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TAG Heuer

TAG Heuer started life as the Heuer Watch Company that was founded by Edouard Heuer in 1860 and became a specialist in the field of timing sporting events. The brand produced the first dashboard stopwatch for race cars called the Autavia.

In 1985, the Heuer Watch Company was acquired by TAG Group (Holdings) S.A. and became TAG Heuer. The company is appreciated for its sports chronographs with collections such as the Autavia, Carrera, and Monaco. It was also one of the first luxury Swiss watch brands to develop a connected watch. The brand is part of the LVMH Group.

Five interesting facts about TAG Heuer

  • In 1916 Charles-Auguste Heuer presented his Mikrograph, the first mechanical stopwatch capable of measuring the 1/100th of a second.
  • A TAG Heuer timepiece was the very first watch to go into space when, in 1962, John Glenn orbited the Earth wearing a Heuer 2915A stopwatch on his wrist on top of his spacesuit. This was in preparation for the moon landing.
  • Edouard Heuer’s grandson, Jack Heuer, who is credited for associating the brand with motorsport in the 1970s, still works for the company as an ambassador.
  • Steve McQueen made the Heuer Monaco famous when he wore it in the 1971 film Le Mans.
  • TAG Heuer’s Connected Golf Edition allows golfers to track and improve their game from their watch with interactive maps, club recommendations, warnings about upcoming hazards, and more.

Brand ID Card

Established: 1860
Company status: Public limited company, a branch of LVMH Swiss Manufactures SA
Senior Management: Frédéric Arnault, CEO of the LVMH Watch Division and CEO of TAG Heuer
Number of employees: 1,400
Flagship collections: TAG Heuer Carrera, Monaco
Bestseller: TAG Heuer Carrera collection
Retail prices in USD: From USD 1,650 to 6,950
Annual production: Undisclosed

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