Mastering challenges

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.


  • TAG Heuer Carrera

    TAG Heuer Carrera

    New editions serve to enrich the collection. Whether vintage-inspired or the signature chrono model Carrera Heuer 01, every timepiece is part of the legend. To be worn in relaxed or formal manner, depending on your mood!

  • TAG Heuer Connected

    TAG Heuer Connected

    The TAG Heuer Connected Watch with Intel Inside is a luxury watch that benefits from over 150 years of Swiss expertise, savoir-faire and heritage as cultivated by TAG Heuer.

  • TAG Heuer Aquaracer

    TAG Heuer Aquaracer

    In 1892, Edouard Heuer filed the first patent for a watertight case in the history of watchmaking. It was an immediate success. The Aquaracer has continued to evolve, developing into the perfect timepiece for all kinds of extreme conditions, not just diving and other seafaring activities.

  • TAG Heuer Formula 1

    TAG Heuer Formula 1

    Created in 1987 and inspired by Formula 1, this timepiece's laid-back aesthetic has since been widely adopted beyond the paddock! Clubbers, hipsters, thrill-seekers and sports fanatics alike are drawn to its bold design.

  • TAG Heuer Monaco

    TAG Heuer Monaco

    Launched in 1969, the Heuer Monaco was the first square, water-resistant automatic chronograph watch in the history of Swiss watchmaking. The watch represents a complete break from the aesthetic codes of traditional watchmaking, with its large square case, metallic blue dial and bright red minute hand.

Discover the collections

Tag Heuer is available in our boutiques in Lucerne, Geneva, Berne, Lugano, St. Moritz & Basel or upon appointment.