TAG Heuer started its journey in the market of luxury watches when 20 year-old Edouard Heuer founded his timepiece workshop in 1860 in St-Imier, Switzerland. Embracing the motto "Swiss Avant-Garde Since 1860", Heuer dreamt of making watches with prestige, performance, avant-garde technology and absolute reliability. Based on these key words in mind, the Heuer company managed to find its fame in the sports world.
Innovations after innovations
9 years after he founded the company, Heuer patented one of the first crown-winding mechanisms for pocket watches. Another patent was registered in 1882 when he innovated his first chronograph. 5 years later ‘oscillating pinion' was patented. It was a key improvement in the chronograph industry since it gave more precise mechanical measurement of time. This mechanical chronograph is still being used by major Switch watch brands today.
In 1895 TAG Heuer water-resistant case was patented. It was one of the first water-resistant pocket watches invented at the time. Later in 1911, the company registered "Time of Trip" chronograph, the first car dashboard timepiece ever made.
1916 marked the moment when Heuer created a stopwatch called MICROGRAPH that featured accuracy within 1/100th of a second. Then in 1965 the company discovered MICROTIMER, the first miniature electronic timekeeping tool with accuracy within 1/1000th per second.
Awards after awards
In 1889, the Heuer Company won a silver medal for its collection of pocket watches during the Universal Exhibition in Paris, France.
After a long absence, a TAG Heuer watch received another prize from the iF product design award in Leisure/Lifestyle category for the Professional Golf Watch in 2006. The winning professional golf watch where the making process involved Tiger Woods – an American professional golfer – was lightweight and constructed of titanium.
Then a year after, TAG Heuer's Monaco Calibre 360 LS Concept Chronograph won a place at the same annual award event in Hanover, Germany, after beating the other 2,200 timepieces coming from a total of 35 different countries.
Sports after sports
Heuer watches are well-known in the sports community and are a part of major sports events in the world. To name some, the Olympic Games, the Indianapolis 500-Mile Race, Indy Racing League competitions since 2004, Formula 1 World Championship, etc.
These time keeping experiences TAG Heuer got helped it gain the confidence among the sports community as a watch manufacturer that is able to provide extremely reliable and precise watches and chronographs. This can be proven from their successful launches of Autavia (the first dashboard stopwatch used in race-cars in 1933), Mareograph – Seafarer (1950 - a wristwatch with chronograph functions and tide indicator, perfect for water sports use), and Carrera chronograph which was named after the Carrera Pan-America Mexico road-race. TAG Heuer was also named the official timekeeper of the three Summer Olympic Games in the 1920s and the Formula 1 World Championships.
The Heuer Company became TAG-Heuer when it joined TAG (Techniques d'Avant Garde) group in 1985. TAG had a reputation as a company that had crafted high-tech quality items. With the collaboration with LVMH (Louis Vuitton Moët Hennessy), SA on September 13, 1999, TAG-Heuer achieved a status as one of the most fashionable watch manufacturer.