TAG Heuer's prestigious roots were started in 1860 by Edouard Heuer. Since then the name has become known for its technological innovation in precision timepieces, including stopwatches and water-resistant watches. The company has built a reputation for understanding design and innovation.

Company founder Edouard Heuer's efforts toward sports watches and chronographs date back to 1860. TAG Heuer has provided official timing services for a host of sporting events including the Olympic Games since the 1920s, FIA Formula 1 World Championship auto racing since 1969 and the FIS Ski World Cup since 1992.

TAG Heuer has developed partnerships with top-rated ski resorts in the French, Italian, Austrian and Swiss Alps, as well as Vail, Colorado.

TAG Heuer built the first automobile dashboard clock in 1911 and since then has cemented its relationship with auto racing. In U.S. Formula One, the name has been associated with many of the sport's luminaries: Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Michael Schumacher and, of course, perhaps the greatest talent of all - Ayrton Senna. And since 1986, TAG Heuer has been closely involved with the McLaren Formula 1 racing team.

TAG Heuer's prestigious roots were started in 1860 by Edouard Heuer. Since then the name has become known for its technological innovation in precision timepieces, including stopwatches and water-resistant watches. The company has built a reputation for understanding design and innovation.

Company founder Edouard Heuer's efforts toward sports watches and chronographs date back to 1860. TAG Heuer has provided official timing services for a host of sporting events including the Olympic Games since the 1920s, FIA Formula 1 World Championship auto racing since 1969 and the FIS Ski World Cup since 1992.

TAG Heuer has developed partnerships with top-rated ski resorts in the French, Italian, Austrian and Swiss Alps, as well as Vail, Colorado.

TAG Heuer built the first automobile dashboard clock in 1911 and since then has cemented its relationship with auto racing. In U.S. Formula One, the name has been associated with many of the sport's luminaries: Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Michael Schumacher and, of course, perhaps the greatest talent of all - Ayrton Senna. And since 1986, TAG Heuer has been closely involved with the McLaren Formula 1 racing team.