page_title: TAG Heuer
section_title: History
hierarchical_section_title: TAG Heuer / History
context_page_description: TAG Heuer S.A. is a Swiss luxury watchmaker 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.
  The company 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. In 1999, French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company.
  The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname.
context_section_description: TAG Heuer is based in La Chaux-de-Fonds, Switzerland, and is led by CEO Frédéric Arnault. Jack Heuer, the great-grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland, and a watchmaking factory in La Chaux-de-Fonds. The TAG Heuer slogan is "Swiss Avant-Garde Since 1860".
caption: Heuer triple-date chronograph (circa 1955)
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