TAG Heuer Watches

In 1860, Edouard Heuer set up his watchmaking workshop in the small Swiss village of St-Imier; today, TAG Heuer is one of the most successful and coveted luxury watch brands in the world. The precision of the watchmakers' chronographs resulted in commercial success across Europe, and later on the American market also. Over the course of the 20th century, TAG Heuer cemented its place in motorsport, aviation and astronautical history. In 1962, it became the first Swiss watchmaker to go into space, with NASA astronaut John Glenn wearing the Heuer Stopwatch 2915A during his orbit of the earth. During the late 1960s, the brand launched the 'Monaco' series in honor of the Monaco Grand Prix; the 'Monaco 1133' is often associated with legendary actor Steve McQueen, who wore the timepiece in the 1971 film Le Mans. The 'Formula 1' collection was the first to be released after TAG (Techniques d'Avant Garde) acquired Heuer in 1985.