There aren’t as many brands as successful as TAG Heuer in terms of creating luxurious and highly functional pieces that capture the very essence of Swiss watchmaking: high-quality manufacturing, accuracy, precision, and excellent technical know-how.
Throughout its history, TAG Heuer has brought some of the world’s most iconic watches—those that attracted a significant following, inspired succeeding designs, and continue to be in demand even years after their debut. But, perhaps, TAG Heuer’s more remarkable achievement than that is being the official timekeeper of various motor sporting events where timing and accuracy are essential.
As often as we see TAG Heuer in sports events, the brand is also no stranger to the silver screen. It has been the preferred wristwear for some of the most iconic characters in movies with Hollywood celebrities reveling in its exceptional craftsmanship, precision, and aesthetics.
5 Film-Famous TAG Heuer Watches
In the mid-1990s, wearing a watch in films was purely a matter of style. But, as brands discovered that movies are a great way to promote their products, watches are eventually strategically written into the story, where they create lasting impressions for the viewers. No matter how the following TAG Heuer watches got into films, their screen time made them stars in their own right.
TAG Heuer Monaco in Le Mans (1971)
No list of TAG Heuer on films is complete without mentioning Le Mans. The image of the famous Steve McQueen in his white, striped racing suit is iconic—so is the Monaco watch strapped on his wrist. A true racing instrument, the Heuer Monaco is one of the first watches to house the revolutionary Calibre 11 automatic chronograph movement. While many other brands released collections referencing the legendary McQueen, only TAG Heuer can claim to have graced his wrist in what is arguably the most popular automotive racing film of all time.
TAG Heuer Series 1000 in Wolf of Wall Street (2003)
While many thought it to be a vintage gold Rolex watch, the former stockbroker and multi-millionaire Jordan Belfort—a character played by Leonardo DiCaprio—actually wore an 18K yellow gold TAG Heuer 1000 series watch. Not only did the timepiece play an important role in the film, it was also mentioned in one of the titular character’s lines, which is just as remarkable as the story. The watch was a rather unusual timepiece, being a solid gold watch that’s advertised as a diver watch. It was launched in the early 1980s, only to be phased out in 1992.
TAG Heuer Aquaracer in Locke (2003)
This British-American thriller drama film saw Tom Hardy wearing a TAG Heuer Aquaracer watch while playing the titular role of Ivan Locke. The watch is just impossible to miss, ultimately because nearly half of the movie focused on his left arm while on the steering wheel, thus putting the timepiece in the limelight throughout. The TAG Heuer Aquaracer is a relatively new model that features a sleek and striking design. The particular reference seen in the film is presented with a black dial and a matching black ceramic bezel finished in a polished stainless steel case. Its looks don’t seem far from the later Aquaracer releases today.
TAG Heuer Link Chronograph in The Bourne Identity (2002)
Of the many things that we remember about Matt Damon’s Jason Bourne, one that remains deeply ingrained in our minds is the TAG Heuer Link Chronograph that was prominently displayed on his wrist. The watch looks utilitarian with its black dial, big hour numbers 3, 9, and 12, perfectly matching his fighting style. The same watch also appeared in the rest of the Bourne Trilogy, even though it got a little less screen time on the third installment, The Bourne Ultimatum. Damon wears the same chronograph in real life, having been spotted wearing it on several occasions. It’s hard to find the exact model seen in these movies, as the later models have an updated dial and bezel.
TAG Heuer in The Living Daylights (1987)
The James Bond franchise is well-known for its association with Omega watches, being the watch of choice of the world’s favorite spy. But, over the years, Bond has also worn other brands including TAG Heuer—although we didn’t know for sure which exact model. All that was known is that it was a Heuer diving watch with a glow-in-the-dark dial that graced the wrist of British actor Timothy Dalton in The Living Daylights. It was not until 2010 when the specific model was identified to be a black PVD Heuer diver.
TAG Heuer Carrera Calibre 5 Automatic in Inception (2010)
Leonardo DiCaprio makes it on the list again, but this time with a TAG Heuer Carrera Automatic which he wore in the action sci-fi film, Inception. Although, being an ambassador of the brand, that shouldn’t be completely surprising. The particular model he wore in the movies is the Carrera Automatic with the reference WV211B BA0787, which features a black dial in a stainless steel case and a matching steel bracelet. It runs on a Calibre 5 automatic movement with a date window function at 3 o’clock.
This list goes to show that TAG Heuer has a history of being in a relationship with Hollywood and celebrities. Its watches made multiple appearances, more appropriately in action movies like The Bourne trilogy. While some are used purely out of style or as part of the background, others were an effective product placement strategy. Either way, these TAG Heuer watches added dimension to the story and helped deepen our understanding of the characters.
On the brand’s end, its association with some of history’s most iconic films earned them global recognition, making TAG Heuer relevant to this day. Movies provided TAG Heuer with a platform to display its products, connect them to a story, and in some cases, use them to add depth to the characters, with whom they will forever be associated.
Did you spot these TAG Heuer watches in these movies? If you have any more to add to the list, let us know by leaving a comment below.