Established in 1860 by Edouard Heuer, TAG Heuer has achieved a prominent position in the watch industry. In 1887, Heuer patented the oscillating pinion, a significant advancement in chronograph mechanisms. The brand’s connection with motorsports began in the early 20th century, and in 1911, Heuer released the Time of Trip, the first dashboard chronograph for automobiles. Throughout the 20th century, TAG Heuer’s commitment to precision and innovation was evident with the launch of the Carrera, Monaco, and Autavia models. Notably, the brand introduced the Calibre 11, one of the world’s first automatic chronographs, in 1969.

In 1985, TAG Group acquired a majority stake, leading to the formation of TAG Heuer. The brand continued to embrace its motorsport heritage, collaborating with Formula 1 and other racing events. TAG Heuer’s logo, comprised of its name and emblem, exhibits a refined yet modern aesthetic. The emblem’s blend of letters, evoking a shield, exemplifies the brand’s prestige and performance ethos.