TAG Heuer

Founded as Heuer in 1860 in Switzerland by Edouard Heuer, the brand initially produced silver pocket watches. After perfecting a crown operated keyless winding system in 1869, in 1887, Heuer improved the oscillating pinion, which allowed the chronograph to start and stop instantly with the push of a button. Establishing a solid place for themselves in the field of sports timing, the brand supplied their chronographs for the Olympic Games in 1920, and developed iconic timing pocketwatches like the Mikrograph and Microsplit. The chronograph became the brand’s cornerstone – in 1969, Heuer, along with Breitling, Hamilton, and Buren, introduced the world’s first automatic chronograph. This legacy continues even today with TAG Heuer currently serving as the official timekeeper for Formula 1 races. Heuer merged with the business group TAG (Techniques d’Avant Garde) in 1985, forming the brand TAG Heuer. Its popular collections today include the Monaco, Carrera, Autavia, Aquaracer, and Formula 1.