TAG Heuer
La Chaux-de-Fonds, Switzerland · Est. 1860
Founded by Edouard Heuer
TAG Heuer was founded in Saint-Imier in 1860 by Édouard Heuer and became synonymous with precision sports timing, producing chronographs for Formula 1 and the Olympics. Now part of LVMH, the brand is known for the Carrera, Monaco, and Link collections, and for pioneering the concept of mechanical micro-timer movements.
- Founded
- 1860
- Headquarters
- La Chaux-de-Fonds, Switzerland
- Group
- LVMH
- Price Segment
- Luxury
- Status
- Active
Key Collections
- Carrera — Iconic racing chronograph launched in 1963, designed for motorsport with a clean, legible layout. Now the brand's flagship, available from quartz to tourbillon.
- Monaco — Revolutionary square-cased chronograph launched in 1969 — the world's first automatic chronograph and Steve McQueen's watch in the film Le Mans.
- Aquaracer — Professional diving collection with 300m water resistance, designed for aquatic sports with rotating bezels and robust construction.
- Formula 1 — Entry-level collection inspired by F1 racing, offering accessible Swiss-made sport watches with bold, colourful designs.
- Connected — Luxury smartwatch combining TAG Heuer's design language with Wear OS technology, bridging traditional watchmaking and connected technology.
Timeline
- 1860 — Edouard Heuer founds the Uhrenmanufaktur Heuer AG in St-Imier, Switzerland.
- 1916 — Patents the Micrograph, the first stopwatch accurate to 1/100th of a second — a breakthrough in sports timing.
- 1963 — Launch of the Carrera, designed by Jack Heuer and inspired by the Carrera Panamericana road race.
- 1969 — The Monaco debuts with Calibre 11, one of the first automatic chronograph movements, co-developed with Breitling, Buren, and Dubois Dépraz.
- 1985 — TAG Group acquires Heuer, renaming it TAG Heuer.
- 1999 — LVMH acquires TAG Heuer, integrating it into the luxury group's watch portfolio.
- 2015 — Launches the TAG Heuer Connected, the first Swiss luxury smartwatch.
- 2025 — Replaces Rolex as official timekeeper of Formula 1 under a new 10-year partnership with Liberty Media, reclaiming a role TAG Heuer held from 1992 to 2003.
- 2026 — Béatrice Goasglas appointed CEO effective May 2026 — the first woman to lead TAG Heuer in its 166-year history, succeeding Antoine Pin.
Frequently Asked Questions about TAG Heuer
- What does TAG stand for?
- TAG stands for Techniques d'Avant Garde, a holding company that acquired Heuer in 1985. The combined name TAG Heuer has been used since.
- Who owns TAG Heuer?
- TAG Heuer has been owned by LVMH (Moët Hennessy Louis Vuitton) since 1999, alongside Hublot, Zenith, and other luxury watch brands.