TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1985 TAG Group purchased a majority stake in the company, forming TAG Heuer. The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname.
In 2013, TAG Heuer celebrated the 50th anniversary of the Carrera, the racing-inspired chronograph that is a key part of the range today. There have been ten generations of Carrera since its introduction, with models launched in every decade since 1963.
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