TAG Heuer
Swiss sport and precision watchmaking.
Discover the story
Founded in 1860 by Edouard Heuer in Saint-Imier, Switzerland, under the name Heuer, the brand adopted the TAG Heuer name in 1985 after being acquired by the Techniques d'Avant Garde group. The brand’s history is directly linked to high-speed motorsports.
The brand holds multiple records for measuring short time intervals: in 1916, they patented the Micrograph, the first chronograph capable of measuring 1/100th of a second. In 1963, they launched the legendary Carrera model (designed by Jack Heuer) and in 1969, they unveiled the Monaco, the first automatic chronograph with a square, water-resistant case in history, immortalized by Steve McQueen in the film Le Mans.
Today, TAG Heuer combines its heritage of mechanical timekeeping for Formula 1 with technological innovation in luxury connected watchmaking (Connected), known for its modular titanium cases and highly durable ceramic bezels.
