TAG Heuer is a luxury watch brand based in Switzerland. The company was founded in 1860 by Edouard Heuer. The brand is known for its sporty, stylish watches, and its use of advanced technology, such as chronographs and quartz movements. TAG Heuer is particularly well-known for its Carrera and Monaco collections, which are inspired by the world of motor racing, and its Link collection, which is characterized by its iconic bracelet design. The brand is also known for its collaborations with other luxury brands and personalities, such as McLaren and Leonardo DiCaprio and for its commitment to precision and innovation. TAG Heuer watches are highly sought-after by collectors and enthusiasts for their sporty, stylish design and craftsmanship.
TAG Heuer
TAG HEUER Official
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1860
The company was founded by Edouard Heuer in St-Imier, Switzerland
1869
Heuer patents the first chronograph
1911
Heuer introduces the first dashboard chronograph for automobiles and airplanes
1964
Heuer introduces the Carrera, a chronograph inspired by car racing
1969
Heuer introduces the Monaco, a square-shaped chronograph worn by Steve McQueen in the film "Le Mans"
1985
TAG (Techniques d'Avant Garde) Group acquires Heuer and creates TAG Heuer
1999
TAG Heuer becomes a part of the LVMH Group
2000
TAG Heuer introduces the first connected watch, the TAG Heuer 2000 Aquaracer
2019
TAG Heuer launches the first watch with a case made of recycled materials, the TAG Heuer Aquaracer Recycled
2025
TAG Heuer returns to Formula 1 as Official Timekeeper
