TAG Heuer watches: A company passionate about precision

In 1882, Edouard Heuer founded a watchmaking workshop in a village in the Swiss Jura region called St-Imier, Switzerland, a time and place where many fine timepiece makers were emerging. This area soon became an international reference for sports as well as prestigious watches. The brand, in fact, was based on a passion for sports.

Heuer began working on quality innovations early on, and patented his first chronograph inventions in 1887, including the famous "oscillating pinion," a timepiece still used by major watchmakers for mechanical chronographs. Continuing to innovate rapidly, in 1911 Heuer released the first automobile dashboard chronograph and in 1916 he invented the first stopwatch, the MICROGRAPH, which was accurate to 1/100th of a second.

Heuer has made its mark in the sports arena over and over again since its beginnings. In the 1920's Heuer was the timekeeper for the Antwerp, Paris, and Amsterdam Olympics. Heuer showed up in the sports arena again in 1933 when it launched the AUTAVIA, the first dashboard stopwatch for racing cars.

Continuing to stay ahead of technology, Heuer launched the MAREOGRAPH, or SEAFARER, in 1950, with a tide indicator and chronograph functions. And there seemed to be no end to the inventions Heuer came up with, the company continued to produce technological firsts. In 1966 they patented the MICROTIMER, the first miniaturized electronic timekeepiong instrument, accurate to 1/1000th of a second. And in 1969 they launched the MONACO featuring the CHRONOMATIC, the first automatic chronograph movement with microrotor. Also, in 1975 Heuer launched the CHRONOSPLIT, the world's first quartz wrist-chronograph.

The "TAG" came along in 1985 when Heuer joined the Techniques d'Avant-Garde group. The company focused in on style and only two years later, TAG Heuer created the S/el (sport/elegance) Series - a leisure watch with a revolutionary, stylish design.

The company continued to receive many praises over the years and has continued to be about precision, reliability, and aesthetics. Edouard Heuer was passionate about precision and his mastery is reflected in his impressive number of patents. That is why the TAG Heuer philosophy is symbolized by the slogan “Swiss Avant-Garde since 1860.”

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