TAG Heuer traces its origins to 1860, when Edouard Heuer opened his watchmaking shop in Saint-Imier, Switzerland. The brand’s history page says the company was built on family leadership and technical innovation. It records Jack Heuer joining Ed. Heuer & Co. S.A. in 1958 as the fourth-generation leader of the family business. The same history states that the company came under the ownership of the Techniques d’Avant-Garde group in the mid-1980s and that LVMH acquired TAG Heuer in 1999.
The site documents several technical milestones. In 1869, Edouard Heuer received a patent for a crown-operated, keyless winding system. In 1887, Heuer patented an improved oscillating pinion for chronographs. TAG Heuer’s history page also says Heuer introduced the world’s first automatic chronographs in 1969 with the Autavia, Heuer Carrera, and Monaco models. Later milestones on the site include the 2004 Monaco V4 concept watch, the 2010 launch of the Calibre 1887 as the brand’s first in-house chronograph movement, and the November 2015 introduction of the TAG Heuer Connected as the first Swiss luxury smartwatch.
Collections shown on the site include TAG Heuer Carrera, TAG Heuer Formula 1, TAG Heuer Aquaracer, TAG Heuer Connected, TAG Heuer Monaco, and TAG Heuer Link. The history page ties several of these lines to specific moments in the brand’s development, including the Carrera in 1963, the Monaco in 1969, and the Formula 1 in 1986.
TAG Heuer’s 2024 RJC annual review says the TAG Heuer Branch of LVMH Swiss Manufactures SA has headquarters and factories in Switzerland and around twenty subsidiaries worldwide. The same report says that, as of the end of 2024, TAG Heuer had a network of 100 boutiques worldwide.
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