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Contact Tag Heuer - All about the brand


TAG Heuer S.A. designs, manufactures and markets watches, chronographs and fashion accessories while also marketing eyewear and mobile phones manufactured under license by other companies and carrying the Tag Heuer brand name.

TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company was purchased by TAG Group (Holdings) S.A. in 1985, when the Heuer brand became TAG Heuer. In 1999, TAG Group sold TAG Heuer to French luxury goods conglomerate LVMH Moët Hennessy • Louis Vuitton.
The name Tag Heuer combines an abbreviation for Techniques d'Avant Garde and the surname Heuer.
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