In 1860 Edouard Heuer sets up his first watch-making shop in the Swiss Jura Mountains. In 1869 Heuer patented his first pocket watch and in 1867 he established his first subsidiary in London. In 1883 Tag Heuer wins a silver medal at the International Exhibition held in Amsterdam. In 1888, Heuer's son, Jules-Edouard Heuer joins the management and the company is awarded a patent for a repeater watch with automatic chiming. In 1910 Tag Heuer enters the American market as Henri Freund and Bros. take on the distribution of their products. In 1911 the company designs and patents its first dashboard chronograph.
Quickly gaining a reputation for their split-second stopwatches, Tag Heuer is chosen in 1920, 1924, and 1928 as the official stopwatch of the Olympic Games. This helped to establish the brand as a sports watch. Much of the current line hold the names related to sports, such as the Aquaracer, the Formula 1, the Professional Golf Watch, the Monaco, and the Carrera series. In 1934, Tag Heuer takes part for the first time in the Basel Watch Making Fair. With strong advertisement in the late 30's, the company climbs the ranks even higher. In 1945 General Eisenhower buys a Tag Heuer Chronograph and Tag watches continues to be bought and worn by elites in the years to come.
In 1949 Tag Heuer reveals its passion for motor racing and begins developing watches specifically related to racing. In 1958 Tag Heuer launches two dashboard stopwatches for sports cars to pave the way for many of their popular models such as the Carrera series and the Formula 1 series. In 1959, Jack Heuer establishes the American subsidiary. In 1964, Tag Heuer launches the Carrera. 1969 brings with it the launch of the first automatic chronograph movement watches in three models: the Autavia, the Carrera, and the Monaco. In 1971 Ferrari chooses Tag Heuer as their official sponsor. In 1982 they launched the 2000 series of professional sports watches. In 1985 Tag Heuer teams with Mercedes, strengthening the already powerful relationship with Formula 1. The following year Tag Heuer launches the Formula 1 series watches.
In the years to follow, they strengthen their reputation by winning awards with Formula 1 as well as other sports such as professional skiing using watches such as the quartz. In 2001 the company introduces the Link Caliber 36, which achieves the beautiful balance of elegance in a sports chronograph and precision movement. The latest years of the company's development have brought tremendous publicity and growth, and they have introduced many more models.