TAG Heuer, founded in 1860 by Edouard Heuer in the Swiss Jura mountains, is a luxury watch brand part of LVMH Moët Hennessey Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chaux-de-Fonds, Switzerland with four production sites, TAG Heuer has 1470 employees and is active in 139 countries. TAG Heuer products are available online on the watchmaker’s website and at 160 boutiques and 3500 points of sale worldwide. The company is led by Stéphane Bianchi, CEO of the LVMH Watchmaking Division and CEO of TAG Heuer.
For 160 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, the first luxury smartwatch in 2015, and the ground-breaking Isograph technology in 2019 made possible through a unique collaboration with the TAG Heuer Institute. Today, the brand’s core collection is made up of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is complete with the contemporary Link, Aquaracer, Formula 1 and Connected lines.
Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors which express the brand’s passion for action and high performance. These include the Formula E World Championship, of which the brand is a founding partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix, the World Endurance Championships, the Indianapolis 500, legends Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de Minaur, Frances Tiafoe, Denis Shapovalov, Felix Auger Aliassime or surfer Kai Lenny among others.