The Tag Heuer story starts out as the Heuer story in 1860 when Edouard Heuer founded his watch making workshop in St Imier, Switzerland. Heuer has long been associated with various sporting activities, including car racing, sailing, snow skiing etc... Heuer has been one of the companies leading the watch making industry forward, its credits include :-

• 1882 patent for first chronograph
• 1916 first chronograph measuring 100ths of a second
• 1969 first automatic chronograph with microrotar
• 1983 first analog display quartz chronograph
• 1998 Kirium Ti5 in grade 5 Titanium and Carbon

All of these impressive feats are a result of the continued pursuit of Edouard Heuers original aim Taking Time Measurement to Greater Heights.

Tag Heuer probably gets its greatest exposure from its official time keeping role for the formula 1 car racing, which it has been doing since 1969. The Heuer brand has been heavily involved in car racing since 1911 when it introduced the first dashboard chronograph for an automobile.

The name Tag Heuer was created in 1985 when Heuer watches became part of the Tag group.