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TAG Heuer S.A. (/ˌtæɡ ˈhɔɪ.ər/ TAG HOY-ər) is a Swiss luxury watchmaker that designs, manufactures and markets watches and fashion accessories, as well as eyewear and mobile phones manufactured under license by other companies and carrying the TAG Heuer brand name.
The company began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1985, TAG Group purchased a majority stake in the company, forming TAG Heuer. In 1999, French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company.
The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname.
TAG Heuer is based in La Chaux-de-Fonds, Switzerland, and is led by CEO Frédéric Arnault. Jack Heuer, the great-grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland, and a watchmaking factory in La Chaux-de-Fonds. The TAG Heuer slogan is "Swiss Avant-Garde Since 1860".
A company slogan of TAG Heuer is "Don't Crack Under Pressure". The slogan was originally introduced in 1991.
TAG Heuer's current lines include Formula One, Aquaracer, Link, Carrera, Monaco, Connected, Autavia, and Heuer Heritage.
Other products
Morez, France-based Groupe Logo manufactures TAG Heuer-branded eyewear under a licence acquired in 2002.
Paris, France-based ModeLabs Group manufactures TAG Heuer-branded mobile phone under licence. ModeLabs acquired the license in late-2007 and marketed the first TAG Heuer branded mobile phone in late 2008.
The company also markets a line of men's accessories including wallets, belts, bags, jackets, bracelets, and cuff-links.
TAG Heuer has been the official timekeeper of the three Summer Olympic Games of the 1920s, the Skiing World Championships, the Formula One World Championships and has developed a watch for the McLaren F1 team.
Heuer was the official timepiece of the Ferrari F1 team in the 1970s and McLaren from the 1980s until 2015. TAG Heuer is the official time keeper and sponsor of La Liga, Bundesliga, Ligue 1, Serie A, J1 League, and Major League Soccer.
From 2017 to 2020, TAG Heuer was the official timekeeper for Gran Turismo Sport, a racing video game that was released on PlayStation 4.
TAG Heuer is official partner of Red Bull Racing. TAG, now known as TAG Group which is no longer affiliated with TAG Heuer, sponsored Formula One team Williams during the early 1980s. TAG also gave its name to the Porsche engines used by the McLaren Formula One team from 1983 through 1987. TAG Group continues to hold a stake in McLaren.
