Heuer

Heuer is a Swiss watchmaker known for its long history of precision timekeeping and chronographs. The company was founded in 1860 by Edouard Heuer in St-Imier, Switzerland, and established a reputation for reliable pocket watches and, later, wristwatches with sophisticated timing functions. Heuer became particularly associated with sports timing and the development of accurate chronographs used in racing and aviation.

Throughout the late 19th and early 20th centuries, Heuer contributed to the advancement of mechanical chronographs and precision timing instruments. The firm is credited with innovations that improved chronograph reliability and ease of use, helping to cement its role in the world of sports timing.

Notable models associated with the brand include the Autavia, Carrera, and Monaco. The Autavia combined automotive and aviation themes, the Carrera aimed at professional race timing, and the Monaco became famous for its distinctive square case and its association with motor racing culture.

In 1985 Heuer was acquired by Techniques d'Avant Garde (TAG) and renamed TAG Heuer. In 1999 the brand was acquired by LVMH (Louis Vuitton Moet Hennessy), and it has continued to operate as TAG Heuer. More recently, the brand has expanded into digital offerings with the TAG Heuer Connected line, reflecting an interest in blending traditional mechanical watchmaking with contemporary technology.

Today TAG Heuer remains a Swiss luxury watchmaker with a focus on sports timekeeping, chronographs, and a broad range of mechanical and quartz watches produced in Switzerland. The name Heuer is often used to refer to the brand's historic heritage, while TAG Heuer denotes its current corporate branding.