The company was founded in Saint-Imier, Switzerland, in 1860 by Edouard Heuer, who was 20 at the time. The precision and durability of models made of high-performance materials and featuring cutting-edge mechanical movements immediately became the foundation of the brand. Heuer will become firmly established in the chronometry industry, particularly the automotive chronometry. The business created the first sports chronometers with precision down to the hundredth of a second. It is still sold under the Heuer label in 1985, but the TAG group, or Techniques d'avant-garde, buys it and gives it its present name. This purchase offers the business a fresh boost. After a favourable takeover proposal fourteen years later, the LVMH Group purchased Tag Heuer, elevating it to the position of fourth-largest brand in the high-end wristwatch industry. TAG Heuer is the undisputed leader in cutting-edge sports watches thanks to its more than 150 years of watchmaking expertise and technological advancements. The company continues to uphold its commitment to innovation, excellence, and performance by pushing the envelope and fusing cutting-edge technologies with watchmaking expertise. All the lines combine technology and design with a sporting theme. The company physically breaches watchmaking rules and continually pushes the envelope as it searches for ever-more-innovative innovations.