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"Swiss avant-garde since 1860". The slogan that accompanies the TAG Heuer logo, sums up the story of a watch-maker that, since its inception - has focused decisively on technology advancement. It was founded in 1860 by Edouard Heuer in Saint-Imier in the Swiss Jura, but the brand's association with TAG (Technology of the Avant-Garde) dates back to 1985,.

This interest in new technology is evident in the many patents obtained during their brand's history and the many watches that represented authentic milestones in models designed to measure time in sports, an area to which Heuer has devoted their finest resources since their first decades of operation.

Official timekeeper of several Olympic Games Tag Heuer has marked some of the most significant events in its history: in the racing world, where it launched the collection Carrera and Monaco, and held the title of official timekeeper of Formula One in 90s.

True to this tradition, which has imposed very high standards of accuracy and efficiency in its production of watches, TAG Heuer has recently focused on technical advances in the movement, particularly on the development of highly innovative mechanisms capable of exceptional precision performance.