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Brand Heritage

Swiss—Synonymous with superior quality, prestige and performance, Swiss Made is more than a label at TAG Heuer, it’s a state of mind. In our constant search for reliability, excellence and precision, we never compromise on quality. For each of our more than 90 specialist activities we call on experts not only from the world of watchmaking but also professionals from other high-tech industries. We cultivate difference and diversity within the company while creating common standards for our teams through internal quality training and personal development programs. Avant-Garde—Redesigning a collection of legendary models to fit current tastes, creating new watches, working on innovative concepts that integrate advanced technology; all these activities are part of new product development at TAG Heuer. Our principle inspiration comes from the world of sport and it’s our involvement in sport that gives us strength and differentiates us. The company has written some of the most important chapters in the history of Swiss watchmaking; from the oscillating pinion to the Microtimer (the first bracelet chronograph accurate to 1/100th sec) to the Monaco V4 concept watch and the Carrera Calibre 360 (the first mechanical movement to display 1/100th sec). Today, out teams continue the same search for innovation and creativity. While TAG Heuer is firmly orientated to the future, our company culture is still firmly based on our heritage from the past. The values and expertise of leading watchmakers has been handed down from generation to generation, making TAG Heuer a brand that is both timeless and daring, that transcends types and styles, a highly contemporary name for all those who love a challenge. And while we are resolutely Swiss we were among the first to develop internationally. Now we are active in more than 120 countries through a network of subsidiaries and agents to provide our clients with a superior level of service and maintenance. In 1999, TAG Heuer became part of LVMH, the world’s leading group of prestige brands. Since joining its Watches and Jewelry sector the company has benefited from the important synergies offered by the group, while maintaining the identity and values that have been the basis of its success for more than 150 years.

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