Brand Histories

1840 • Birth of Edouard Heuer.

1860 • Edouard Heuer founded his watch shop in Saint-Imier, Switzerland.

1864 • Business flourished, and Edouard Heuer moved to Bienne.

1869 • Edouard Heuer took out a patent for a winder with autonomous crown.

1880 • Heuer was the first watchmaker to go into mass production of chronographs.

1892 • Death of Edouard Heuer, leaving a considerable fortune.

1902 •Jules and Charles, Edouard Heuer’s sons, took over the family business, determined to widen the range of special watches.

1910 • Charles Heuer created a doctor’s chronograph with a scale for measuring pulse rate.

1911 • The firm put its first car clock on the market.

1916 • HEUER obtained the patent for the MICROSPLIT and launched ladies’ jewel watches with bracelet in leather or gold.

1930 • HEUER had a water resistant case patented.
Launch of the MONZA line.



1949 • Launch of the SOLUNAR with tide indicator.

1963 • Launch of the CARRERA range of chronographs.

1964 • On January 1st, Eduard Heuer and the LEONIDAS WATCH FACTORY, Saint-Imier, merged to become HEUER-LEONIDAS.

1965 • First chronograph with ring date indicator.

1969 • First automatic micro-rotor chronograph.
Launch of the MONACO, the first square, water resistant chronograph, immortalised by the actor Steve MacQueen in the film LE MANS in 1970.

1975 • La CHRONOSPLIT was the first quartz chronograph with double digital display (LED and LCD).

1983 • HEUER unveils the first quartz chronograph with analog time display and memory for intervals of time measured.

1985 • Takeover of all the company’s shares by the group TECHNIQUES D’AVANT GARDE, owner of the Mc LAREN formula 1 stables, and a new name for the company, TAG-HEUER.

1996 • TAG-HEUER floated on the stock market.

1997 • Launch of the KIRIUM.

1998 • Production of new version of the MONACO.

1999 • The L.V.M.H. Group acquired TAG-HEUER for 1.2 billion Swiss francs.
Launch of the LINK.
Launch of a new range, ALTER EGO, exclusively for women.

2003 • TAG-HEUER sponsored the AMERICAS CUP.

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