TAG Heuer watches purchase

In 1860, Edouard Heuer founded the watch manufacturer Heuer in the Swiss town of Saint-Imier. Initially, the Heuer company developed pocket watches, which very early on stood for precise craftsmanship. In 1864, Heuer moved the company to Brugg, and in 1867 to Biel in the canton of Bern, where it now traded as Heuer & Compagnie. The Heuer manufactory was characterized not only by the high precision of Heuer models, but also by technical innovations. In 1969, Heuer patented its crown-winding mechanism without a key and in the 1880s focused on pocket watches with a chronograph function. A Heuer chronograph quickly became part of horse and dog races as well as other sports. The chronograph was finally extended by Heuer in 1887 to include an oscillating drive, which could be used to trigger the start and stop function directly via a pusher. The spirit of innovation and the high quality standards meant that the company is still one of the most renowned manufacturers of sporty timepieces today. In the 1960s, Heuer watch models were an integral part of many racetracks and models such as the Monaco, Carrera and Autavia achieved cult status during this period. The Heuer Monaco, for example, was launched in 1969 and named after the Formula 1 race of the same name. The special feature of the luxury watch: the chronograph comes with a square case and has an automatic caliber for the first time. The model became famous because cult actor Steve McQueen wore the watch in the movie “Le Mans”. Since 1985, with the sale to the TAG Group, the luxury company has been called Tag Heuer. In 1999, Tag Heuer was in turn sold to the LMVH Group, which was able to expand the success of the luxury brand by focusing on the combination of tradition and innovation. From the Olympic Games to the World Ski Championships: Tag Heuer is not only involved in motor sports, but is also the official timekeeper at many other sporting events.