[Luxus+ Magazine] A short history of luxury: Tag Heuer’s Carrera watch has been in the race for 60 years

Like the legendary Autavia and Monaco models, the Carrera watch has become a watchmaking icon for TAG Heuer. Since its creation 60 years ago, it has measured many seconds, minutes, and hours. Flashback on an admirable journey…


In 1950, Mexico created the Carrera Panamericana Rally Mexico to celebrate the highway’s opening linking several South American states. The drivers, launched at 150 km/h, cover 3500 km. That is the distance between the starting point in Guatemala, and the American border, at the finish. This complex and dangerous journey will soon become famous.


© Presse


In 1962, Jack Heuer, the great-grandson of Edouard Heuer, the eponymous founder of the famous watchmaking company, had a decisive encounter. As a timekeeper at the 12 Hours of Sebring (Florida), he met two young and talented racers who told him about the Carrera Panamericana. Jack Heuer fell in love with the name Carrera.  “Dynamic, elegant, easy to pronounce in all languages, and rich in emotions,” it ticks all the boxes…


The idea quickly caught on, and in 1963, Jack Heuer created the Tag Heuer Carrera, a chronograph watch that pays tribute to this extraordinary race.


© Tag Heuer

Formula 1


In the 1970s, the Tag Heuer Carrera was worn by the most significant racing drivers, from Niki Lauda to Ronnie Peterson and Arturo Merzario.  Jack Heuer offers a gold Carrera to Formula 1 drivers who defend its colors.


In 1997, TAG Heuer resurrected the Tag Heuer Carrera with a 39 mm case.


© Tag Heuer


Click here to read the full article on Luxus Plus Magazine.


Featured photo : © Tag Heuer


Picture of Sophie Michentef
Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

Our services

©2023 Luxus Plus. All rights reserved.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Launch offer:

Your participation in the Camille Fournet Masterclass reserved for annual subscriber !

Luxus Plus Newsletter