TAG Heuer

The company was founded in 1860 by Edouard Heuer in Saint-Imier, in the Swiss Jura, and built its reputation on timing. Heuer patented a chronograph in 1882 and in 1887 the oscillating pinion, a coupling mechanism still used in chronograph movements today. The 1916 Mikrograph measured to 1/100 of a second, and Heuer stopwatches served at the Olympic Games of the 1920s. In 1969 Heuer, with Breitling, Hamilton-Büren and Dubois Dépraz, introduced the Calibre 11, one of the first automatic chronograph movements, fitted to the square-cased Monaco.

Jack Heuer, the founder's great-grandson, shaped the motor-racing era with the Autavia (1962) and Carrera (1963), and the Monaco became known on Steve McQueen's wrist in the film Le Mans (1971). After the quartz crisis, Techniques d'Avant Garde acquired a majority stake in 1985 and the brand became TAG Heuer. LVMH bought it in 1999. Based in La Chaux-de-Fonds, TAG Heuer today produces the Carrera, Monaco, Aquaracer, Formula 1 and Connected lines and returned as official timekeeper of Formula 1 in 2025.