Tag Heuer

In 1860, an entrepreneurial young man founded his own watchmaking firm in Saint-Imier, the very heart of the horology industry. His name was Edouard Heuer.

At just 20 years of age, he revolutionised the art of watchmaking, breaking the rules along the way. Ever since, TAG Heuer has strived to push limits and defy convention in creating incredible watches and highly accurate chronometers.

The world of TAG Heuer is intimately linked with motor racing and mastery of the slenderest margins of time. But the brand's allure goes far beyond this. Jean-Claude Biver, CEO of TAG Heuer and President of LVMH's watch division, brings a fresh impetus to the brand by embracing new platforms that are compatible with the target markets of sport in general, as well as music and lifestyle, building on its “Swiss avant-garde since 1860” heritage.

All TAG Heuer ambassadors love challenges and risk-taking, sharing the anti-conformism of the firm’s founder. They are living legends who never crack under pressure and are constantly pushing themselves to the limit. #DontCrackUnderPressure is more than a slogan: it’s an ethos. The TAG Heuer ethos.