TAG Heuer is one of the leading Swiss manufacturers of luxury and sports watches. This brand is well-known worldwide for high precision timepieces, combining exceptional quality and exquisite style. This brand also has historic ties with aviation and automobile sporting events, and has long been an official timekeeper for the Olympic Games, FIS Ski World Cup, FIA Formula 1 World Championship, and other major international competitions. TAG Heuer is admired by all for its timepieces, and by celebrities such as Daniel Craig, Leonardo DiCaprio, Pierce Brosnan, Brad Pitt, Maria Sharapova, and Uma Thurman. Discover TAG Heuer’s history and learn more about one of the legendary watchmaking manufacturers.
The Heuer brand was founded in 1860 by Edouard Heuer in Saint-Imier, Canton of Bern. The company quickly developed, and became one of the most qualitative manufacturers of reliable timepieces in the world. Within four years of its founding, the company moved to Biel. Over the years, the company continually achieved remarkable technological advances, as an innovator of new technology in watchmaking production. In 1882, Edouard Heuer patented his first chronograph. In 1911, the company received a patent for the first dashboard chronograph for automobiles called the “Time of Trip”. In 1914, Heuer released its first wrist chronograph, and in 1916, Heuer introduced the “Micrograph”, the most accurate stopwatch at the time, capable of measuring 1/100th of a second. Heuer chronographs were used at the 1920, 1924 and 1928 Olympic Games.
In the 1930’s, the company began producing chronographs specially designed for pilots. In 1933, Heuer introduced the “Autavia”, a dashboard timer used for automobiles and airplanes. Soon afterwards, Heuer began making chronographs for the German Air Force, as well as developing their own line of wristwatches. In 1950, the company presented the “Seafarer” to the world as the first chronograph, with a tide level indicator and dial for regattas. Between the 1950’s and70’s, Heuer’s timepieces became popular with auto racing, and special editions of Heuer chronographs were issued forthe Indianapolis 500 and Formula 1 competitions. In 1971, automaker Ferrari chose Heuer as the official timekeeper for Team Ferrari.
In 1962, Heuer became the first Swiss watchmaker in space. John Glenn made the first American space flight with a Heuer stopwatch. Heuer’s first automatic chronographs were the Autavia, Carrera and Monaco. Heuer again was chosen as the official timekeeper for the 1980 Olympic Games in Lake Placid and Moscow. In 1985, Heuer was bought by Techniques d’Avant Garde (TAG), manufacturers of the ceramic turbochargers for Formula 1 cars. The newly named company, TAG Heuer, became the official timekeeper for Formula 1 racing. In 1999, TAG Heuer was acquired by LVMH, a leading luxury goods company. In 2005, the company introduced the “Caliber 360”, the first mechanical wristwatch chronograph with a timekeeping accuracy of 1/100 second.
TAG Heuer continues to be one of the most innovative and successful watchmakers in the world. If you want to know more details about TAG Heuer’s history, you can visit its museum in La Chaux-de-Fonds (opened in 2008). The museum displays technological innovations that have been applied to sports timekeeping and wristwatches, as well as the legendary watches and images of its iconic ambassadors.