Founded in 1860 by Edouard Heuer, TAG Heuer started life as a small watchmaking shop in Switzerland, designing luxury silver pocket watches. In the 170 years since, TAG Heuer has gone on to be one of the biggest Swiss watch brands in the world, worn by some of the most famous and influential people on the planet, including Matt Damon, Tom Brady and Barack Obama.
TAG Heuer aren’t just pioneers of style – they’re also kings of innovation. Originally founded as just Heuer, the brand’s exceptional chronographs were quickly adopted in motor racing. By 1914, the company had released its first wrist-worn chronograph, with an accuracy of 1/100th of a second. After cementing themselves as the go-to brand for motorsport throughout the 20th century, Heuer joined forces with TAG (Techniques d'Avant Garde), the manufacturing company used by Formula 1, to form TAG Heuer in 1985.