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A short history of TAG Heuer

The origins of TAG Heuer

In 1860, in St-Imier in Switzerland, Edouard Heuer established Uhrenmanufaktur Heuer AG – the forerunner of the modern TAG Heuer. In 1985 Heuer was purchased by TAG Group Holdings S.A. and became TAG Heuer. Since 1985, the company has been referred to as TAG HeuerTAG stands for Techniques d’Avant Garde and Heuer stands for the family name of Heuer.

TAG Heuer is still a Swiss brand since it fulfills all the criteria for being Swiss: the movements are Swiss, the movements are manufactured and assembled in Switzerland, and the final inspection takes place in Switzerland.

Heuer is the first Swiss watchmaker in outer space!

In 1962, something truly spectacular happened in the world of luxury watches. Omega and Breitling are not the only Swiss watchmakers that have been to space. Heuer/TAG Heuer was actually the first Swiss watchmaker in space! In 1962, USA sent John Glenn to make the first manned American space flight. Mr Glenn was wearing a Heuer chronograph wristwatch.

Heuer launched a famous chronograph watch

In 1969, the luxury brand launched the Heuer Autavia which is a chronograph watch equipped with a GMT function. The blue and red bezel of the watch, and the mere fact that it’s equipped with a GMT function, does in fact indicate that Heuer got its inspiration from the famous Rolex GMT-Master. The old Rolex GMT-Master too has got a “Pepsi-dial”.

Heuer favored by legendary Hollywood actor

In 1970, the famous Hollywood actor Steve McQueen wore the famous Heuer Monaco in his movie Le Mans.

Heuer officially became TAG Heuer

In 1985, Heuer was purchased by TAG Group Holdings S.A., ceased to be called Heuer, and became known as TAG HeuerTAG stands for Techniques d’Avant Garde and Heuer stands for the family name of Heuer.

In 1989, the company became the official timekeeper for the Ski World Cup.

The luxury watch manufacturer launched the famous slogan “Don’t crack under pressure” in 1991.

LVMH (Louis Vuitton/Moët Hennessy) purchased TAG Heuer in 1999.

TAG Heuer released its world famous divers watch collection TAG Heuer Aquaracer in 2004.

Today, TAG Heuer is wholly owned by the French luxury goods conglomerate LVMH (Louis Vuitton/Moët Hennessy), and is based in La Chaux-de-Fonds, Switzerland.


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