TAG Heuer is one of the world’s leading luxury watch brand. The TAG Heuer story begins in the 19th century, long before the company was even called TAG Heuer. Edouard Heuer founded his business, The Heuer Watch Company, in 1860. The original workshop was located in Saint-Imier, Switzerland. This is where Heuer first began working on high-quality timekeeping instruments. It didn’t take long for the business to make a name for itself thanks to its incredible craftsmanship and the precision of their timekeeping instruments.
1st Tag Heuer Monaco watch released in 1970, a year after its launch, Jack Heuer brings the Heuer Monaco to the movie set of “Le Mans” where Heuer sponsored Swiss driver Jo Siffert was coaching and stunt driving for Steve McQueen.
In 1985, Heuer was acquired by TAG Group (Holdings) S.A. TAG is an abbreviation for Techniques d’Avant Garde. TAG Group combined the TAG and Heuer brands to create the TAG Heuer Company we know today. LVMH purchased the TAG Heuer subsidiary in 1999.
On November 9, 2015 TAG Heuer announced the launch of their first smartwatch which they named Tag Heuer Connected. The watch runs on the Android Wear operating system which is used by many smartwatch brands.