  The potential between heavy quarks can be rigorously defined in a QCD
effective field theories framework. I discuss the general situation when the
coupling constant may not be considered small and provide an explicit
expression for the potential valid up to order 1/m^2. Spin dependent and spin
independent terms are expressed in terms of Wilson loops, completing an ideal
journey started twenty years ago with the classical work of Eichten and
Feinberg.
