TAG Heuer is a Swiss brand well-known for its sports watches. The brand also concerns prescription glasses and sunglasses. The company is established at La Chaux-de-Fonds (Switzerland) and is today part of the LVMH group who acquired the brand in 1999.
The company was founded by Edouard Heuer in 1860 in Saint-Imier in the Swiss Jura. It filed the first patent for a chronograph mechanism in 1882 then that of the oscillating pinion in 1887, and is at the origin of the first chronograph measuring the 1/100tenth of second in 1916, then of the first Microtimer accurate at 1/1000tenth of second in 1966.
The brand sponsored the motor sport, in particular the Scuderia Ferrari from 1970 to 1979, the McLaren team from 1985 and became the official timekeeper of the Formula 1 world championship at the 1/1000tenth of second, before becoming in 2004 official Timekeeper of the 500 miles of Indianapolis at the 1/1000tenth of second. In 2006, during the Race of Champions, TAG Heuer measures the smallest variance of the history of the world sport: 2/10000tenth of second in semi-final.
Akram Ojjeh, the Saudi businessman founder of the TAG Group, is at the origin of the revival of the Swiss watch brand TAG Heuer during the 80s. In 1985, Akram Ojjeh acquires Heuer. It is thus that the company was named TAG Heuer and that it became a branch of the TAG Group. With now a powerful shareholder, and after the arrival of Christian Viros in 1987 at the head of the watchmaker, TAG Heuer will know from 1988 a steady growth during several years thanks to an offensive commercial policy, based among other things on the implementation of a selective distribution and an important advertising effort. In 1999, the luxury group LVMH launched an agreed bid on all the capital of the watch company which is acquired on September 13, 1999. Since that date, TAG Heuer belongs at 100% to the LVMH group.
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