A passion for sports

It was in 1860 that Edouard Heuer founded his watchmaking workshop in St-Imier, a village in the Swiss Jura region. It soon became an international reference for sports and prestigious watches. The brand is founded on solid historical values with the emphasis on innovation and a passion for sports.

Official timer to the World Ski and Formula 1 Championships, the brand constantly derives new technologies, expertise and its own highly distinctive spirit from this activity. TAG Heuer is also heavily involved in the world of sailing, and partners many sportsmen in disciplines such as athletics.

History watchmaker

tag heuer CEO Stefan Linder

Stefan Linder, CEO Tag Heuer

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 fiber; 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 141 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”.