Edouard Heuer, the 20-year-old son of a shoemaker, established Uhrenmanufaktur Heuer AG in 1860, in St-Imier, a municipality in the canton of Bern, in Switzerland. Right from the start, the brand has always been in the avant-garde of Swiss watchmaking.

In 1882, Heuer earned its first patent for a sophisticated chronograph mechanism, followed five years later by the invention of the “oscillating pinion”, still used in today’s mechanical chronographs.

Five generations and dozens of horological inventions stand between Edouard Heuer and Jack Heuer, the current TAG Heuer Honorary Chairman - the company changed its name to Tag Heuer in 1985, when Techniques d'Avant Garde (TAG), known for its high-tech products, acquired the Heuer company.

In keeping with its image as a luxury brand with an innovative spirit, Tag Heuer has long-standing links with the world of sport and Hollywood. It’s been the official timekeeper at three Summer Olympic Games, the Skiing World Championships, and the Formula One World Championships. Loved by sports stars, especially in motor racing, the brand also boasts A-list actors Brad Pitt, Matt Damon, and Leonardo DiCaprio among many who wear their watches.

Tag Heuer remains one of the most prestigious and well-respected watchmakers in the World, having consistently innovated in the field since the company first began creating timepieces over 160 years ago. If you’re looking to purchase a timepiece with real prestige and style, as well as a pioneering history, a watch from the Tag Heuer collection makes a great choice.