TAG Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company started as Uhernmanufaktur Heuer AG (Heuer Watchmaking Inc.), and was acquired by Luxembourg-based conglomerate, TAG Group, in 1985. The brand TAG Heuer is an amalgamation of the founder’s surname and the TAG company name, which is short for ‘Techniques d’Avant Garde’. In 1999, luxury conglomerate LVMH took over the brand and is now helmed by Jean-Claude Biver.
TAG Heuer is synonymous with sports timekeeping. Since the late 19th century, the company introduced a number of pioneering innovations, including chronographs for both instrument panel dashboards and wrists, the first stopwatches accurate to 1/100th of a second, the first automatic chronographs, and the belt-driven Calibre V movement.
TAG Heuer is also very active in sports partnerships. It is the official timekeeper and watch of the English Premier League, as well as one of its best-supported clubs, Manchester United; the German Bundesliga; the Red Bull Racing Formula 1 Team; FIA World Touring Car Championship, amongst others.
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Chris Hemsworth, Cristiano Ronaldo, Claudio Ranieri, G.E.M, David Guetta, Cara Delevigne, Nervo
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