Today, the fans and ambassadors of TAG Heuer identify with its mindset, its quest for challenge and the ability to go above and beyond. #DontCrackUnderPressure is much more than just a slogan: it is a state of mind.

TAG Heuer is the gold standard for the luxury chronograph sector. These high-precision, innovative timepieces have kept pace with the evolution of sports since 1860. TAG Heuer timepieces make it possible to time an athletic performance down to the last split second. From the wrists of drivers who have gone down in the history of motorsport to your wrist, TAG Heuer watches leave a lasting impression on their time and era.

Shortly after its founding, TAG Heuer introduced the Mikrograph – a mechanical chronograph that is five times more accurate than any other – and became the official timekeeper for the most famous sporting competitions. With the advent of motorsport, TAG Heuer became the first watch brand to sponsor the Formula 1 World Championship since it was first established.

Innovation has been the brand’s leitmotif since 1860: from the first luxury Connected watch in 2015 all the way back to the improved oscillating pinion in 1887. From the invention of the first automatic crown mechanism to the very first magnetic double tourbillon. With four of its own production sites, TAG Heuer has repeatedly redefined the boundaries of watchmaking technology with innovation and expertise.

TAG Heuer has driven innovations that have shaped history and are still considered the standards in the watchmaking industry today. Every single one of the Swiss-made watches attests to the brand’s skill and expertise and its quest for utmost precision.

TAG Heuer has been combining technological innovations with precise timekeeping since 1860. It is firmly tied to the world of sports, especially motorsport, and has created the world’s most precise timekeeping instruments that can record times down to five ten-thousandths of a second.

As a custodian of an exceptional cultural legacy for the last 160 years, TAG Heuer also plays an essential role in preserving our environmental heritage through its ethical commitments, which are applied to all timepieces it creates.

In accordance with UN resolutions, TAG Heuer collects written guarantees from its suppliers to certify that all diamonds used in the company are cut by legitimate sources and are not involved in armed conflict. 

The Kimberley Process, which has been in force since 2003 and has been adopted by more than 80 countries, is a joint initiative of governments, industry and civil society to stem the flow of blood diamonds as defined by the United Nations.