The company was established by Edouard Heuer in 1860, relying on two foundations, family leadership and technical innovation.
TAG Heuer was established in 1860 in Saint-Imier by Edouard Heuer. It was a time of technological advances and the demand for precise accuracy and detail was apparent across industries spanning from science to sports. Heuer designed and developed many remarkable pieces in his lifetime and the brand has embodied avant-garde, precision and bold style, that has marked the world history of the watch industry ever since.
Closely connected to motor racing, values of 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: High Performance, Mental Strength, Passion for Action and Swiss Avant-Garde.
the partnership between the watches of switzerland group and tag heuer
We have a strong partnership with TAG Heuer that began over 40 years ago, and we are proud to work in partnership on several TAG Heuer mono-brand boutiques across both the UK and US. In the last year, we launched seven new mono-brand boutiques: the Roosevelt Field Mall, Garden City, New York, the King of Prussia Mall in Pennsylvania and the Gardens Mall, Palm Beach Gardens, Florida. In the UK, we opened TAG Heuer mono-brand boutiques in Watford, Oxford, Kingston upon Thames and Cardiff.
We also partner with TAG Heuer on collaborative marketing activities in both the UK and US, including in-store installations, digital marketing and customer events.