At age 20, Edouard Heuer opened his watchmaking shop at the family farm, in Saint-Imier, producing pocket watches, mostly in silver.

At age 20, Edouard Heuer opened his watchmaking shop at the family farm, in Saint-Imier, producing pocket watches, mostly in silver

At age 20, Edouard Heuer opened his watchmaking shop at the family farm, in Saint-Imier, producing pocket watches, mostly in silver

As travel by automobile and air took hold, Heuer designed a rugged instrument to be installed on the dashboards of the new generation of vehicles. The “Time of Trip” was a precision chronograph, indicating the time of day on the main dial, while two hands on a smaller dial recorded the duration of a journey.

As wristwatches began to take the place of pocket watches, Heuer moved the precision chronograph from the pocket to the wrist. In 1914,the Heuer catalog described the wrist chronograph as something "unique on the market".

In 1933, Heuer introduced the "Autavia", a name that would continue in its catalogue for decades to come.

In 1957, Heuer introduced an entirely new type of stopwatch, with the owner inserting brightly coloured, interchangeable rings to

Jack Heuer formally joined Ed. Heuer& Co. S.A., as the fourth-generationleader of the family business.

In 1963, Heuer introduced the Heuer Carrera, the chronograph that captured the romance and danger of racing.

The joint venture led by Heuer would be the first to offer automatic chronographs in worldwide markets, with the Calibre 11(Chronomatic) movement.

Three models were powered by Heuer’s first automatic movement, but it was the new Monaco that captured the world’s attention. Actor Steve McQueen was a motor racing aficionado, famously sporting a Heuer Monaco in the legendary film Le Mans in 1971.

In the early 1980s, Heuer announced six unique functional features that would characterize its new series of dive watches. Four features are specifically identified with diving – 200 meter water resistance, a screw-down crown, a unidirectional bezel and a double clasp on the steel bracelet. Sapphire crystals and luminous markings ensured the utmost legibility. These features have been carried forward to today’s Aquaracer.

TAG Heuer soon moved upmarket, from its traditional dive watches to watches that would incorporate the most sophisticated designs. Sales materials emphasised that the new S/el watches could be worn with a diving suit or a dinner jacket. The design of this watch was made by Eddy Schöpfer. The series was renamed the "Link" in 1999, a fitting tribute to this distinctive bracelet.

In 2004, TAG Heuer introduced the Aquaracer line of watches, with roots going back to Heuer’s first dive watches from the early 1980s.

In 2010, TAG Heuer released its first in house chronograph movement, the Calibre1887.

In 2015, TAG Heuer introducedthe first Connected Watch.

In 2017, TAG Heuer released a new in house chronograph movement, the Heuer02. This movement is entirely Swiss made in TAG Heuer’s manufacture (Chevenez, Switzerland) and powered a new generation of TAG Heuer chronographs.

Fueled by a common history with innovation and motor racing at its core, led by visionary families whose values of entrepreneurship, precision and performance propelled them to the forefront of their respective industries, TAG Heuer and Porsche join forces to unveil an extensive partnership that will set a new standard for brand integration.