Inspiring innovation: a Tag Heuer timeline

1991

The first “Don’t Crack Under Pressure” campaign launches, with its focus on sport; a year later, Tag Heuer becomes the official timekeeper of F1.

1997

After the all-new Carrera of 1996, and 12 months ahead of Monaco’s rebirth, the Kirium is launched — its case, bezel and bracelet are joined in a “liquid metal” concept.

2002

With its first digital-only watch for two decades, the F1 Mikrograph, Tag Heuer wins the watch industry’s highest design award.

2004

An incredible leap in watch technology: the Monaco V4 is the world’s first belt-driven watch; 10 years later the Monaco V4 Tourbillon appears.

2009

Steve McQueen races against Lewis Hamilton in The Duel, a film commissioned to mark the 40th anniversary of the Monaco watch, using Le Mans footage.

2016

Premier League referees track matches with Connected watches and fourth officials have info boards shaped like a Carrera, as Tag Heuer becomes the league’s official timekeeper.