The must-have Macro Loupe for all watch lovers

An ultra sporty Tag Heuer Carrera, it's ultra fast and it's really very optimized for racing. For sport, I find it really captivating when I look at the time. Sincerely, it's a watch that's as sporty as a Formula 1 and I think this watch really has a sporty style.

I am overwhelmed

<p dir="ltr">The Swiss watch brand <strong>Tag Heuer</strong> is the result of the merger in <strong>1985</strong> between the company Heuer, founded in 1860, and the group TAG (Avant Garde Techniques). This union marked the beginning of a new era for the brand, characterized by a combination of technological innovations and a rich watchmaking heritage.</p>
<h2 dir="ltr">Background of the Merger in 1985</h2>
<p dir="ltr">In the 1970s, the Swiss watch industry went through a tumultuous period, known as the "quartz crisis". The mass introduction of cheap quartz watches, mainly from Asia, threatens the survival of traditional mechanical watch manufacturers. Heuer, despite its established reputation in the field of chronographs, did not escape this crisis and encountered financial difficulties.</p>
<p dir="ltr">In 1985, the group TAG, specialized in cutting-edge technologies, particularly in aeronautics and Formula 1, acquires Heuer. This merger gives rise to Tag Heuer, combining Heuer's watchmaking heritage with TAG's technological expertise.</p>
<h2 dir="ltr">Renaissance and Modernization (1985-1999)</h2>
<p dir="ltr">Under new leadership, TAG Heuer is undertaking a strategy to revitalize the brand by building on its heritage while incorporating modern innovations. The brand is reintroducing flagship models such as the TAG Heuer Carrera and the TAG Heuer Monaco, adapting them to contemporary tastes while retaining their iconic design. These reissues are a success with watch enthusiasts.</p>
<p dir="ltr">TAG Heuer is also introducing new product lines, including the<a href="https://www.dialicious.com/en/tag_heuer/2000_series"> TAG Heuer Series 2000</a>, a collection of waterproof sports watches, and the<a href="https://www.dialicious.com/en/tag_heuer/6000_series"> TAG Heuer Series 6000</a>, which combines elegance and performance. The brand strengthens its association with the world of sport, in particular Formula 1, by becoming the official timekeeper of several teams and events. These partnerships reinforce the dynamic and innovative image of TAG Heuer.</p>
<h2 dir="ltr">Acquisition par LVMH et Expansion (1999-2010)</h2>
<p dir="ltr">In 1999, the French luxury group LVMH (Mo&euml;t Hennessy Louis Vuitton) acquires TAG Heuer, thus integrating the brand into its prestigious portfolio. Under the aegis of LVMH, TAG Heuer invests in research and development to design its own movements. In 2004, the brand unveiled the <strong>Calibre 360</strong>, a mechanical chronograph capable of measuring 1/100th of a second, a world first.</p>
<p dir="ltr">TAG Heuer <strong>continues to innovate </strong>with models such as the TAG Heuer Monaco V4 in 2009, the first watch in the world equipped with a movement driven by belts, and the TAG Heuer Microtimer Flying 1000 in 2011, capable of measuring 1/1000th of a second.</p>
<p dir="ltr">The brand is expanding its global presence by opening flagship stores in key cities and strengthening its distribution network.</p>
<h2 dir="ltr">Diversification and Connected Watches (2010-2020)</h2>
<p dir="ltr">Faced with the emergence of connected watches, TAG Heuer decides to adapt to new technological trends.</p>
<p dir="ltr">In 2015, the brand launched the TAG Heuer Connected, its first smartwatch, in collaboration with Google and Intel. This model combines the traditional design of TAG Heuer with the functionality of a modern smartwatch. TAG Heuer is expanding its historic strategy of partnerships, particularly with <strong>automotive brands such as Porsche</strong>, and offers limited editions celebrating iconic events or personalities.</p>
<h2 dir="ltr">Recent Commitments and Future Outlook (2020 - present)</h2>
<p dir="ltr">TAG Heuer continues to strengthen its position in the luxury watch market by focusing on innovation and respect for its heritage. The brand offers reissues of historic models, such as the<a href="https://www.dialicious.com/en/tag_heuer/carrera_chronograph"> TAG Heuer Carrera</a> and the<a href="https://www.dialicious.com/en/tag_heuer/monaco"> TAG Heuer Monaco</a>, incorporating modern technical improvements while retaining the original design. Many limited series will be released to the delight of collectors.</p>
<p dir="ltr">TAG Heuer is committed to green initiatives, including reducing its carbon footprint and using sustainable materials in its products and packaging. <strong>In 2024, LVMH, parent company of TAG Heuer, enters into a 10-year partnership with Formula 1, strengthening the brand's association with motorsport.</strong></p>
<p dir="ltr">In conclusion, since its merger with TAG in 1985, TAG Heuer has navigated between tradition and innovation, consolidating its strong position in luxury watchmaking. By combining its rich heritage with technological advancements and strategic partnerships, the brand continues to appeal to watch enthusiasts around the world.</p>
<p dir="ltr">Check out th&nbsp;<a href="https://www.dialicious.com/en/top/the_best_swiss_watch_brands">Ranking of the best Swiss watch brands</a> or the <a href="https://www.dialicious.com/en/top/the_best_brands_of_motor_sports_watches">Ranking of the best watch brands inspired by motorsports</a>, including TAG Heuer.</p>
<p dir="ltr">(Updated November 2024)</p>

<p>Fond&eacute;e en <strong>1970</strong> par Philippe Saner dans le Jura suisse, la marque <strong>Saner</strong> incarne un demi-si&egrave;cle d'excellence horlog&egrave;re. Initialement sp&eacute;cialis&eacute;e dans l'assemblage de mouvements m&eacute;caniques, l'entreprise a su &eacute;voluer tout en conservant son savoir-faire artisanal. En 2020, pour c&eacute;l&eacute;brer ses 50 ans, la famille Saner a lanc&eacute; une collection exclusive de montres en &eacute;dition limit&eacute;e, marquant ainsi son entr&eacute;e sur le devant de la sc&egrave;ne horlog&egrave;re.</p>
<h3><strong>Les D&eacute;buts : Un Atelier Familial</strong></h3>
<p>Philippe Saner a &eacute;tabli son atelier &agrave; Alle, dans le Jura suisse, une r&eacute;gion r&eacute;put&eacute;e pour son expertise horlog&egrave;re. D&egrave;s le d&eacute;part, l'atelier s'est distingu&eacute; par la pr&eacute;cision de son travail, fournissant des mouvements m&eacute;caniques &agrave; des marques prestigieuses. Cette r&eacute;putation d'excellence a permis &agrave; l'entreprise de se d&eacute;velopper tout en restant fid&egrave;le &agrave; ses <strong>racines familiales</strong>.</p>
<h3><strong>L'&Eacute;volution : De la Sous-Traitance &agrave; la Cr&eacute;ation de Montres</strong></h3>
<p>Apr&egrave;s des d&eacute;cennies en tant que sous-traitant de confiance, la <strong>famille Saner </strong>a d&eacute;cid&eacute; de capitaliser sur son expertise en lan&ccedil;ant sa propre ligne de montres. Cette transition a &eacute;t&eacute; motiv&eacute;e par le d&eacute;sir de proposer des garde-temps refl&eacute;tant leur vision de l'horlogerie, alliant tradition et innovation.</p>
<h3><strong>La Collection "Heart in Light"</strong></h3>
<p>Pour c&eacute;l&eacute;brer son 50e anniversaire, Saner a d&eacute;voil&eacute; la collection <strong>"Heart in Light"</strong>. Compos&eacute;e de cinq mod&egrave;les exclusifs, chaque pi&egrave;ce est limit&eacute;e &agrave; 50 exemplaires et <strong>certifi&eacute;e par le Contr&ocirc;le Officiel Suisse des Chronom&egrave;tres (COSC)</strong>, garantissant une pr&eacute;cision exceptionnelle. Les mod&egrave;les se d&eacute;clinent avec des bracelets en cuir, m&eacute;tal ou nylon, offrant une vari&eacute;t&eacute; adapt&eacute;e aux go&ucirc;ts diversifi&eacute;s des amateurs de montres.</p>
<h3><strong>Engagement envers la Qualit&eacute; et l'Innovation</strong></h3>
<p>Saner s'engage &agrave; maintenir des <strong>standards de qualit&eacute; &eacute;lev&eacute;s</strong>. L'atelier, modernis&eacute; et bien &eacute;quip&eacute;, se sp&eacute;cialise dans l'assemblage de mouvements m&eacute;caniques, le garnissage de platines et l'embo&icirc;tage de montres, y compris celles avec complications. Cette infrastructure permet &agrave; la marque de contr&ocirc;ler chaque &eacute;tape de la production, assurant ainsi la fiabilit&eacute; et la durabilit&eacute; de ses produits.</p>
<h3><strong>Conclusion</strong></h3>
<p>La marque Saner illustre la capacit&eacute; d'une <strong>entreprise familiale</strong> &agrave; &eacute;voluer tout en pr&eacute;servant son h&eacute;ritage. En lan&ccedil;ant sa propre collection de montres, Saner a d&eacute;montr&eacute; que l'expertise accumul&eacute;e au fil des d&eacute;cennies peut servir de fondation solide pour innover et proposer des produits de haute qualit&eacute; aux passionn&eacute;s d'horlogerie.</p>
<p>Inspirez-vous des <strong>avis clients Dialicious</strong> pour choisir la montre qui vous ressemble.</p>
<p>(Mise &agrave; jour Mars 2025)</p>

<p dir="ltr">Founded in <strong>1970</strong> by Philippe Saner in the Swiss Jura, the brand <strong>Saner</strong> embodies half a century of watchmaking excellence. Initially specializing in the assembly of mechanical movements, the company has evolved while maintaining its artisanal know-how. In 2020, to celebrate its 50th anniversary, the Saner family launched an exclusive collection of limited edition watches, marking its entry onto the watchmaking scene.</p>
<h3 dir="ltr">The Beginnings: A Family Workshop</h3>
<p dir="ltr">Philippe Saner established his workshop in Alle, in the Swiss Jura, a region renowned for its watchmaking expertise. From the start, the workshop stood out for the precision of its work, supplying mechanical movements to prestigious brands. This reputation for excellence has allowed the company to grow while remaining faithful to its <strong>family roots</strong>.</p>
<h3 dir="ltr">The Evolution: From Subcontracting to Watch Creation</h3>
<p dir="ltr">After decades as a trusted subcontractor, the <strong>Saner family</strong> decided to capitalize on its expertise by launching its own line of watches. This transition was motivated by the desire to offer timepieces reflecting their vision of watchmaking, combining tradition and innovation.</p>
<h3 dir="ltr">Collection "Heart in Light"</h3>
<p dir="ltr">To celebrate its 50th anniversary, Saner unveiled the collection <strong>"Heart in Light"</strong>. Made up of five exclusive models, each piece is limited to 50 copies and <strong>certified by the &ldquo;Controle Officiel Suisse des Chronometres&rdquo; (COSC)</strong>, guaranteeing exceptional precision. The models are available with leather, metal or nylon straps, offering a variety suited to the diverse tastes of watch lovers.</p>
<h3 dir="ltr">Commitment to Quality and Innovation</h3>
<p dir="ltr">Saner is committed to maintaining high quality standards. The workshop, modernized and well equipped, specializes in the assembly of mechanical movements, the filling of plates and the casing of watches, including those with complications. This infrastructure allows the brand to control each stage of production, thus ensuring the reliability and durability of its products.</p>
<h3 dir="ltr">Conclusion</h3>
<p dir="ltr">The Saner brand illustrates the capacity of <strong>family business</strong> to evolve while preserving its heritage. By launching its own watch collection, Saner has demonstrated that the expertise accumulated over decades can serve as a solid foundation to innovate and offer high-quality products to watch enthusiasts.</p>
<p dir="ltr">Get inspired by <strong>Dialicious owner&rsquo;s reviews </strong>to choose the watch that suits you.</p>
<p dir="ltr">(Updated March 2025)</p>

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I am overwhelmed

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