TAG Heuer is a Swiss watch brand known for its bold chronographs, automotive heritage, and innovative spirit. Founded in 1860 by Edouard Heuer in St-Imier, the brand quickly gained recognition for its precision timekeeping instruments, including the invention of the oscillating pinion in 1887 — a key development in chronograph mechanics still used today.
In the 20th century, Heuer solidified its reputation as a leader in sports timing, particularly in motorsport. The brand’s dashboard timers, stopwatches, and wrist chronographs became staples at racetracks around the world. Iconic models like the Carrera (1963), Monaco (1969), and Autavia (1962) captured the essence of this era, blending form and function for professional drivers and watch enthusiasts alike.
The name TAG Heuer was born in 1985 when Techniques d’Avant Garde (TAG), a high-tech engineering group, acquired Heuer. This merger ushered in a new chapter focused on cutting-edge design and modern materials. Today, as part of the LVMH group, TAG Heuer remains one of the most recognizable names in luxury sports watches.
The Carrera remains the brand’s flagship, often reimagined with in-house movements and contemporary styling. The Monaco, made famous by Steve McQueen in Le Mans, is a square-cased icon and a symbol of retro-cool. TAG Heuer also leads in luxury smartwatches with its Connected series, combining Swiss watchmaking with wearable tech.
Known for its motto “Don’t crack under pressure,” TAG Heuer aligns itself with performance, adrenaline, and modern style. Its partnerships with Formula 1, Porsche, Red Bull Racing, and ambassadors like Ryan Gosling and Naomi Osaka further reinforce its high-energy identity.
Balancing heritage with innovation, TAG Heuer offers a gateway into Swiss horology for adventurous spirits who appreciate speed, precision, and timeless design.