About TAG Heuer
TAG Heuer (pronounced: tag-hoyer; tag-oyer in some accents) is a Swiss watchmaker known for its sports watches and chronographs. It is a division of leading luxury goods company LVMH. The company motto is “Swiss Avant-Garde Since 1860”.
Edouard Heuer founded a watchmaking company in 1860. TAG Heuer was formed in 1985 when TAG (Techniques d’Avant Garde), manufacturers of high-tech items for Formula 1 cars acquired Heuer, which was already a renowned watchmaker specializing in racing chronographs. Together they became a big name in Swiss watches.