TAG Heuer, founded in 1860 by Edouard Heuer in Switzerland, is a renowned Swiss luxury watchmaker known for pioneering innovations in watchmaking, including the oscillating pinion. The brand's strong ties to sports, especially racing, have led to iconic models like the Carrera and Monaco. Heuer's acquisition by TAG Group in 1985 led to the brand's name change. It has maintained its reputation as a luxury watchmaker while embracing modern technology with the TAG Heuer Connected smartwatch series. Throughout its history, TAG Heuer has consistently blended tradition with innovation, earning a prominent place in the world of watchmaking.