Behind every iconic watch there’s a timeless story. Welcome to A Matter of Time, a podcast by TAG Heuer.
Hosted by Nicholas Biebuyck, Heritage Director at TAG Heuer, we dig into our archives to bring you untold stories of our watches and how they have influenced sport and popular culture through time. In the first season, we explore the enduring legacy of the TAG Heuer Carrera.
Hop into this time machine and discover how everything is simply A Matter of Time.
📻 Siste episoder av A Matter of Time
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1860 - 2024: the history of TAG Heuer and motorsport (00:08:45)
Season 4: The TAG Heuer Formula 1 | From the arrival of the automobile to present day, we uncover the enduring relationship between TAG Heuer and motorsport. It’s a connection that goes way back, across several decades. Buckle up, you’re in for a spectacular ride through the time.
Image: TAG Heuer Formula 1 Chronograph x Red Bull Racing, Reference CAZ101AL.FT0852
Show notes:
0:39 TAG Heuer x motorsport
1:17 1911 to 1950s: A brief history
2:36 1960s: Jack Heuer and Jo Siffert
3:58 Jo Siffert and Steve McQueen
4:30 1970s: Heuer and Ferrari
4:58 The golden era
5:47 1980s: a fresh formula
6:27 1990s: the ultimate timekeeper
7:20 2004: the Indianapolis 500
7:52 2016: Oracle Red Bull Racing
8:26 A unique passion for motorsport
2000 - 2024: A race through the decades (00:08:19)
Season 4: The TAG Heuer Formula 1 | In this episode, we race through the decades — from the acquisition of TAG Heuer by the LVMH Group in 2000 to a range of new design iterations and collaborations that saw the Formula 1 collection go from strength to strength.
Image: TAG Heuer Formula 1, Reference CAH1113.BA0850
Show notes:
0:39 LVMH: A new vision for the future
1:59 Repositioning the brand
2:53 New challenges
3:32 2004: The Formula 1 collection returns
5:00 2007: upgrading the collection
5:48 2010: rebooting the collection
6:28 A range of collaborations
7:16 TAG Heuer x Kith
7:36 The future of the Formula 1 collection
1988: Enter the chronograph (00:06:12)
Season 4: The TAG Heuer Formula 1 | Flashback to 1988. As a company that had built its legacy on timekeeping, TAG Heuer decided to integrate the chronograph into the Formula 1 collection. In this episode, we explore how the complication contributed to the story of the timepiece.
Image: TAG Heuer Formula 1 Chronograph, Reference 472.513
Show notes:
0:33 A return to the chronograph
1:57 1988: The chronograph makes its debut
2:39 The Senna chronograph
3:17 Pure quartz
5:13 TAG Heuer: a globally recognized name
1986: The rise of a cult classic (00:09:33)
Season 4: The TAG Heuer Formula 1 | The year is 1986. It’s the beginning of a new era. With Techniques d’Avant-Garde (TAG) taking over Heuer, the new TAG Heuer Formula 1 collection was born. This is the story of how the bold and colorful range of timepieces went on to capture the zeitgeist and become something of a cult classic.
Image: TAG Heuer Formula 1 Chronograph, Reference 384.513
Show notes:
1:27 Techniques d'Avant-Garde
2:44 TAG enters Formula 1
3:27 1986: A landmark year
4:58 A new opportunity
5:42 The Formula 1 collection is born
6:28 A ‘rainbow of colors’
7:32 A cult collector’s item
8:09 Capturing the zeitgeist
1980s: Finding the right formula (00:07:25)
Season 4: The TAG Heuer Formula 1 | This season, we race into the exhilarating story of the TAG Heuer Formula 1, a collection that symbolizes the indelible relationship between TAG Heuer and motorsport. In this episode, we go back in time to the 1980s, uncovering the events that led to the creation of this icon.
Image: Heuer Easy Rider Jacky Ickx, Reference 429.801N
Show notes:
0:47 The TAG Heuer Formula 1 collection
1:16 The TAG Heuer era
3:23 The ‘Easy Rider’
5:54 The Jacky Ickx helmet clock
2024: the Monaco Split-Seconds Chronograph (Live from Watches & Wonders 2024) (00:03:32)
Season 3: The TAG Heuer Monaco | Live from the TAG Heuer booth at Watches & Wonders 2024 in Geneva, Nicholas Biebuyck introduces the latest iteration of the Monaco. Meet the TAG Heuer Monaco Split-Seconds Chronograph, the first-ever mechanical split-seconds chronograph created by TAG Heuer.
Image: TAG Heuer Monaco Split-Seconds Chronograph, Reference CBW2181.FC8322
Show notes:
0:20 Introducing the new TAG Heuer Monaco Split-Seconds Chronograph
0:50 The rattrapante complication
02:13 Key features of the watch
02:35 Sharing codes with the original Monaco
2022: TAG Heuer x Gulf - an indelible partnership (00:06:50)
Season 3: The TAG Heuer Monaco | In this episode, we explore one of our most iconic partnerships: TAG Heuer x Gulf. We take you on an exhilarating journey. From the origins of the iconic Gulf livery in the 1970s to the latest iteration of this glorious partnership: the TAG Heuer Monaco Chronograph x Gulf.
Image: TAG Heuer Monaco Chronograph x Gulf, Reference CBL2115.FC6494
Show notes:
0:45 The history of TAG Heuer x Gulf
1:22 J.W. Racing
2:09 The story of the Gulf livery
3:14 2007: the TAG Heuer Monaco Gulf
3:41 2016: a joint relationship
4:08 Successive iterations
4:19 2022: the TAG Heuer Monaco Chronograph x Gulf
4:56 Debut at the Monaco Historic Grand Prix 2022
5:22 Going back to the golden age of motor racing
6:04 Winning the Iconic Watch prize at the GPHG
2004: Crafting the Monaco V4 (00:09:16)
Season 3: The TAG Heuer Monaco | This time, we uncover the story behind the incredible TAG Heuer Monaco V4. From its design and development to its finer details and legacy, this horological masterpiece paints a direct line between watchmaking and motorsport.
Image: TAG Heuer Monaco V4, Reference WAW2080
Show notes:
0:31 The LVMH Group: a new era begins
1:21 Revisiting Heuer’s roots
1:44 Concept pieces
2:29 Developing the Monaco V4
6:05 The launch of the Monaco V4
6:15 A number of different editions
7:46 The name ‘V4’
1997: The Monaco reborn (00:07:27)
Season 3: The TAG Heuer Monaco | In this episode, we explore the relaunch of the Monaco in 1997, its rise in popularity and its lasting impact on the brand.
Image: TAG Heuer Monaco, Reference CS2110
Show notes:
0:48 The 1980s
1:28 Revisiting the Heuer heritage
2:13 A different approach to the Monaco
3:47 The Monaco for a modern era
4:23 A commercial success
6:00 A bright future
1978: The ‘Dark Lord’ rises (00:07:54)
Season 3: The TAG Heuer Monaco | Turn the clocks back to 1974. The Monaco wasn’t performing very well commercially. In fact, it disappeared from the catalog entirely. But then in 1978, a black-coated Monaco reference came to light, becoming a collector’s favorite and one of the rarest Monaco watches ever. This is the story of Reference 74033 N, or as collectors like to call it, the ‘Dark Lord’.
Image: Heuer Monaco, Reference 74033 N
Show notes:
0:31 A dark time for the Monaco
0:53 Changing direction with the new Silverstone
1:24 The Monaco disappears from the catalog
1:43 The quartz crisis
2:05 The success of black-coated cases
2:30 A Monaco mystery
3:08 Back in black
4:16 One of the most sought-after vintage Heuers
4:48 What makes the ‘Dark Lord’ special
5:34 An unbelievably rare timepiece
6:16 The legacy of the watch
6:31 Inspiring the future
1971: When McQueen met the Monaco (00:07:50)
Season 3: The TAG Heuer Monaco | In this episode, we look at why the names ‘Monaco’ and ‘Steve McQueen’ have become inseparable decades after the watch and the superstar were brought together. We begin at Circuit de la Sarthe, home to the 24 Hours of Le Mans, and go all the way to the silver screen, where Steve McQueen wears the culture-defining Monaco in the movie ‘Le Mans’.
Image: Heuer Monaco, Reference 1133B
Show notes:
0:50 1970: Steve McQueen in Le Mans
1:07 McQueen’s passion project, ‘Le Mans’
2:28 McQueen meets Joe Siffert
3:15 McQueen wears the Monaco
3:48 ‘A tough sell’
5:32 The evolution of the Reference 1133B
6:02 Pinning high hopes on ‘Le Mans’
6:46 Plans to discontinue the Monaco
1969: The making of the Monaco (00:07:39)
Season 3: The TAG Heuer Monaco | This season, we explore the history and heritage of the storied TAG Heuer Monaco. Flash back to 1969. As manual wind watches were losing ground to automatic models, Jack Heuer and an unusual team of collaborators established ‘Project 99’. This led to the creation of the now legendary Calibre 11 automatic chronograph movement and of course, the birth of the Monaco.
Image: Heuer Monaco, Reference 1133B Chronomatic
Show notes:
0:52 Manual wind vs. automatic
1:20 Enter Jack Heuer
2:08 Switching to automatic
2:17 Project 99 and the Calibre 11
3:02 The Monaco debut
3:37 What made the Monaco unique
4:29 The creative visionaries who wore the Monaco
4:48 A standout blue dial
5:54 Why Chronomatic?
6:16 Chronomatic: a collector’s delight
From racetracks to your wrist: 3 motorsport stories that influenced the Carrera (00:14:19)
Season 1: The TAG Heuer Carrera |
It’s the season finale, so we’ve decided to wrap up this epic story of the Carrera with something different. To celebrate the collection’s 60th anniversary, we’ve released a very special book titled TAG Heuer Carrera: The Race Never Stops. Actually, this isn't just any book; it's a time machine that takes you through the captivating history of the Carrera. Over six chapters, each representing a decade in the life of the collection, the book uncovers the enduring legacy of the Carrera.
To give you a taste of what to expect from this book, Nicholas is going to share three extracts. From the Carrera Panamericana in Mexico to the Sebring Raceway in Florida to Maranello, the home of Ferrari in Italy, each of these extracts explore how the Carrera’s history was written on the racetrack. Ready? Let’s get this show on the road
You can find TAG Heuer Carrera: The Race Never Stops in TAG Heuer boutiques and selected bookstores around the world: https://www.tagheuer.com/int/collection-carrera/carrera-book.html
1967: the Skipper is born (00:05:53)
Season 2: TAG Heuer and the ocean |
This time, we travel back to The America’s Cup in 1967. It was the year the racing yacht Intrepid stormed to victory. To commemorate Emil Mosbacher’s triumph, Heuer produced the iconic Reference 7754, or the Heuer Skipper. A timepiece that forever sealed TAG Heuer’s relationship with the ocean and sailing.
Image: Heuer Skipper, Reference 7754
Show notes:
0:40 The 1967 America’s Cup
2:20 Heuer Reference 7754, or the Heuer Skipper
4:16 The legacy of the Skipper
4:45 The evolution of the Skipper
Discover our latest model of the TAG Heuer Carrera Chronograph Skipper on tagheuer.com.
1950s - 1960s: the Seafarer sets sail (00:06:40)
Season 2: TAG Heuer and the ocean |
In this episode, we explore the legacies of a range of Heuer chronographs with tide indicators. From the Seafarers of the 1950s and 1960s to the Solunargraph and the Mareograph, we sail through a decade of iconic timepieces.
Image: Heuer Seafarer, Reference 346
Show notes:
0:50 Meet the Heuer Seafarer
2:48 Reference 2444, the next iteration of the Seafarer
3:50 The iconic Reference 2446 Seafarer from the 1960s
4:47 The last Seafarer
5:07 The Solunargraph
5:43 The Mareograph
1949: Solunar - the first wristwatch with a permanent tide indicator (00:06:44)
Season 2: TAG Heuer and the ocean |
In this second season, we explore TAG Heuer’s intimate connection with the ocean. We turn the clocks back to 1949, when Heuer was creating watches for Abercrombie & Fitch. Discover how a watchmaker, a physics teacher, and a passion for fishing and mushroom hunting led to the birth of the Solunar, the first wristwatch with a permanent tide indicator.
Image: Heuer Solunar, 1949 Reference
Show notes:
0:42 The Abercrombie & Fitch years
1:10 A challenge from Walter Haynes, President of Abercrombie & Fitch
1:59 How a tide indicator works
2:42 Mushroom hunting and a school physics teacher
3:14 The Solunar
4:30 The tide indicator on the Solunar
2023: A new chapter begins (00:04:55)
Season 1: The TAG Heuer Carrera |
Live from Watches & Wonders in Geneva, Nicholas explores the revolutionary thinking behind TAG Heuer’s latest Carrera novelties: the TAG Heuer Carrera Chronograph and the TAG Heuer Carrera Chronograph Tourbillon. Discover how the Swiss watchmaker is writing a new, exciting chapter in the story of the Carrera. reimagined the Carrera for the future.
References featured in the episode:
TAG Heuer Carrera Chronograph, Reference CBS2212.FC6535 (Image)
TAG Heuer Carrera Chronograph, Reference CBS2210.FC6534
TAG Heuer Carrera Chronograph Tourbillon, Reference CBS5010.FC6543
Show notes:
0:10 Live from Watches & Wonders 2023
0:26 The Carrera journey
0:52 Three new Carrera references
1:18 One chronograph, two different takes
1:51 Hello, revolutionary ‘Glassbox’
2:11 The ‘reverse panda’ returns
2:44 Meet TH20-00, the newly evolved version of the Heuer 02 movement
3:19 The new TAG Heuer Carrera Chronograph Tourbillon
2021: TAG Heuer x Porsche - an alliance forged by innovation (00:08:40)
Season 1: The TAG Heuer Carrera |
This episode focuses on the special relationship between Porsche and TAG Heuer and their official partnership in 2021. While it’s by chance that the name ‘Carrera’ is central to both brands, their passion for technology and innovation is what made them destined for collaboration.
Image: TAG Heuer Carrera Porsche, Reference CBN2A1F
Show notes:
0:35 TAG Heuer & Porsche: a shared history of innovation
1:03 Young entrepreneurs: Edouard Heuer and Ferdinand Porsche
1:19 Carrera: A shared origin story
1:49 Products that perform under pressure
3:13 1969: Launch of autochronograph & Porsche 917
4:17 1980s: Heuer x McLaren
4:32 1983: McLaren x Porsche
5:17 1990s: both companies go through organizational restructuring
5:31 1996: Carrera relaunch and Porsche 911 new generation
2008 - 2012: Break into luxury… (00:05:06)
Season 1: The TAG Heuer Carrera |
Discover TAG Heuer’s journey from an accessible watchmaker in the 1990s to a high-end brand under LVMH in the early 2000s. At the center stood the Carrera and the Monaco V4 - TAG Heuer’s pillars of innovation and luxury.
Image: TAG Heuer Carrera, Reference CAR2C10.FC6323
Show notes:
0:35 Late-2000s: Carrera as the foundation for new technologies
1:15 From accessible to luxury with LVMH
1:41 Monaco V4 and new Carrera watches
2:35 High frequency chronograph
3:07 Unique magnetic pinions
4:15 Carerra: the archetypal chronograph
1985 - 1990s: The return of the Carrera (00:05:29)
Season 1: The TAG Heuer Carrera |
In this episode, we travel back to a challenging time for the company, which led to the departure of Jack Heuer from the family business. And the creation of TAG Heuer. A decade later, the strong desire to strengthen the brand identity was finalized by the return of both the Carrera and Jack in 1996 at the Monza Grand Prix.
Image: TAG Heuer Carrera, Reference CS3110
Show notes:
0:29 Arrival of quartz watches puts pressure for Swiss watchmakers
1:14 Financial pressures and departure of Jack Heuer from the company
2:13 The birth of TAG Heuer
3:16 Monza Grand Prix 1996: the return of the Carrera
3:40 2447 Carrera makeover
4:29 1996: Jack Heuer returns
1970s: Conquering motorsport with Ferrari (00:06:33)
Season 1: The TAG Heuer Carrera |
This time, we explore how the relationship between Heuer and motorsport was forged in the 1970s. A surprising deal with Ferrari placed Heuer at the center of the racing world and catapulted the gold 1158 CHN Carrera into a symbol of success.
Image: Heuer Carrera, Reference 1158 CHN
Show notes:
0:45 Tough time for Ferrari calls for better timekeeping
2:07 Heuer Centigraph: standard timekeeper for motorsport
2:25 Jack Heuer makes contact with Ferrari
3:22 Ferrari deal variations
4:08 1158 CHN Carrera: a gift for the Ferrari drivers
5:13 Heuer solidifies long-lasting relationship with motorsport
1969: The dream team behind the Chronomatic (00:05:41)
Season 1: The TAG Heuer Carrera |
In this episode, we meet the dynamic duo behind the automatic chronograph movement. Join Jake Heuer on his journey towards innovation in 1969.
Image: Heuer Carrera, Reference 1153 N
Show notes:
0:27 March 1969: Jack Heuer & the dream team behind the first automatic chronograph movement
1:25 Other watchmakers race to develop the chronograph
1:39 Mid-1960s: drop in sales and exports intensify the need for innovation
2:01 Heuer: aviation and motorsport
3:19 The misunderstood 1163 Chronomatic Carrera
4:40 1970s: addition of silver dial and future changes
1960s: Dato Carreras and the power of advertising (00:06:07)
Season 1: The TAG Heuer Carrera |
Meet the first Carrera with a date complication, and discover how Jack Heuer harnessed the power of advertising to unveil the timepiece to the world.
Image: Heuer Carrera, Reference 3147 N (Dato)
Show notes:
0:35 Date complication added to Carrera watches
1:00 1965: Jack Heuer and the Mad Men of Madison Avenue
1:57 Production flaw leading to iconic asymmetric design
2:32 Heuer x logos on dial: a surprising success
3:41 3147 second series logos: Carroll Shelby & the Jordanian Air Force
4:18 How the logo dials were created
5:24 Success of the chronograph novelty
1963: The birth of the iconic Carrera (00:06:57)
Season 1: The TAG Heuer Carrera |
In this episode, we revisit Jack Heuer’s eureka moment at the 12 Hours of Sebring endurance race in Florida, March 1962. Find out how a conversation with the parents of racing drivers Ricardo and Pedro Rodriguez inspired one of the most iconic watch collections ever created.
Image: Heuer Carrera, Reference 2447 S
Show notes:
0:50 Jack Heuer attends 12 Hours of Sebring in Florida - March 1962
2:29 First mention of the Carrera from the Rodriguez family
3:23 Registering the ‘Carrera’ name
3:45 1963: Arrival of the Carrera references 2447 and 3647
4:30 Enduring features of all Carrera collections
5:00 Unique features of early models
6:14 Late-1960s: ‘Panda’ and ‘Reverse Panda’
1950s: The pre-Carrera years (00:06:40)
Season 1: The TAG Heuer Carrera |
In our first series, we uncover the history and heritage of the iconic TAG Heuer Carrera. But before we get to the collection, we’re taking you all the way back to the 1950s. To the pre-Carrera years and the story of the legendary race that inspired the Carrera. Join your host Nicholas Biebuyck, Heritage Director at TAG Heuer, as he takes you back in time on A Matter of Time.
Image: Heuer Carrera, Reference 3336
Show notes:
0:35 The Pre-Carrera references: 2444, 3336, 2447
1:28 Carrera Panamericana: the legendary race that inspired the collection
2:54 Porsche x TAG Heuer shared history with Carrera Panamericana
3:50 Heuer history: timekeeping and stopwatches
4:03 Increased demand for watches after World War 2
4:20 Military watches that inspired performant wristwatches
5:02 1950s references inspired by modern designs of the time
6:02 1959 - The year Jack Heuer joined the business
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