TAG is an abbreviation for Techniques d’Avant Garde. In 1985, Heuer was acquired by TAG Group (Holdings) S.A. The affinity with precision timekeeping in sports, and with automobile racing in particular, continues to this day. Other more famous developments receive individual attention below. In 1933, the brand launched the Autavia, the first dashboard stopwatch for race cars. During the 1920s, Heuer watches were used at the Antwerp, Paris and Amsterdam Olympics. That, coupled with a series of technical innovations dating to the 1880s, led the company to become a specialist in the field of timing sporting events. The company soon built a reputation for quality workmanship and precision timekeeping. His first watchmaking workshop was located in St-Imier, in the Swiss Jura region. Heuer Watch Company was founded in 1860 by Edouard Heuer. ![]() Right, the Autavia dashboard stopwatch for race cars.
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