Sign In


Heuer (presently TAG Heuer S.A.) is a Swiss luxury watchmaker that designs, manufactures, and markets watch and fashion accessories, as well as eyewear and mobile phones manufactured under license by other companies and carrying the TAG Heuer brand name. The company began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St. Imier, Switzerland. The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname. In 1985, TAG Group purchased a majority stake in the company, forming TAG Heuer. In 1999, French luxury good conglomerate LVMH bought nearly 100 percent of the Swiss company. Currently based in La Chaux-de-Fonds, the company also maintains a watchmaking workshop in Cornol, Switzerland. It is led by CEO Frédéric Arnault, while Jack Heuer, the great-grandson of the founder, is the honorary chairman. The relationship between sports and the brand is a long one, in fact from its inception in 1860, Heuer was dedicating chronographs and sports instruments, directing his watchmaking effort toward performance and improving chronograph mechanism. The Heuer company introduce the first "MICROPGRAPH" in 1916 that measured time to the nearest 1/100th of a second for which it has also obtained a patent. With such a high level of precision, this invention sparked a new dimension in sports and sealed the brand's intimate association with sporting events often acting as the official timekeeper. Internationally recognised as the leader in prestige sports watches, Tag Heuer is known for its precision time-keeping devices and distinctive styling with a philosophy dedicated to cutting-edge design, innovation, and strategy that propelled the brand to the forefront of consumer demand.

Past Auctions