Founded in Saint-Imier in 1860 by Edouard Heuer, TAG Heuer has set many major milestones of high-end watchmaking, especially in the field of chronographs and ultimate precision.
Today, one of the largest and most desired brands in the luxury watch industry, the Swiss legend draws upon its active engagement in the world of sports to create the most accurate timing instruments and watches in the world. TAG Heuer is the first watchmaker to master luxury chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second. From the Olympic Games in the 1920s to its role as official timekeeper for the legendary Indy 500 race, with accuracy at 1/10,000th of a second, TAG Heuer, in a constant quest for innovation, excellence, performance and prestige, continues to aim ever higher. This is reflected in its quarter-century partnership with F1 team Vodafone McLaren Mercedes, its 7-year partnership with 2008 Formula 1 World Champion, Vodafone McLaren Mercedes driver Lewis Hamilton, and his teammate , 2009 Formula 1 World Champion Jenson Button.
TAG Heuer, more than ever, epitomises prestige and performance through active partnerships with Hollywood icon Leonardo DiCaprio and Bollywood star Shah Rukh Khan, LPGA star Suzann Pettersen and WTA tennis champion Maria Sharapova. TAG Heuer is a privileged member of the Fondation de la Haute Horlogerie (FHH), the most exclusive club in the Swiss watchmaking industry.
TAG Heuer's "150 Years of Mastering Speed" celebrations in 2011 commemorate the brand's unrivalled heritage in motor sports, which include such historic contributions as the 1911 patent for 'Time of Trip', the world's first dashboard chronograph.