TAG Heuer

In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland.

Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges.

Our influence is enriched by our unique communication strategy based on three pillars: Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: the RedBull Racing Formula 1 team, the Monaco F1 Grand Prix, the Formula E Championship, the biggest football leagues in Europe, America and Asia, Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first Art Provocateur appointed by a brand, Alec Monopoly!

Watchonista Articles

Interview: Bianca Senna, Inspiring Change Through Ayrton Senna And TAG Heuer

Ayrton Senna is a well-known name to many people on this planet. He is arguably the most famous and consequential Brazilian ever. And, as one of the most renowned Formula One champions, he has been the face of TAG Heuer’s "Don't Crack Under Pressure" campaign since 1991. We recently met with his niece Bianca Senna, to talk about her uncle, the Senna brand, and TAG Heuer.

Vintage Heuer Chronographs – The Real Winner At Le Mans

Beyond the inherent absurdity of owning numerous watches, watch collectors engage in some unusual behaviors. One of these habits that appears abnormal to normal people is called “watch spotting.” For vintage chronograph collectors, the highest form of watch spotting occurs in racing movies.