The “Formula 1” name was perfect for TAG Heuer’s new collection, with Jack Heuer having developed Formula 1 sponsorships in the 1960s and 70s, and TAG Heuer having what would be a long-lived partnership with McLaren in 1985. Not a racing chronograph, and not a dive watch, the new Formula 1 collection would capitalize on the demand for colorful, inexpensive quartz watches. When Techniques d’Avant Garde completed its acquisition of Heuer in January 1986, TAG Heuer was positioned to launch an entirely new type of watch. These stylish but inexpensive watches took the world by storm, at the same time providing a significant boost to the Swiss watch industry. As low-priced quartz watches from Japan flooded global markets, in Fall 1983, an independent Swiss watch brand (Swatch), began selling colorful plastic watches, with quartz movements and traditional analog hands, at a price of 50 CHF.
While TAG Heuer was having great success with its collections of dive watches, an entirely new category of watches was revolutionizing the Swiss watch industry.
The Executive collection would come in 1984, marking Heuer’s move into a new category – elegant, premium quality watches that drew their inspiration from dive watches.
#Tag heuer formula 1 used series
Having introduced its first dive watches in 1978, over the next eight years TAG Heuer had followed up on its initial success with the introduction of three collections – the 1000 Series, the 2000 Series and the 3000 Series. 1986 marked a pivotal moment for TAG Heuer, as a company and as a watch brand.
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