The company was founded in 1860 by Edouard Heuer in Saint-Imier . In 1864, Heuer moved the watchmaking workshop to his birthplace of Brügg , and in 1867 to Biel , where the company headquarters remained for well over a hundred years. ^{[ 2 ] [ 3 ]} The company specialized in the manufacture of chronographs and sports watches. In 1916, it launched the first stopwatch capable of measuring hundredths of a second. ^{[ 2 ]} From 1927, it was the official timekeeper for ski, bobsleigh, and car races. ^{[ 2 ]}

In its more than 160-year history, the company's engineers have achieved a number of innovations, including:

• First patent for a stopwatch mechanism (1882)
• First hundredth-of-a-second chronograph (1916)
• First chronograph with world tide display and dial for regattas (1950)
• Third automatic chronograph movement (March 3, 1969),
• First quartz chronograph with analog display (1983)
• First mechanical movement with belt drive, linear rotor and ceramic bearings (2004)
• First mechanical wrist chronograph with hundredth-of-a-second accuracy (2005)

Edouard Heuer exhibited his chronographs at the Paris World Exhibition in 1889. The company was run by family members for four generations, most recently by Jack Heuer from 1961 to 1982. He not only ran the company as an entrepreneur, but also actively participated in the design of new watches such as the Carrera model. ^{[ 4 ]}

The company's products have been used for timekeeping at the Olympic Games , the American IndyCar racing series, and Formula 1, among others. Well-known chronograph series include Carrera (1964), Monaco (1969), and Formula 1 .

In 1964, Heuer merged with Leonidas Watch and Berna Watch (both managed by Charles Jeanneret ) to form the Heuer-Leonidas Group. Following the merger with the TAG Group ( Techniques d'Avant Garde ) in 1985, the company was renamed TAG Heuer . The company was listed on the stock exchange in the fall of 1996. In 1999, the French luxury goods manufacturer Moët Hennessy Louis Vuitton SA (LVMH) acquired the company.

From 1992 to 2003, TAG Heuer supplied the timing equipment for Formula 1. Today, the timing instruments in Formula 1 are used only by Red Bull Racing and McLaren. Since 2004, TAG Heuer has been the official timekeeper for the American IndyCar racing series. To mark this occasion, TH released a limited-edition chronograph with the Indianapolis Speedway logo on the dial. The Indy 500 logo can also be found on the bezel at 1 o'clock, contrasting in red.

TAG Heuer launched, among other things, three limited edition chronographs in honor of the Mercedes SLR McLaren .

In 2003, TAG Heuer took over the official timing of the Alpine World Ski Championships in St. Moritz. A chronograph limited to 750 units was built for the occasion.

Since 2007, the company's headquarters have been in La Chaux-de-Fonds. ^{[ 2 ]}

The company caused a stir with its intensive advertising with prominent athletes for the Kirium watch series.

TAG Heuer ambassadors include Leonardo DiCaprio , Cristiano Ronaldo , Patrick Dempsey , Martin Garrix , Delta Goodrem , Brad Pitt , Uma Thurman , Kurt Busch , Kimi Räikkönen , Fernando Alonso , Lewis Hamilton , Tiger Woods , Yao Ming , Shahrukh Khan , Sébastien Bourdais , and Maria Sharapova . Also posthumously: Ayrton Senna , Steve McQueen , Jo Siffert , and Clay Regazzoni .

In collaboration with Tiger Woods, TAG Heuer developed the Professional Golf Watch. This watch features a titanium case and a highly elastic silicone strap. The movement is designed to withstand the intense movement of golf. It is water-resistant to 50 meters.

Since the beginning of the 2016 season , TAG Heuer has also been the main sponsor of the Red Bull Racing Formula 1 team, financing its engine leasing, among other things. The Renault engine has therefore been officially renamed "TAG Heuer."