Established in 1860 by Edouard Heuer, the brand was then named Uhrenmanufaktur Heuer AG. It wasn’t until 1985 when the TAG Group purchased a majority share in the company that the TAG Heuer brand we know today was formed. The brand has enjoyed a vibrant relationship with motorsport and this continues today with its long-lasting sponsorship of Formula One. With its contemporary design philosophy, TAG Heuer appeals to watch enthusiasts of all ages.

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