The Tag Heuer brand has always been committed to Swiss horological traditions and enriched the sphere of watchmaking with numerous innovating ideas. The company has particularly revolutionized the concept of Swiss sports watches and chronographs.
Tag Heuer has built a close cooperation with the world of motor sports. The company created a limited edition of outstanding chronographs to mark the unique Tag Heuer and Mercedes Benz partnership (initiated in 1995) and win the hearts of those who enjoy accurate timekeeping and professional racing. The brands are united by cherishing the common values - superb performance, distinctive design, great prestige, and sincere passion for auto racing.
The story of success began in 2004 when the company presented its initial SLR Chronograph, Calibre 36-R at Baselworld. Later the brand's master watchmakers developed the Tag Heuer SLR for Mercedes-Benz chronograph. The novelty timepiece commemorated the alliance between TAG Heuer, McLaren team and Mercedes-Benz. The watch was developed to be exclusively worn by owners of Mercedes-Benz SLR McLaren automobiles, most powerful sports cars introduced in 2003.
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