1860, Saint-Imier at the very heart of the birthplace of watchmaking. A young ambitious watchmaker decides to found his own brand. His name: Edouard Heuer. At just 20 years old, he was to revolutionize the watchmaking industry by breaking away from the established rules. Ever since that time, TAG Heuer’s vocation has been to push back the boundaries and defy convention to invent incredible watches and chronographs of extreme precision. The invention of the oscillating pinion in 1887 exemplified this spirit, streamlining the chronograph’s design and enhancing its responsiveness—a principle that underpins our engineering philosophy even today. Then came the 1916 Mikrograph, the first stopwatch accurate to 1/100th of a second, cementing TAG Heuer's reputation as the precision timekeeper in competitive sports. Indeed, the world of TAG Heuer is intimately linked to motor racing and the division of time into infinitely small units, but its aura extends well beyond this arena. Capturing TAG Heuer’s ethos, our prominent partnerships and brand ambassadors express the brand’s passion for action and high performance. These include the Oracle Red Bull Racing Formula 1 Team, the TAG Heuer Porsche Formula E Team, the Formula 1 Monaco Grand Prix and Monaco Grand Prix Historique, the World Endurance Championships and the Indianapolis 500. As for TAG Heuer ambassadors, they all share the ability to stand up to pressure, constantly pushing their limits. This illustrious group includes motorsport legends Ayrton Senna and Steve McQueen, Hollywood icons Ryan Gosling, Patrick Dempsey, Alexandra Daddario, and Wi Ha Jun, and tennis stars Naomi Osaka, Felix Auger-Aliassime and Petra Kvitovà. The brand's spirit of adventure is further represented by big wave surfers Kai Lenny and Maya Gabeira, alongside rising athletes such as Sydney McLaughlin-Levrone, Fred Kerley, Summer McIntosh, and Sky Brown.
