In 1996, they decided they wanted to revive the Carrera. With new leadership and a new name, the company needed to get back to its roots. In the decade that followed the acquisition, the brand worked to refine and re-establish its identity in a market that placed a lot of value on heritage and tradition.

Shortly after, in 1985, they officially became TAG HeuerĪfter Techniques d’Avant Garde acquired them. The discontinuation of the Carrera came just before a crucial period of change for the Heuer brand. For this reason, early Carrera models are highly sought after in the pre-owned market. For over a decade, the Carrera was no longer in production or part of the brand’s catalog. Following his departure, the beloved Carrera was retired as well. In 1982, Jack Heuer decided to retire from the company. However, in the early 1980s, the fate of the Carrera began to shift. For the next couple decades, the model enjoyed success. Some examples include a date function and a 12-hour register. The popularity of the Carrera quickly inspired the brand to begin designing additional variations with new features. As Jack Heuer had hoped, it was an instant hit. The original Carrera featured a simple, straightforward design. The name was inspired by the famous Carrera Panamericana, a border to border race on the open roads in Mexico.

They started with the relaunch of the Autavia, but he still felt that the brand needed to offer something new.Ī year later in 1963, the Carrera was born. As his first order of business, he believed that the brand needed to re-evaluate its range of chronographs. Jack Heuer, the great grandson of the brand’s founder, Eduard Heuer, had just taken over the company. In 1962, the Heuer brand was going through an important transition.

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