Many well known watch manufactures have tried to emulate the success of TAG Heuer, but none can recreate the history that has made TAG the "avant-garde" of watch making. As a young watchmaker in St-Imier, a small village in Switzerland, Eduouard Heuer had a passion for precision, high-performance sports, and taking time measurement to new and greater heights. Since 1860, it has been this vision that has made TAG watches the international reference for sports and prestige.

TAG Heuer is a brand that was founded with an emphasis on innovation and solid historical values. Since 1999, TAG Heuer has been a part of a world-renowned luxury group of companies: LVMH (Louis Vuitton- Moët Hennessy), making TAG a part of the world's fourth largest watch making enterprise.

Whether it is their choice of materials, their focus on technology, or their world-class designs, TAG Heuer has set the standard: from developing the first patent for a chronograph mechanism in 1882, to the 1998 launch of the Kirium Ti5 (the first chronograph to measure time in 100ths of a second). Even today, the TAG Heuer slogan "Swiss Avant-Garde since 1860" symbolizes their well-known philosophy. TAG Heuer is not just another watch maker; they have written some of the greatest chapters in watch making history. As a result, TAG is one of the key reasons that Swiss watches are the benchmark in watchmaking worldwide.

Anyone who is passionate about sports has probably seen the TAG Heuer brand associated with the America's Cup, the World Ski Championships, and Formula 1 Racing. Through these and many other well-known partnerships, TAG Heuer constantly drives new technologies in a highly competitive spirit. It is this spirit that is evident in their precision timekeeping instruments, which exemplify the brand's values and capture the essence of the TAG Heuer spirit of sport.

If one ever doubts how important time-keeping is to the Swiss, a visit to the TAG Heuer 360 museum in Chaux-de-Fonds, Switzerland will put those doubts to rest. The TAG 360 museum is the first museum dedicated to a unique collection of precision timepieces, and the 150 year history of a world-renowned brand. Located on the ground floor of the company's Swiss headquarters, the museum is a marvel of architectural beauty and time-keeping technology. The TAG 360 museum is a must-see if you find yourself in Switzerland, and a great way to while away the hours without losing track of time. Or if you lose track of time you will always have your Tag Watch.