TAG Heuer is one of the leading watch manufacturers in the world and the fourth most important watch vendor in the wristwatch market. Its company motto "Swiss Avant-Garde Since 1860" characterizes the company's spirit, which is the fascination with excellence in design and advanced technology. Progress, precision and innovation always were the expression of the very core of TAG Heuer's philosophy.

It was in 1860, when Edouard Heuer established his first workshop in St. Imier, Switzerland.In 1869, Heuer invented and patented the first stem-winding system. In 1911, Heuer launched his first dashboard chronograph developed for automobiles called "Time of Trip". Five years later, Heuer patented Micrograph, the world's first wristwatch with chronometer function, capable of measuring 1/100th of a second. In 1920, for the first time, the company officially time-kept the Olympic Games competitions.

In 1933, Heuer introduced the Autavia, the dashboard timer used for automobiles and airplanes. Afterwards, the Monte Carlo and the Master-Time were launched. In the 1950-70s, Heuer timepieces were utterly popular in auto sport.

In 1992, TAG Heuer turned into the official timekeeper of Formula 1 races, that rose its status even more. The year 1999 brought important changes: the TAG Heuer company was purchased by the LVMH (Louis Vuitton Mo봠Hennessy S.A.), a leading luxury goods company.
TAG Heuer opened its first shop in New York in 2002. Two years later, TAG Heuer introduced its revolutionary Monaco V4 with a belt-driven movement, and a newly patented world's first chronometer, capable of measuring the 1/10,000th of a second.
At the same time, TAG Heuer introduced to the world its completely new haute couture collection, including the fine Diamond Fiction wristwatch, which has approximately 900 diamonds. It shows time by lighting an LED from behind of thousands of tiny diamonds. With that superb collection TAG Heuer attested to its ability of the luxury-oriented first class company.

To promote its watches TAG Heuer employed several brand ambassadors, among them: Tiger Woods, Brad Pitt, Maria Sharapova, Lewis Hamilton and others.

TAG Heuer has always been associated with sports, time keeping and especially with automobile racing. It was a time-keeper of a variety of mayor sports events, just to name a few: the Olympic Games, The Indianapolis 500-Mile Race, Indy Racing League competitions from 2004, Formula 1 World Championship, the Alpine Skiing World Cup competitions, and sailing and golf sports events.
 
The time-keeping experiences helped TAG Heuer to develop extremely reliable and precise watches and chronographs, satisfying the needs of the most demanding conditions in terms of precision and reliability.