TAG Heuer is a brand of many highlights, but if you had to distill the essence of this pioneering brand into one collection — one name — it would have to be Carrera. The watch bearing this name, which literally translates to “race” in Spanish, celebrates its 60th anniversary this year, and honestly, the legendary sports chronograph has never looked better. We look back on this storied design to find out what defines it, and explore how its rich heritage is set to inform the TAG Heuer Carrera’s future.
RACERS, START YOUR ENGINES
Who better to explain the longevity and legacy of the TAG Heuer Carrera than a man whose job consists, in no small part, of keeping that legacy alive? TAG Heuer’s Heritage Director Nicholas Biebuyck spends hours poring over the minutia of variations, and uncovering new information about this instantly recognizable chronograph. But for Biebuyck, the TAG Heuer Carrera is, at its heart, quite simple. “Fundamentally, it is the quintessential chronograph wristwatch focusing on absolute legibility. It is a utilitarian product, designed for timekeeping on your wrist.”
Beyond this simple face, the story of the TAG Heuer Carrera is inextricably linked with the man whose name is on the dial — Jack Heuer. Heuer’s legacy looms impossibly large at the brand, and the man’s business smarts, marketing savvy and passion for the world of motorsports are all part of the mix ensuring that, in the early 1960s, the Heuer name was synonymous with speed, accuracy and passion. At that time, we were already seeing a shift in the market for wrist-worn chronographs. They were becoming larger, sportier. Heuer knew he wanted to play in this space, and leverage his company’s credibility in the space. The Heuer Autavia debuted in 1962, an adventurous design at home, on the track and in the air. But Jack Heuer wanted to make a pure motorsports watch; legible, wearable and with a clear purpose. Heuer had all the elements in place to make it, but it was a chance meeting in Florida, at the Sebring International Raceway, home of the legendary 12 Hours endurance race that he first heard the name “Carrera.”
Nicholas Biebuyck
