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.
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.