The founder of Tag Heuer, Edouard Heuer established his timepiece making in St. Imier a small village in Switzerland. It was not long after that his masterpieces where highly known for the high excellence of precision and craftsmanship, which made it ideal for the timing of sports trials. The brand was established on high chronological values with much emphasis placed on modernization along with an infatuation for sports. Edouard had an obsession with precision, when the workshop was founded Heuer only had one aspiration, which was to take time measurement to a different level. Preceding this, the company has constantly been known to be in the ahead of its time of timepiece making, be it in the areas of technology or the resources chosen for designs. The mastery of the primary chronograph, measuring just 100ths of a second was shown in the impressive number of patents, which made Tag Heuer one of the key positioning in the creation of Swiss timepiece making recognition.

1933 saw the launch of the first ever console stopwatch built for race cars. In 1950, Tag Heuer made known the Mareograph-Seafarer, this instrument was based to be tagged with chronographically built in functions as well as a tide gauge. The once famous Joe Siffert, whom during 1969 to 1971 was sponsored by means of Heuer. Steve Mcqueen was once labeled “Monaco” as he wore the Monaco timepiece during the making of the movie Le Mans in the 1970s thus becoming the universal diplomat of the Heuer brand name. Jacky Ickx, a former F1 driver for Ferrari was sponsored by Heuer during his association. From 1971 to 1979, Clay Regazzoni wore the brand’s name on his driving outfit, at the same time as driving for Ferrari. Ferrari made a choice to choose Tag Heuer as an official sponsor and time keeper for the Ferrari Team during 1971 – 1979, being previously associated with legendary drivers. During 1975, Enzo Ferrari ordered the Ferrari Chronosplit, which was the worlds first quartz timepiece and only 15 pieces of this was produced. Staying with Ferrari during 1976, Tag Heuer presented the transponder expertise, which is a routine recognition timing structure manufactured for all makes of cars.

Taking place to the Ferrari era, Tag Heuer was returned by the McLaren Team of F1. Aytron Senna, in 1988 became the new ambassador to Tag Heuer. His charisma and multiple winning of the world victor title in the Formula One world made him the delegate of the S/el series. During 1990 Tag Heuer became the authorized time keeper for Formula 1 seen Aytron Senna winning the Formula One Championships both for constructors and drivers.

The four most important aspects of the Tag Heuer brand, which makes it a stunning success of its era, are; the control and attractiveness of the timepieces produced, the up-to-the-minute skill that is placed in to the production these timeless classics, the unique blend of mode, presentation and purpose and lastly, the reconstruction of a piece that dates back to 1860.

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