Gio 🇨🇭

The meanders of collaboration and ownership surrounding Swiss watch brands during the late Quartz Crisis are complex and fascinating 😅. In 1981, Piaget ‘acquired’ Lemania, which subsequently became Nouvelle Lemania. In June 1982, a Piaget-led consortium acquired Heuer, bringing the two companies under common ownership. In 1985, Techniques d’Avant Garde (TAG) acquired a majority stake in Heuer from the Piaget/Nouvelle Lemania group, creating what would become TAG Heuer.
This brief period of overlapping ownership, from 1982 to 1985, produced some particularly intriguing and unusual watches. Among them are Lemania-branded quartz prototypes for Heuer and early TAG-Heuer models.

Lemania for Heuer, Heuer 2000 Prototype, ETA 955.412 prototype, 1984