TAG Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The brand quickly became known for its pioneering chronographs and innovations in timekeeping. In 1887, Heuer patented the oscillating pinion, a key component still used in mechanical chronographs today. The company gained fame for its dashboard timers in the early 20th century, used in cars, planes, and boats. During the 1960s and 1970s, Heuer became closely associated with motorsports, with iconic models like the Carrera (1963), Monaco (1969), and Autavia becoming racing legends. In 1985, TAG Group acquired Heuer, forming TAG Heuer. The brand continued to push boundaries with avant-garde designs and precision technology, including its involvement in Formula 1 and partnerships with ambassadors like Ayrton Senna and Leonardo DiCaprio. Today, TAG Heuer is a symbol of sporty luxury and innovation in Swiss watchmaking.