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TAG Heuer

TAG Heuer

TAG Heuer is a swiss luxury watchmaker founded in 1860.

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.



In 1869, Edouard Heuer changed the course of watchmaking with his first patent, covering a crown-operated, keyless winding system. This new winding crown replaced the separate key that had been required to wind a watch, and proved to be a popular innovation.

The third location came in 1867, when Edouard Heuer moved his company to the town of Bienne, in the canton of Bern. The company would remain in Bienne for well over 100 years.
Edouard Heuer moved the company to Brugg, where it operated under the name Edouard Heuer & Compagnie

At age 20, Edouard Heuer opened his watch making shop in the family farm, at Saint-Imier, producing pocket watches, mostly in silver


Further Resources



Ron Amadeo
July 14, 2021
Ars Technica
Under the Mario theme, this is a dog-slow Wear OS device that will be obsolete soon.
July 13, 2021
The Indian Express
Tag Heuer has made a Super Mario-themed smartwatch, which will cost you $2,150.
July 11, 2021
The Indian Express
Here's all we know about the Super Mario watch that the brands have been collaborating on, which is set to officially unveil on July 13.
July 10, 2021
HT Tech
Super Mario fans have something really cool to look forward to! There is a limited edition Super Mario watch that Tag Heuer's launching next week.
July 10, 2021
HT Tech
Super Mario fans have something really cool to look forward to! There is a limited edition Super Mario watch that Tag Heuer's launching next week.


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