Edouard Heuer founded a watchmaking company in 1860. But TAG Heuer was founded in 1985 when TAG (Techniques d'Avant Garde), manufacturers of high-tech items such as ceramic turbos for Formula 1 cars, acquired the Heuer was already a renowned watchmaker who had specialized in racing chronographs. Together they modernized the product line and became one of the largest Swiss watchmaking companies with a valuable and world-renowned brand.
TAG Heuer has always had a strong connection to auto racing, and it was actually through Steve McQueen that he became world famous when he used a Heuer Monaco chronograph in the 1971 movie "Le Mans".
Over the years Tag Heuer has hired several notable celebrities as brand ambassadors: Cristiano Ronaldo, Cara Delevingne, Tom Brady, Chris Hemsworth, Martin Garrix, Kay Lenny, and others.