TRAINING MATERIAL 2019

STAFF ONLY
 CONTENT

1 HISTORY KEY DATES

2 TAG HEUER FORMULA 1

3 AQUARACER

4 TAG HEUER CARRERA

5 LINK

6 MONACO

7 AUTAVIA

8 THE ISOGRAPH TECHNOLOGY

9 THE TAG HEUER CONNECTED GOLF

10 WATCHMAKING KNOW-HOW BASICS

11 IN-HOUSE MOVEMENTS
 CHAPTER 1

HISTORY KEY DATES

 HISTORY KEY DATES

1860
The company is founded by Edouard Heuer in Saint-Imier
(Switzerland). He was 20 years old.

1869

The first Heuer patent: Edouard Heuer patented a keyless, crown-

operated winding system for pocket watches.

1887
Edouard Heuer files a patent for the «oscillating pinion» – an important
chronograph component which guarantees great timekeeping accuracy
still used today by chronograph producers.

1895
Heuer files the patent for one of the first water-resistant cases for pocket
watches.

1911
The 'Time of Trip', the first dashboard chronograph patented by Heuer
was designed for aircrafts and automobiles.

1912
Heuer begins producing women's wrist watches.

1914
Introduction of the brand's first wrist chronograph with a silver case,
enameled dial and luminous hands. This large wrist chronograph is
powered by a pocket watch movement.

1916

The Mikrograph is launched. It is the first mechanical counter in the world

to be accurate to 1/100th of a second (improving the accuracy from 1/5th
of a second available at that time) ! Its invention marks the birth of
modern sports (timed competitions).

1931

The city of Biel (Switzerland) offers Professor Auguste Piccard a gold

Heuer chronograph, fitted with a 17-line movement, in commemoration of
his balloon flight into the stratosphere.
 HISTORY KEY DATES

1933

Creation of the first dashboard instrument for automobile and aviation :

'Autavia‘ (contraction of AUTomobile and AVIAtion), as well as the
'Hervue' dashboard, the first dashboard instrument featuring 8 days of
power reserve!

1949
Launch of the 'Solunar', the first watch with a tide indicator. Followed in
1950 by the 'Mareograph‘ ('Seafarer' in the USA): the world's first
chronograph with a tide level indicator and dial for regattas.

1958
Jack William Heuer joins the company.

1962
Heuer becomes the first Swiss watchmaking company to go into space.
On February 20, John Glenn (US astronaut) makes the first manned
space flight, orbiting around the Earth three times in five hours. On his
wrist is a Heuer stopwatch.

1962
Same year Autavia becomes a wrist chronograph.

1963
Jack Heuer launches the Heuer ‘Carrera’, with a dial specially designed
for greater readability for drivers. The name “Carrera” comes from the
legendary Carrera Panamericana race, which is known to be the most
dangerous in the world.

1966
Heuer introduces a worldwide first: the 'Mikrotimer', the first electronic
timing instrument with a precision of 1/1’000th of a second. Due to this
invention, Heuer was able to enter the world of the FIA Formula 1 races
timing.

1969
After 3 years of work, the team Heuer-Breitling-Hamilton/Buren and
Dubois-Depraz (called «Project 99») gave birth to the Calibre 11, the
first automatic chronograph movement. It equipped the Heuer Carrera ,
Autavia and Monaco. The Monaco was launched at the announcement
day, featuring 2 world first: the new calibre and an unseen water
resistant square case. The crown was at the left, to highlight the fact that
winding was no longer necessary.
 HISTORY KEY DATES

1970
The Monaco chronograph enters the realm of legend on the wrist of Steve
McQueen in the film «Le Mans».

1971

Heuer starts a timekeeping partnership with the ‘Scuderia Ferrari’ racing

team, which will last until 1979.

1983

The 2000 Series (the professional sports watch) is introduced with its 6
key diving features (water-resistance to 200m; screw-in crown;
unidirectional rotating bezel; 6 studs for good prehension;
SuperLuminova™ hands & hour markers and a double safety clasp). This
serie was renamed «Aquaracer» in 2004.

1985

The Saudi investment group «TAG» (for ‘Techniques d’Avant-Garde’)

purchases the Heuer company and the name «TAG Heuer» was born.
The same year TAG Heuer teams up with McLaren, and in 1986, the TAG
Heuer Formula 1 collection was developed together with the Mc Laren
FIA Formula 1 drivers (TAG was shareholder).

1987

TAG Heuer launches the “S/el series”, combining “Sports” and

“Elegance”. This collection is the most representative of the brand's
success, with its exclusive design featuring a distinctive S-shaped link
bracelet. In 1988 Ayrton Senna becomes TAG Heuer ambassador and
chooses S/el as his timepiece, the S-shaped bracelet links reminds him
his family name.

1991

TAG Heuer introduces the award winning campaign “Don’t Crack Under
Pressure”, our motto still today.

1999

TAG Heuer becomes part of the LVMH Group, # 1 luxury Group in the
world.
 HISTORY KEY DATES

2004
TAG Heuer launches the Monaco V4 as a tribute to the innovation
heritage of the brand: it is the first watch with a mechanism driven by
micro-belts.

2010
TAG Heuer unveils its first in-house integrated column-wheel automatic
chronograph movement “1887”, in honor to the oscillating pinion patent.

2012

The Mikrogirder is the first ever mechanical watch precise up to

5/10’000th of a second and wins in 2012 the Aiguille d’Or – main prize at
the GPHG.

2015

True to the spirit of innovation, TAG Heuer launches the first connected
watch connected watch with a 100% digital screen from a Swiss luxury
watchmaker: the «TAG Heuer Connected»

2017
TAG Heuer launches the world’s first «TAG Heuer Connected Modular 45
mm»: the first officially Swiss made connected watch, fully modular,
which can be transformed into a mechanical watch or a tourbillon! With
more than 4000 TAG Heuer watch faces! #Connectedtoeternity

2019
TAG Heuer Carrera 02 Tourbillon NANOGRAPH is introduced. It features
in-house technology innovation- new carbon composite hairspring.
 CHAPTER 2

TAG HEUER FORMULA 1

 TAG HEUER FORMULA 1
STORYTELLING OPPORTUNITIES OF THE COLLECTION

1971

The Heuer company entered the world of FIA Formula 1 racing in 1971.
It was the year when Jack Heuer signed the famous deal with the
Scuderia Ferrari to provide timekeeping equipment for their private
racing track. This parnership lasted from 1971 to 1979.

1985

The Saudi investment group «TAG» (Techniques d’Avant-Garde)

purchased the Heuer company in 1985 and the name «TAG Heuer» was
born. As «TAG» was a key shareholder of the car manufacturing
company «McLaren», it was natural for TAG Heuer to start sponsoring
and to become the Official Timekeeper of the McLaren team in the same
year. This partnership has been one of the longest in the F1 history
(30 years.)

1986

The TAG Heuer Formula 1 collection, developed together with the

McLaren drivers, was launched in 1986. The TAG Heuer Formula 1 was
a watch of its time: it was the first and only analogue serie to be powered
by a quartz movement, a synthetic case, bright colors and simple sales
packaging, in line with the codes of that period. It was a huge sales
success.

2004

2004 is another more modern date related to the story of Formula 1: TAG
Heuer became Official Timekeeper of the Indianapolis 500 milesrace. We
are still the official timekeeper of the Indy 500.

2016 - …

The most recent partnership that started in 2016 (and still running in 2019)
is with ASTON MARTIN RED BULL Racing Formula 1 Team as official
timekeeper.
 TAG HEUER FORMULA 1
FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

Motor Racing inspired design Sporty look of the collection

Movement (quartz / automatic) Multiple options to fit any taste / lifestyle

Competitive price Value for money

Water-resistance up to 200m (men) Endurance

Tachymeter Measure distance over time

Interchangeable straps for ladies 5 watches & looks in one

Strap options Multiple colors, materials

available

Steel & Ceramic models Strong and very durable products

Steel 316 L Hypoallergenic material

UNIQUE SELLING POINTS OF THE FORMULA 1 COLLECTION

Accessible luxury chronograph

Only serie with the colored shield (depending on the model)

Most popular serie from ANY brand at this price

Highly shock resistant

Perfect gift as a first Swiss luxury watch

 CHAPTER 3

TAG HEUER AQUARACER

 AQUARACER

STORYTELLING OPPORTUNITIES OF THE COLLECTION

1895

The origins of the Aquaracer collection date back to 1895, when Edouard
Heuer was awarded a patent on the very first water-resistant cases for
pocket watches.

1949 - 1950

In 1949 the Solunar becomes the first watch in history with a tide indicator
and in 1950, the Mareograph was launched. It was the first ever
chronograph equipped with a tide indicator and a dial for regattas. In the
American market, this watch was named «Seafarer».

1983

The original professional sports watch «2000 Series» was introduced. It

was the first serie to have the famous 6 key diving features: water-
resistance to 200m; screw-in crown; unidirectional rotating bezel;
sapphire crystal; luminous hands and hour markers and a double safety
clasp

1987

Before James Bond strapped on his Seamaster, he wore a TAG Heuer

diver in the 1987 James Bond film «The Living Daylights», featuring
Timothy Dalton.

2002

The «Aquagraph» chronograph has been tested and certified by the US

Navy Seals, to stand incredibly tough conditions and a water-resistance of
500m. In order not to crack under pressure, the glass, case back, crown
and also the chrono pushers had to be secured against the pressure that
exists in these depths.

2004

The Aquaracer name was first offered in 2004, when a new variant of the
2000 Series was branded as the «2000 Aquaracer». Due to the success
of those watches, the 2000 collection was renamed to «Aquaracer», a
name that continues today.
 AQUARACER
FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

300 meters water-resistant collection Robust, suitable in any condition

Unidirectional rotating bezel Time any activity up to 1 hour

Superluminova on indexes and markers Helps to see time in the dark

Magnifying lense on the date Better visibility of the date

GMT Helps to keep up with the time in your

home zone while travelling

Ceramic Scratch-resistant material, very durable

Diver Extension with safety clasp Allow a quick adjustment of the length of
the bracelet to fit over a sleeved wrist

Screw-down crown Helps ensuring the water-resistance and

avoid unintentional operation

UNIQUE SELLING POINTS OF THE COLLECTION

The only collection to offer 300 meters water-resistance

Unique 6 diving features

Unbeatable offer in the segment of 1000-3000 US$

Sophisticated design that can match any fashion style

Reliable, robust and ready to face any condition

 CHAPTER 4

TAG HEUER CARRERA

 TAG HEUER CARRERA

STORYTELLING OPPORTUNITIES OF THE COLLECTION

1963

The Heuer Carrera Chronograph was released in 1963.

The name «Carrera» is a tribute to the legendary Carrera Panamericana
race, a famously dangerous car race that ran across Mexico in the 1950s.
Jack Heuer chose this word because it was easy to pronounce in all
languages.

1970s

J.W. Heuer, long time fan of motoracing, gave a special gift for all the
drivers of the Ferrari team: it was a Solid Gold Carrera 1158 inscribed
with the blood type of the driver on the back case in case of accident.

2004

As the world turned to quartz-powered watches, the Carrera was

gradually phased out. It has been re-launched in 2004, becoming a star
collection ever since.

2010

TAG Heuer launched the Calibre 1887 (as a tribute to the oscillating
pinion invention date), the brand’s first fully in-house movement, hosted
only in the Carrera collection.

2015

The TAG Heuer Carrera Heuer 01 movement was released in 2015,

based on the original Calibre 1887, but with a new and bold design using
skeleton dial for the first time ever in the history of TAG Heuer.

2016

Launch of the TAG Heuer Carrera Heuer 02T in-house swiss-made

Tourbillon, chronometer certified by COSC, priced, less than 15’000 CHF,
for the first time in the world of watchmaking.

2019

January: launch of the TAG Heuer Carrera Heuer 02T NANOGRAPH, the
first Tourbillon to feature the revolutionary in-house carbon hairspring
(which will then equip the Autavia 3 hands the same year, in April).
 TAG HEUER CARRERA

FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

Automatic movements, incl. in-house

manufactured movements Watchmaking know-how, prestige

In some models, sapphire case-back Depth effect that reveals the beauty
of the movement

Large open face shows the dial and

flange, protected with a curved anti- Easy to read the time, even in the
reflective sapphire crystal most challenging conditions.

In some models: steel & rubber crown; Sporty look, linked to the motor racing
red column wheel. DNA

Iconic elongated lugs with straight lines Elegant look

In some models, tachymeter scale On the sportiest models

UNIQUE SELLING POINTS OF THE COLLECTION

TAG Heuer Carrera is in many ways the elegant TAG Heuer timepiece reflecting the
motor racing heritage of the brand.

Avant-garde brand spirit showcased through innovative products: first

collection to host the new carbon harispring technology (Carrera H02T
NANOGRAPH)

Uncluttured dials because it was built for pilots and therefore

superior readability. Iconic elongated lugs. Great look & feel.

Many automatic and in-house manufactured

options. It’s the only collection to host the tourbillon
complication.
CHAPTER 5

LINK
 LINK

STORYTELLING OPPORTUNITIES OF THE COLLECTION

1987

Launch of the S/EL Serie (Sports and ELegance): the first collection that
started from the design of the bracelet, whose S-Shape iconic design and
incredible comfort is now legendary.

1991

The legendary FIA Formula 1 pilot and icon of the F1 world Ayrton Senna
started wearing his iconic S/EL Timepiece: a combination of gold with
brown leather strap chronograph. Senna chose the S/EL because the S-
Shape links of the bracelet reminded him the initials of his family name.
Despite his death in 1994, he is since 1991 and still today our Brand
Ambassador.

1999

In 1999 the watch was revamped and it was decided to change the name
of the S/EL with the new name «Link» chosen to reflect the watch’s
defining characteristic - the distinctive «double S» shaped links of the
bracelet.

2007

The 20th anniversary of the Link collection was celebrated with the
launch of the Link Calibre S Chronograph (an electro-mechanical
movement, powered by a battery).

2017

International re-launch of the Link ladies’ collection: a «cushion» case

shape with a fully integrated bracelet and new dial colours & finishes.
One year later re-launch of the men’s collection.
 LINK

FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

S- shaped bracelet with

Provides comfort while wearing
ergonomic design

Polished and brushed links This combination of finishings adds a

more luxury look to the timepiece

Refined case More elegant and sophisticated

look on the wrist

Sunray dials (black, blue)

Add depth to the dial

UNIQUE SELLING POINTS OF THE COLLECTION

The only TAG Heuer collection which design started with the bracelet

Link Collection still builds on the initial inspiration offering a unique

combination of sport and elegance

Bracelet: patented design, iconic, ergonomic, wearer’s comfort

Design: very different from other collections. Makes

your wrist stand out

Dial colors: more variety

CHAPTER 6

MONACO
 MONACO

STORYTELLING OPPORTUNITIES OF THE COLLECTION

1969

In 1969, the so called Chronomatic Group (Heuer, Breitling, Hamilton-

Buren and Dubois-Depraz) announced the invention of the “Calibre 11” or
“Chronomatic”, the result of the top secret “Project 99”. It was the first
ever chronograph automatic movement with a microrotor. This Calibre
equipped 3 Heuer timepieces: Monaco, Autavia and Carrera.

1969

The “Monaco” was created to equip the new Calibre 11. The first Monaco
(originally Heuer Monaco) timepiece was introduced that year, featuring
two world firsts: it was the first automatic chronograph with the first water-
resistant square case. The name “Monaco” is a tribute to the Monaco
Grand Prix, as Jack Heuer was a Formula 1 racing fan.

1970

This is the year when Steve McQueen “The King of Cool”, wore the
distinctive Monaco chronograph in the movie “Le Mans”, elevating the
watch to the cult status it still holds today.

1975

The Monaco collection is taken out of the catalogue.

1997-1998

Development of communication around Steve McQueen &

re-launch of the collection.

2003 - 2014

The Monaco has continued to innovate over the years, by launching

several references, and in 2004, a breakthrough innovation: TAG Heuer
introduced the Monaco V4 - revolutionary timepiece due to its movement
with a linear rotor driven by belts.
 MONACO

FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

True to the HEUER DNA design Retro chic look of the collection

Calibre 11 movement with the crown

Original Steve McQueen timepiece
on left side

Square shape of the case Rebel and daring look. Easily recognizible

Water – resistance 100 meters Endurance

UNIQUE SELLING POINTS OF THE COLLECTION

Most iconic timepiece of TAG Heuer

Example of Avant-Garde (World premiere of the first automatic

chronograph caliber, World premiere of the first square waterproof case,
World premiere in unconventional watch design, world's first belt-driven
watch - Monaco V4)

Unique motor racing & glamour heritage (only collection

named after the Monaco GP; the only collection to have Steve
McQueen as ambassador.

Recognizible through the whole watchmaking

industry: the square case of Monaco is unique
CHAPTER 7

AUTAVIA
 AUTAVIA

STORYTELLING OPPORTUNITIES OF THE COLLECTION

1911

The history of the Autavia dates back to 1911, when the «Time of Trip»
was introduced. It was the first dashboard chronograph patented
by Heuer and designed for Automobiles and Aviation. The large hands at
the centre of the dial indicate the time. The small pair of hands, at the 12
o'clock position, give the duration of the trip (not exceeding 12 hours).
The same button is used to start, stop and reset the clock.

1933

Creation of the first dashboard instrument for automobiles and aviation

was launched. The name combines the beginning of the words
«Automobile» and «Aviation».

1962

The first Autavia wristwatch is launched by Heuer under the lead of Jack
William Heuer. It was the first collection launched by Jack Heuer and it
formed the heart of the Heuer range through to 1985.

1969

Launch of the first ever automatic chronograph movement. It equipped the

Autavia, the Monaco and the Carrera.

2017

55th anniversary of the Autavia was celebrated with the launch of the re-
edition of the Heuer Autavia through an e-vote of our fans.

2019

Global re-launch of the new Autavia collection, staying true to its

adventurous DNA and featuring the new ISOGRAPH technology.
 AUTAVIA

FEATURES AND BENEFITS OF THE COLLECTION

FEATURES BENEFITS

Chronometer certification by COSC High accuracy of -4/+6 seconds a day

Isograph technology Performance, incredible reliability

Interchangeable strap and bracelet Will always suits your style

XL crown Esthetic racing code. Can be used also

with gloves

UNIQUE SELLING POINTS OF THE AUTAVIA ISOGRAPH

The Autavia line is the first ever TAG Heuer collection to feature our new ISOGRAPH
technology, a proprietary state-of-the-art oscillator featuring a carbon composite
hairspring and tailor-made balance wheel, featuring chronometer precision and high
reliability.

The Autavia has been the first collection of the Heuer Company (1962)
and today is coming back as a full collection for adventurous men or
women.

Autavia integrates an interchangeable strap system including

stainless steel bracelets, calfskin leather straps and NATO
straps.
 CHAPTER 8

THE ISOGRAPH
TECHNOLOGY
 THE ISOGRAPH TECHNOLOGY

ISOGRAPH DEFINITON

An ISOGRAPH equipped watch is an ISO3159 Chronometer certified timepiece that

uses a proprietary state-of-the-art oscillator featuring a carbon composite hairspring and
tailor-made balance wheel for improved accuracy, despite disturbances such as shocks,
temperature fluctuations, and magnetic fields.

FEATURES AND BENEFITS

FEATURES BENEFITS

Ultralight and anti-magnetic, outstanding

Great performance regardless of the
shock resistance, and optimal
environment.
temperature performance

Complete design freedom of the carbon Chronometer precision and reliability.

composite hairspring.

ISOGRAPH oscillators are customized Customers gain a unique piece and the
for each collection, and cannot be copied confidence they have a genuine TAG
or counterfeited Heuer timepiece

UNIQUE SELLING POINTS

The ISOGRAPH technology is a world-first and available exclusively at TAG Heuer.

The technology offers best in class chronometer precision and reliability

The ISOGRAPH’s carbon composite hairspring is patent

protected and produced entirely in-house (at the La Chaux-
de-Fonds headquarters).
 CHAPTER 9

TAG HEUER CONNECTED

MODULAR 45
GOLF EDITION
TAG HEUER CONNECTED GOLF EDITION

STORYTELLING OPPORTUNITIES

2015

TAG Heuer launches the first ever connected watchwith a full digital
screen from a swiss luxury watchmaking Brand. The watch was
developed with Google and Intel.

2017

TAG Heuer presents the first ever SWISS MADE and MODULAR
connected watch, with 600 design options and 4000 TAG Heuer dial
options thanks to « TAG Heuer Studio ».

2018

Launch of the 41 mm case of TAG Heuer Connected Modular, targeting

ladies and customers with smaller wrist.

2019

For the first time in its history, TAG Heuer has developed a specific
watch and phone application dedicated to Golf. The watch app features
an incredible 2D rendering and, for the first time, TAG Heuer has
developed a Golf phone app with incredible 3D renderings, moving the
Brand at the top of the competition.

FEATURES AND BENEFITS: THE WATCH

FEATURES BENEFITS

Stunning 2D mappings Precise visualization of the golf course

(unique to TAG Heuer Golf)

Inbult GPS Play a full game without phone

TAG HEUER CONNECTED GOLF EDITION

FEATURES AND BENEFITS: THE WATCH (cont.)

FEATURES (cont.) BENEFITS (cont.)

Distances to green and hazards, shot

Gives you insights on which club to use
distance

Smart scorecard for up to 4 players. follow The app do all the painful calculations.
the leaderboard. Scorecard easy to manage and to read

Bezel with 18 holes numbers Easy visualisation of performance at each

hole

Additional black perforated black rubber Change the look of the watch to
strap match your style

Exclusive packaging with 3

TAG Heuer branded golf balls Ideal gift for a TAG Heuer AND Golf lover

FEATURES AND BENEFITS: THE APP

FEATURES BENEFITS

Stunning 3D mappings Precise visualization of the golf course

Coverage of 39,000 courses Biggest database variety for all golf

worldwide players worldwide

After each round, get your

Simulated Handicap
simulated Handicap
TAG HEUER CONNECTED GOLF EDITION

FEATURES AND BENEFITS: THE APP (cont.)

FEATURES (cont.) BENEFITS (cont.)

Carefully thought statistics Helps to improve your game

(long game, short game, putting)

Distances to green and hazards, Gives you insights about your distance
shot distance for each club.

Automatic syncronization of Easy & quick access to

watch and phone all your statistics at a glance

Enter your score into the scorecard and Best ScoreCards

switch among all golf game rules

UNIQUE SELLING POINTS : THE WATCH

High-end product based on a MODULAR 45 case, with golf codes

We have the most qualitative / best-in-class 2D rendering on the watch as

well as an interactive map during the game, with unprecedent level of
details

Best GPS precision (up to 1 m) that shows the distance to all

the hazards. We are the only one to offer that.

A lot of competitors are in the Golf market, but

nobody has a specific product. We have !

Unique user experience

TAG HEUER CONNECTED GOLF EDITION

UNIQUE SELLING POINTS : THE APP

First time ever a GOLF APP is developed by a watchmaking brand and it’s from the
start the best in the market. Top innovation, performance and precision.

Best 3D rendering during the game on the market

Biggest database variety for all golf players worldwide on the

market: 39 000 golf courses

PRESENTING THE APP TO THE CUSTOMER

LET THE CUSTOMER LOOK FOR A GOLF COURSE HE KNOWS ON THE PHONE APP.
THE CUSTOMER WILL BE HAPPY TO FIND IT, BE FAMILIAR WITH IT AND PROBABLY ENJOY THE
RENDERING.

QUICK RECAP OF THE KEY PRODUCT INFORMATIONS

WHAT IS DIFFERENT FROM THE CONNECTED MODULAR 45MM:

▪ Titanium + Ceramic «Golf Edition» bezel

▪ New bi-material strap (rubber and synthetic leather) + green stitching
▪ Pre-installed golf app

▪ Available for download for free for CM 45 & 41 mm (not available for connected
46mm)
▪ Available for download on the Apple Watch with subscription (6.99$/month or
39.99$/year)
▪ Not available for other Wear OS smartwatches (Samsung etc.)
▪ Available for download for free for all mobile phones (android, iphone)
▪ Not available on the chinese OS
 TAG HEUER CONNECTED GOLF EDITION

GOLF JARGON

IMPORTANT:
IF NEEDED, PLEASE MAKE SURE TO GET FAMILIAR WITH THE GOLF JARGON
BEFORE START SELLING

GREEN HAZARDS
The specially prepared grass surface Areas of a golf course which provides a
surrounding the hole, where golfers attempt to difficult obstacle of two types: water hazards
putt the ball. (lakes and rivers) and man-made
hazards (bunkers)

STROKE
Any swing forward by a golfer who is trying to PAR
strike the golf ball. Number of strokes an expert golfer is
expected to need to complete an individual
hole, or to complete all the holes on a golf
HANDICAP course.
The measure of golfer’s index. The lower the Par is the standard to which golfers aspire.
number, the better the golfer is.
A handicap essentially signifies how many
strokes above or below par a golfer should be EAGLE:
able to play. a hole completed in 2 strokes under par.
BIRDIE:
a hole played 1 stroke under par.
BOGEY:
a hole played 1 stroke over par.
DOUBLE:
double bogey (two over par).
TRIPLE:
triple bogey (three over par) or worse.

KEY SELLING POINTS OF THE TAG HEUER CONNECTED MODULAR 45/41 MM

(please refer to the in-store module for more details)

MODULARITY TAG Heuer STUDIO INTERACTIVE COUNTERS

SWISS MADE TAG Heuer CLASSICAL HARDWARE &

WATCH FACES SENSORS
 CHAPTER 10

WATCHMAKING KNOW-HOW
BASICS
 WATCHMAKING KNOW-HOW

CASE MIDDLE CASE BACK

The Watch Case

We produce our own cases. The watch case is

composed of the case middle, the bezel and the case
back.

The Movement

The «engine» of the watch, as it drives the hands. It is sometimes also

referred to as the «Calibre».

The Dial

A plate of metal or other material, bearing various

markings to show the time and other indications.
TAG Heuer manufactures its own dials. 150 steps and
more than 30 experts are needed to produce a dial.

The Hands

Hands are usually thin, light pieces of metal, in very diverse forms, that
move over the graduated dial or scale. Usually there are three hands
indicating the hours, minutes and seconds.

The Crystal

The crystal is a highly resistant synthetic sapphire that protects the dial
while allowing the indications to be read. Very often it is domed and it’s
scratch resistant.

The Bezel

The bezel is the ring fitted onto the case middle to hold the crystal in
place and to show other various informations, such as speed or time
duration. A bezel can be fixed or rotating and is often made of precious
metals.

Crown & Buttons

The winding crown can be found on the side of the watch case and is
used to manually wind a mechanical watch, and/or set the time and
other functions (can be screwed-in for increased water resistance).
The other buttons are push buttons that you can find around the watch
case. They are used to start, stop and reset the chronograph functions
or to activate specific functions such as alarm setting.
 WATCHMAKING KNOW-HOW
CHRONOGRAPH
Additional mechanism in a watch, whose
hands can be started, stopped and reset on
demand through push buttons.
Chronographs allow to measure the duration
of an event without having to stop the watch.
The duration can be read on dedicated
counters for the minutes, seconds, and hours.
QUARTZ MOVEMENT
Gets its energy from a battery.
Is extremely accurate (variation around 1
second per month, vs. 10 seconds per day for
mechanical watches).
Doesn’t need to be rewound every day, or to
be adjusted every week.
Made of less components than a mechanical
timepiece, meaning more reliability and less
after-sales service costs.
Runs at least 2 years (minimum battery life).
HOW CAN YOU DISTINGUISH QUARTZ FROM
MECHANICAL WATCHES AT FIRST SIGHT?
It is visible from the way the second hand moves:
• Quartz: it “jumps” each second*
• Mechanical: it runs smoothly
(*) Exception: the “dead second” complication.
VS CHRONOMETER
A timepiece that has been certified as highly
precise by an official and independent control
entity (the most known is the C.O.S.C. in
Switzerland, which certifies the TAG Heuer
chronometers).
The max. variation is -4 / +6 seconds per day.
The movement is tested in different positions
and temperatures.
Each chronometer is unique and identified by a
serial number engraved on its movement and
comes with a printed certificate.
VS MECHANICAL MOVEMENT
A watch can be wound manually (by turning the
crown) or by an additional automatic re-winding
system (the spring is rewound through the
motion of the wearer’s wrist, which activates an
oscillating weight, giving power to the
movement). Automatic doesn’t mean that it
doesn’t need to be rewound. It means that if
worn, the power reserve will last longer.
Once out of power reserve, you need to rewind
the timepiece by turning the crown around 30
times.
The beauty of the movement can be seen
through skeleton dials or sapphire casebacks
and the sound is like a beating heart on your
wrist.
If correctly taken care of (i.e. with regular
maintenance services), it will work for centuries.
POWER RESERVE
For mechanical watches, you need to be aware
of the power reserve (the amount of time a watch
will run before needing winding again).
A watch generally runs for 42 hours without
winding; the current trend is to extend this to
between 50 and 80 hours.
 CHAPTER 11

IN-HOUSE MOVEMENTS
H01 – H02 – H02T
 IN-HOUSE MOVEMENTS

IN-HOUSE MOVEMENTS: H01 // H02

HEUER 01 FEATURE HEUER HEUER HEUER 02

01 02
DIAMETER 29.3 mm 31 mm

DESIGNED TO BE TOTAL 7.3 mm 6.95 mm

HEIGHT LAUNCHED ON THE
BOLD AND AVANT-
GARDE, MAKING A POWER About 50 hours About 80 hours AUTAVIA RE-EDITION:
STATEMENT RESERVE BRINGING THE CARRERA
ANYTIME, COLLECTION BACK TO ITS
ANYWHERE!
DISPLAY Counters at Counters at MOTOR RACING ROOTS!
FEATURES 6-9-12 3-6-9

MECHANICAL
FEATURES OSCILLATING VERTICAL CLUTCH
PINION

OSCILLATING OSCILLATING
WEIGHT IN SHAPE WEIGHT IN SHAPE
OF CAR STEERING OF CAR STEERING
WHEEL WHEEL

TAG HEUER CARRERA CHRONO GMT (H02)

A timepiece matching the young generation’s passion for travel

▪ CENTRALLY-MOUNTED GMT HAND

▪ 24HOUR GMT SCALE ON BEZEL
▪ 2ND TIME ZONE CAN BE ADJUSTED WITH CROWN & READ USING
LACQUERED RED HAND AND BI-COLOURED BLACK AND BLUE
CERAMIC BEZEL

SETTINGS ACCORDING TO 3 POSITIONS OF THE CROWN:

POSITION 0 POSITION 1 POSITION 2

 HOUR HAND  TIME CORRECTION TO

MANUAL WINDING CORRECTION SET HOME TIME
(TO SET LOCAL HOUR)  MOVES THE RED GMT
HAND
 RAPID DATE
CORRECTION
 IN-HOUSE MOVEMENTS

IN-HOUSE MOVEMENTS: H02T (TOURBILLON)

Tourbillon core idea: due to gravity, a timepiece runs faster in some positions and slower in other positions. This
generates small errors in accuracy. The solution found : the Tourbillon

1. HOW DOES IT WORK?

• The escapement, balance wheel and spiral are set in a rotating cage, in order to rotate in a constant rate.
• This cancels out errors in accuracy.
• The cage rotates 360 degrees 1 x per minute

KEY CHARACTERISTICS

▪ Flying Tourbillon

▪ Ultra light titanium or carbon cage

▪ 65h power reserve

▪ Certified chronometer by the COSC

KEY CUSTOMER`S BENEFITS

▪ Outstanding value for money

▪ Extremely high perceived value

▪ The bold design embodies the avant-garde spirit

of TAG Heuer

▪ Symbolizes technology, high quality, performance

▪ A piece of watchmaking art

TRAINING MATERIAL 2019
STAFF ONLY