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In the following decades, TAG Heuer began crafting a series of luxury watches. The reputation built by TAG Heuer over the years meant people were hungry for its level of exactitude. In fact, TAG Heuer was instrumental in air travel, fitting timekeeping instruments on the first airplane models in 1911. Throughout the decades, it became clear that when accuracy was needed – you could rely on TAG Heuer. Accelerated by the need for precise timing in the 20th century following the industrial revolution, TAG Heuer watches became instrumental in transportation, medicine, science, and sport. And built upon a foundation of family leadership and technical innovation, it’s easy to see why these expert timepieces are what they are today. Established by Edouard Heuer in 1860, TAG Heuer has been making waves across the watchmaking industry since its inception. Referring to the watches' impeccable design, superior movement, and signature style, it was clear that TAG Heuer was a force to be reckoned with from the off. History of TAG Heuer watches TAG stands for Techniques d'Avant-Garde. Browse our handpicked collection online or in-store to find one that matches yours. Each TAG Heuer watch is expertly crafted and tells its own story of resilience and strength. With the ability to become a master of time and precision, there’s a reason TAG Heuer watches are among the most popular with elite sports personalities. Therefore, it should come as no surprise that motor racing is an essential part of TAG Heuer’s DNA. Teamwork, mental strength, ambition, and courage are the building blocks of TAG Heuer’s luxury timepieces.
With a powerful heritage built upon mental fortitude and making possible the impossible, TAG Heuer has become a celebrated watchmaker by skillfully crafting daring timepieces and stunning chronographs for those who aren’t like everybody else. Intrinsically linked to motor racing and the leaders within the sport, TAG Heuer watches are luxury timepieces for those who like to break boundaries. About TAG Heuer watches Bold, pioneering, and daring, the identity of TAG Heuer watches can be summed up in four words - #DontCrackUnderPressure.
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