The company was established by Edouard Heuer in 1860, relying on two foundations, family leadership and technical innovation.
#DontCrackUnderPressure is far more than a claim - it is a mindset. Closely connected to motor racing, values of daring pioneering spirit and boldness shape the identity of TAG Heuer watches. Its rich heritage is built on pushing boundaries and breaking rules. All while harnessing mental strength to overcome technology restraints to create daring watches and chronographs. Breaking watchmaking conventions means that TAG Heuer watches master time with unparalleled precision. TAG Heuer's motor racing DNA, reflects its core values of teamwork, mental strength, courage and ambition.
We have a strong partnership with TAG Heuer that began over 40 years ago and we are proud to work in partnership on TAG Heuer mono-brand boutiques.