TAG Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. Initially named "Heuer Watch Company," the brand gained recognition for its precision timekeeping and innovative watchmaking techniques. In 1887, Heuer patented the oscillating pinion, a significant advancement in chronograph technology.

The company became synonymous with sports timekeeping, particularly in motorsports, where it provided official timing for prestigious events. In 1920, TAG Heuer introduced the "Mikrograph," the first stopwatch capable of measuring 1/100th of a second. This innovation solidified its reputation in the sporting world.

In 1985, Heuer merged with the TAG Group, becoming TAG Heuer, which further expanded its global presence. The brand continued to innovate with models like the Carrera and the Monaco, which became iconic in both the watchmaking industry and popular culture. TAG Heuer's commitment to precision and performance has made it a leading luxury watch brand, blending Swiss craftsmanship with avant-garde design.