In 1958, when Jack Heuer was 26, he participated in an automobile rally in his native Switzerland. He had just graduated from the Federal Institute of Technology in Zurich, and while he was just starting in his family\u2019s watchmaking company, Heuer, his wandering mind flirted with other career paths. It was this aforementioned auto race that would ultimately kickstart Jack's professional involvement with motorsport, merging his passion with the family business.Thanks to his keen map-reading skills, his team appointed him the co-driver, navigating for Samuel Heuer (same family name, but no relation). Their car ended up in the lead toward the end of the rally, but Jack misread the dial of the 12-hour dashboard timer by a minute, which caused his team to finish up in third place.\u201cThis error infuriated me,\u201d he says. \u201cI realized that the dial was difficult to read correctly in a speeding rally car.\u201d Like most of the cars in the event, the dashboard timer had been made by Heuer, which was even more frustrating for Jack. The company had been developing chronographs since 1887, but by 1958, it was on the cusp of taking this expertise into the Golden Era of motor racing.When Jack went back to the Heuer household in La Chaux-de-Fonds, he spearheaded the creation of a new stopwatch, this time with large digits for maximum legibility. He named it the Monte Carlo, kickstarting a longstanding tradition of naming watches after racing icons. \u201cI was looking for a way to promote our new chronographs globally, but with a small budget,\u201d says Heuer, who at this point was a chief stakeholder in the company. \u201cA family friend suggested I should sponsor a young driver called Jo Siffert, who had shot to fame by winning the British Grand Prix in July 1968\u2026I didn\u2019t realize it at the time, but this was probably one of the best marketing moves I ever made, because it opened the door for us to the whole world of Formula One.\u201d In 1963, Jack played an instrumental role in designing and launching the Carrera, a chronograph he named after the famous road race in Mexico, the Carrera Panamericana. The watch would become one of TAG Heuer's most sought-after models. When IndyCar driver Alexander Rossi won the 2016 Indianapolis 500, he was awarded a Carrera celebrating the 100th anniversary of the famous race. He wears it every day.Rossi established a name for himself early in his career as one of the few Americans to ever compete in Formula One. Now in the world of IndyCar, he's a luminary, winning this year\u2019s Long Beach Grand Prix\u2014his hometown race\u2014for the second year in a row. Being chosen as a TAG Heuer Ambassador, one of the sport's most coveted and exclusive brand partnerships, truly establishes his legacy. \u201cBeing involved in European racing, there was always TAG Heuer branding around, and I always looked up to the guys who had a TAG Heuer deal," says Rossi. "I always thought that was the ultimate sign of making it\u2026 I\u2019m being recognized as a professional driver by one of the largest watchmakers in the world. It\u2019s fulfilling a dream.\u201dTAG Heuer\u2019s motto is "Don\u2019t crack under pressure,\u201d which is helpful advice for endurance racing. Rossi drove at the 24 Hours of Daytona, sharing the experience of sleepless nights with fellow TAG Heuer Ambassador Patrick Dempsey. In fact, Dempsey has raced at the 24 Hours of Le Mans four times, three of those while managing and driving with his own team. \u201cManaging is different because it\u2019s really looking at the long-term vision and viability, thinking the next season out,\u201d says Dempsey. "What are you going to prep? You\u2019re looking at your program down the road without the joy of being in the car.\u201d Dempsey wore a vintage Heuer Monaco while at two of those races\u2013his way of celebrating another icon, Steve McQueen, who popularized the Monaco wristwatch with his portrayal of racer Michael Delaney in the film Le Mans. Turns out, the Monaco was an oddball upon its launch: \u201cWe wanted to create something avant-garde,\u201d says Heuer. \u201cThe Monaco\u2019s daring design made it instantly recognizable, and it was the perfect complement to the advanced technology: the first water-resistant square case and the Calibre 11, the first automatic-winding chronograph movement.\u201d Earlier this year, TAG Heuer introduced the Autavia Isograph, a daring reinterpretation of a classic model that first debuted in 1933. It\u2019s an action watch, says Dempsey, who loves his. \u201cIt\u2019s much lighter, and the colors are a really nice selection. The Autavia, a double reference to both Auto and Aviation, is one of the first watches to come to market with Jack Heuer. It\u2019s nice that it\u2019s continuing.\u201d One of the most meaningful experiences of Dempsey\u2019s ambassadorship is getting to know the company and getting to know Jack. \u201cTo have time with him is the most important part of my relationship with TAG\u2014no question about it. I had the opportunity to go to the TAG Heuer museum with Jack,\u201d says Dempsey. \u201cHe\u2019s talking about his grandfather, his father, where he was, and how it evolved on such a personal level. To understand how the watches evolved, the story behind the scenes\u2026I have those memories engrained.\u201d Photography by Jeff Allen, Styling by Nico Amarca, Grooming by Abby Prather.