2025

TAG Heuer presented several new products at Watches and Wonders in spring 2025. Among other novelties, the manufacturer presented a limited Formula 1 edition of the Monaco Split Seconds Chronograph in white ceramic. The Formula 1 collection has also been expanded to include a series of watches with a solar caliber and Polylight case. The watches in the Carrera collection have also been given a facelift and are now even easier to read.

Other Well-Known TAG Heuer Watches

The TAG Heuer portfolio also includes several other interesting collections. One of these is the Autavia. This model combines the legibility of a pilot’s watch with the functionality of a racing chronograph.

The TAG Heuer Link collection is also very popular. It consists of sporty and elegant timepieces and offers a wide range of watches from simple three-hand watches to chronographs. Typical of the range are the satin-finished stainless steel bracelets with double S-shaped links, which give these watches a distinctive look.

Buy TAG Heuer Watches Safely on Chrono24

Chrono24 is a global marketplace for luxury watches offering over 15,000 TAG Heuer models, many with a Certified Seal confirming authenticity by experienced watchmakers. Buying is safe and easy thanks to our escrow service, promise of authenticity, and insured international shipping. If you’re not pleased with your purchase, the quality and security team is on hand to provide support.

FAQs

Is TAG Heuer good quality?

TAG Heuer watches are generally known for their high quality. In terms of workmanship and reliability, the brand’s timepieces are easily on par with significantly more expensive competitors.

What is the best TAG Heuer for beginners?

TAG Heuer’s entry-level watches include the Formula 1 and the Link. In both collections, you will find simple three-hand watches as well as chronographs in different colors and designs.

Which TAG Heuer models are worth collecting?

Vintage chronographs from the Carrera, Monaco, and Autavia series are particularly popular with collectors. However, limited special editions of current models are also in demand among collectors.