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Tag Heuer Formula 1: An Important Milestone In The Brand’s History

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By Author: Deepika Mahajan
Total Articles: 19
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Tag Heuer’s legacy has been sealed as a sports-oriented watchmaker. Its watches are popular among racers and motorsport enthusiasts all over the world. One such name in Tag’s vast collection of fantastic watches is indeed, Formula 1. The collection was launched after Heuer watches was acquired by TAG. So basically, it was the first born child of the newly formed enterprise. The watch has a lot of history attached to it too. Maybe it is time to unravel it a bit for people to know more about this rather spectacular creation.

A Life Saver

In the final stages of Heuer, the brand was trying everything in its capacity to earn money from the mechanical pieces it was manufacturing. However, contrary to what was expected, the watchmaker was losing money heavily. Eventually, the acquisition took place and Tag Heuer was born. The first task of the newly formed Tag Heuer watches for men was to put the brand back on track. This led to the creation of the Formula 1. You see, before the acquisition, both the entities were somehow involved with Formula 1 racing. Heuer used to sponsor Ferrari during their seasons in the 1970s. On the other hand, TAG used to sponsor the William Team up until 1981. By the end of the 1981 season, TAG had bought a 50 per cent stake at McLaren International and even funded the research and development of the 1.5 Liter Turbo Engine by Porsche. The Formula 1 collection came at a time that saw giants of the Swiss mechanical watch market fall on their faces. The watch simply saved Tag Heuer and helped them survive.

A Game Changer

The idea behind the Tag Heuer Formula 1 watch was to tackle the Quartz crisis head-on. The 1970s was a decade that ruined the Swiss watch industry and every name in the industry was trying to do something to redeem themselves. This was Tag Heuer watches for men doing their bit. The watch was, needless to say, a hit with buyers. The synthetic cases, the Swiss Quartz movement, and the variety of colours introduced by the brand just won over the market and encouraged people to shift towards the Swiss watch industry once again. The price, of course, did help in the process.

It Took Inspiration From Competition

The Quartz crisis may have been about the competition between the east and the west, but that does in no way mean that competition between Swiss brands was gone. It was still there and that too in full force. That being said, Tag Heuer got the inspiration for their game-changing Formula 1 series from the sky-rocketing success of the Swatch watch. The watch was cheap, looked different, and was made with Swiss Quartz movements. Much similar in nature, the Formula 1 conquered the business with the same virtues. The price of the watch, however, was not that low. Nonetheless, it did manage to save Tag Heuer from entering oblivion.

The Tag Heuer Formula 1 collection has been discontinued and brought to life again in the past. This just goes on to show the importance that the watch holds for the brand. Today, it is as much a part of the Tag Heuer name as any other top collection under the brand’s roof.

More About the Author

Deepika Mahajan is a writer from 7 years who has the best knowledge of lifestyle, fashion & jewellery watches.

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