TAG Heuer was originally founded as Heuer Watch Company in 1860 by Edouard Heuer in Saint-Imier, Switzerland. The brand became known for innovations in chronographs and sports timing.

In 1985, the company was acquired by TAG Group (Techniques d’Avant Garde), leading to the name TAG Heuer. Today, it is headquartered in La Chaux-de-Fonds, Switzerland, and is part of the LVMH Group.