TAG Heuer S.A. is a Swiss luxury watchmaker that began in 1860 as Uhrenmanufaktur Heuer AG, founded by Edouard Heuer in St-Imier, Switzerland. Prior to TAG ("Techniques d'Avant Garde") Group purchasing a majority stake in the company in 1985 to form TAG Heuer, the company's timepieces were simply badged "Heuer." Since 1999 TAG Heuer has been part of the French luxury goods stable LVMH. TAG Heuer is based in La Chaux-de-Fonds, Switzerland. Jack Heuer, the great-grandson of the founder, is the honorary chairman.
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