Edouard Heuer, at the tender age of twenty, established his “Edouard Heuer, Fabrique d’Horlogerie” in Saint-Imier, in the Swiss Jura. TAG Heuer didn’t become the company’s name until 1985, after a series of other iterations.

TAG Heuer has made significant contributions to Swiss watchmaking, beginning with the oscillating pinion in 1887 and continuing with the Mikrogirder in 2012. The company’s consistent expansion resulted in the appointment of Henri Freund & Bros. as the exclusive distributor for the American market in 1910, and it also resulted in the introduction of many new products during that decade.

TAG Heuer is widely recognized as a benchmark for cutting-edge sports watches thanks to the company’s 145 years of continuous innovation and industry leadership. The chronograph watches manufactured by Tag Heuer are among the brand’s most recognizable products. The brand’s primary focus and area of excellence is racing. Tag Heuer’s Carrera and Monaco chronograph racing collections are the company’s most recognizable offerings. Later in this piece, we’ll delve deeper into the specifics of both of these archives.