Edouard Heuer founded a watch making workshop in 1860. But TAG Heuer was founded in 1985 when TAG (Techniques d'Avant Garde), manufacturers of high-technology items such as ceramic turbochargers for Formula 1 cars, acquired Heuer which was already a renowned watchmaking company who had specialized in racing chronographs. Together they modernized the product line and became one of the largest manufacturers of Swiss watches, with an extremely valuable brand name known worldwide.
TAG Heuer has always had a strong connection with car races, in fact it was through Steve McQueen that the brand became world famous when he wore a Heuer Monaco Chronograph in the movie "Le Mans" in 1971.
Over the years Tag has engaged numerous notable celebrities in its brand marketing campaigns: Tiger Woods, Leonardo DiCaprio, Brad Pitt, Chen Daoming, Jeff Gordon, Maria Sharapova, Juan Pablo Montoya, Kimi Raikkonen, UmaThurman, Fernando Alonso, Lewis Hamilton, Shah Rukh Khan,Cameron Diaz, among others.