Fondation de la Haute Horlogerie

HH News - Brands

TAG Heuer 150 years, The Book

Published: 10 March 2010

“History begins every morning”

From a small workshop in the Swiss Jura mountains, TAG Heuer has transformed into a watchmaking legend. Recognized throughout the world for its luxury sports watches and pioneering work in chronographs, TAG Heuer watches epitomize prestige and performance, brilliantly fusing technology with design. TAG Heuer has revolutionized 150 years of watchmaking history through a constant pursuit of excellence and innovation, maintaining a strong link between the company of today and the people who have shaped its history. From heroes of the past to the stars of the future, our ambassadors read like a who’s who of modern history: Edouard Heuer and Steve McQueen, Ayrton Senna and Leonardo DiCaprio, Lewis Hamilton and Shah Rukh Khan, Tiger Woods and Maria Sharapova. Together they all share a strong determination to achieve their ultimate goals, pushing the limits of what is possible through hard work and mental strength. We cannot know what the future holds, but we do know that if we continue to look forward, we will be the ones who shape it.

Jean-Christophe Babin
President & CEO, TAG Heuer

This is the story of speed, of the hunt for speed, of catching time, of mastering time. This is the story of Tag Heuer, the legendary time brand. Every story starts with a man and a passion. Edouard Heuer, the founder of our destiny had the vision of time. The man became a team, a passionate team. And the road became a speedway of legendary competitions linking today’s most powerful men, those heroes of our time, in a “course contre la montre”. To catch the time was also our design, since our roots are made of it; our identity has always been influenced by the biggest names of architecture, art, and avant-garde industrial designers of each generation…

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