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The company began as Uhrenmanufaktur Heuer AG, established in 1860 by Edouard Heuer in St-Imier, Switzerland. These foundations sarved the company well, both in early years and in the decades that would follow.

At age 20, Edourad Heurer opened his watch making shio in Saint-Imier, producing pocket watches, mostly in silver. In 1864, he would move the company to Brugg, where it operated under the name Edouard Heuer & Compagnie. In 1869, Edouard Heuer changed the course of watchmaking with his first patent, covering a crown-operated, keyless winding system. This new winding crown replaced the separate key that had been required to wind a watch, and proved to be a popular innovation. Edouard Heuer & Cie. continued to innovate in the areas of design, engineering and manufacturing, driven by his instincts as an entrepreneur and his strong vision of the future.

The company began to produce large quantities of pocket chronographs, which were used to time races on roads, cinder running tracks and over water. The chronograph, perhaps in a silver case, became a status symbol for enthusiasts of horse or greyhound racing, as well as other sportsmen.

The era opened with Heuer having a catalog of stopwatches and pocket chronographs, but only a limited selection of wrist chronographs.  

In the next decades, Heuer vastly expanded the range of wrist chronographs, to become the world leader in these instruments.

1958 marked the dawn of a new era for Heuer. Jack Heuer became the fourth generation Heuer to manage the family company.  


TAG Heuer leverages its rich portfolio of historic watches, by developing and incorporating today’s leading-edge technologies.  

 Today, whether the enthusiast prefers a silicon chip, a tourbillon or a carbon hairspring, their watch connects TAG Heuer’s past and future.

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