TAG Heuer

The history of TAG Heuer began in 1860 when the young watchmaker Edouard Heuer set up his workshop in Saint-Imier. The company quickly gained recognition for its technical innovations in chronographs and timekeeping, including the 1916 Mikrograph, the world's first stopwatch capable of measuring hundredths of a second. During the 1960s and 1970s, Heuer further strengthened its close ties to the world of motorsport by launching models such as the Carrera, which was inspired by the Carrera Panamericana race, and Monaco, which was one of the first automatic chronographs to feature a square case. These iconic models remain central to the collection today, continually updated while retaining their distinctive design and high functionality. These are complemented by the Aquaracer diver's watch, the Connected smartwatch, and the Formula 1 collection