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History of Tag Heuer

Founder: Edouard Heuer

Tracing its roots to a workshop founded in 1860 by Edouard Heuer, TAG Heuer has a long tradition of technological innovation in precision timepieces, including stopwatches and water-resistant watches

Edouard Heuer was passionate about precision. When he founded his workshop in 1860, he had only one aim: taking time measurement to greater heights. Since then, the company has always been in the avant-garde of watchmaking, whether in terms of technology, the choice of materials or design. From the first patent for a chronograph mechanism in 1882 to the 1998 launch of the Kirium Ti5 in grade 5 titanium and carbon fibre; from the first chronograph measuring 100ths of a second (1916) to the first analog display quartz chronograph (1983), not forgetting the first automatic chronograph with a microrotor (1969), Heuer wrote some of the greatest chapters in watchmaking history. This mastery is reflected in the impressive number of patents making TAG Heuer one of the key references in Swiss Made watch-making know-how. For 142 years, the company has confirmed its initial vocation: producing watches that constantly push back the frontiers of precision, reliability and aesthetics. That is why the TAG Heuer philosophy is symbolized by the slogan “Swiss Avant-Garde since 1860”.

Tag Heuer Watches Brand

Reflecting this heritage, the TAG Heuer brand has long been closely associated with the world of competitive sports, providing official timing services for the Olympic Games, FIS Ski World Cup, FIA Formula 1 World Championship and other major international sporting events - automobile racing, ski competitions - since the early 1900's. 

In addition, TAG Heuer continues winning an active following among sports enthusiasts around the world. Throughout its history, TAG Heuer has steadily built its reputation understanding design and innovation, as well as, a tradition, establishing itself as a leading producer of prestigious sports watches and chronographs

TAG Heuer is a leading producer of prestigious Swiss sports watches and chronographs sold under one of the world's most widely recognized luxury brand names.  The name "TAG Heuer" is instantly recognizable worldwide; undeniably original. It has a personality and a style all of its own.  Unconventional, original, fast moving - these are just some of the qualities immediately associated with the TAG Heuer brand.

Company founder Edouard Heuer's efforts toward sports watches and chronographs date back to 1860. Many sporting events including the Olympic Games, FIS Ski World Cup, and FIA Formula 1 World Championship have used TAG Heuer for official timing services.

TAG Heuer has provided official timing services for a host of prestigious sporting events throughout the twentieth century - starting with all Olympic Games of the 1920's and continuing with Formula 1 automobile racing since 1969.

TAG Heuer is the Official Timekeeper of FIS Alpine Ski World Cup and since 1992 Official Timekeeper of the FIA Formula 1 World Championship. TAG Heuer has developed partnerships with top-rated ski resorts in the French, Italian, Austrian and Swiss Alps, as well as Vail, Colorado in the U.S. In Formula One, TAG Heuer has been associated with many of the great names of the sport: Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Michael Schumacher and, of course, perhaps the greatest talent of all - Ayrton Senna. In addition, TAG has been closely involved with the McLaren Formula 1 racing team since 1986 and is the Official Timekeeper for all Formula One Grand Prix of the FIA World Champion Since 1992