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.

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

FOUNDED

1860

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