Tag Heuer History

1860, Founded by Edouard Heuer at Saint-Imier, TAG Heuer has been at the avant-garde of Swiss watch making for 145 years, producing sports watches and chronographs of superlative design and precision that are among the most prestigious and iconic items in the worldwide watch market.

From the first patent for a chronograph mechanism in 1882, to the patent of the oscillating pinion in 1887, from the first chronograph measuring 100ths of a second in 1916, to the first Microtimer at 1/1000th of the second in 1966, not forgetting the first automatic chronograph with a chronomatic caliber 11 with microrotor in 1969, Heuer wrote some of the greatest chapters in watch making history.

Currently the fourth luxury watch brand overall, the brand's intense engagement in Formula One as the Corporate Partner and Official Timekeeper of the Team McLaren Mercedes, Golf with Tiger Woods, sailing, and skiing, and its new role from 2004 as Official Timekeeper of Indy Racing League and of the legendary Indy 500 race, is the driving force behind its commitment to creating the most precise measuring instruments and sports-inspired timepieces ever made.

2004, TAG Heuer has celebrated the 40th anniversary of its legendary timepiece, the Carrera, and has confirmed its position of leader of the watch making industry by launching two innovative products: the SLR Chronograph, and the Monaco V4 Concept Watch, the first design-integrated mechanical movement truly of the third millennium. A revolutionary timepiece which has been recognised by the international press and by watch making world as the star of Basel Fair 2004.

2005, TAG Heuer announces superstars Uma Thurman, Brad Pitt and Juan Pablo Montoya as its new 2005 global ambassadors.