TAG Heuer S.A. (/ˌtæɡ ˈhɔɪ.ər/ TAG HOY-ər) is a Swiss luxury manufacturing company that designs, manufactures and markets watches and fashion accessories, as well as eyewear and mobile phones manufactured under license by other companies and carrying the Tag Heuer brand name.

TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1985 TAG Group purchased a majority stake in the company, forming TAG Heuer.^[1] In 1999 French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company.^[1]

The name TAG Heuer combines the initials of “Techniques d’Avant Garde” and the founder’s surname.

Watches

TAG Heuer’s current lines include Formula One, Aquaracer, Link, Carrera, Monaco, Connected, Autavia, and Heuer Heritage.

Some of the more recently^[when?] announced models include the Monaco V4 (the movement of which is driven by belts rather than gears);^[17] the Carrera Calibre 360 (the first mechanical wrist chronograph to measure and display time to 1/100 of a second^[18]) and the Monaco 69 (with both a digital chronograph accurate to a millisecond and a traditional mechanical movement, with a hinged mechanism allowing wearers to flip the watch between its two separate dials).^[19]

London-based Christoph Behling has been the lead designer for TAG Heuer since 2004. The collaboration has resulted in some of the brand’s most celebrated pieces including the world’s fastest chronograph, the Mikrogirder 1/2000th, launched in 2012.[1]

Many TAG Heuer watches feature chronographs. In January 2011 TAG Heuer announced the new Carrera Mikrograph,^[20] the first TAG Heuer to use the in-house Mikrograph movement, which is accurate to 1/100 of a second. Additionally, TAG Heuer has also released the limited edition Carrera MP4-12C to commemorate the launch of the McLaren MP4-12C supercar. TAG Heuer has been a partner of the McLaren F1 team for over 26 years.^[21]

At the Basel 2011 show in March 2011, TAG Heuer announced the Mikrotimer Flying 1000, a concept mechanical watch capable of accuracy of 1/1000 of a second—ten times faster than the Mikrograph.^[22]

This mark was superseded in January 2012 with the Mikrogirder model, precise to 5/10,000ths of a second.^[23]

Other products

Morez, France-based Groupe Logo manufactures TAG Heuer-branded eyewear under a licence acquired in 2002.^[24]

Paris, France-based ModeLabs Group manufactures TAG Heuer-branded mobile phone under licence. ModeLabs acquired the license in late-2007 and marketed the first TAG Heuer branded mobile phone in late 2008.^[25]

The company also markets a line of men’s accessories including wallets, belts, bags, jackets, bracelets, and cuff-links.