bought Heuer and became the now famous TAG Heuer we know. It was in 1985 when TAG Group (holdings) S.A. The launch of the Carrera model in 1963 was regarded as a major milestone for TAG Heuer as well as the launch of the TAG Heuer Formula 1 in 1986. The second half of the 20th century was also a time when TAG Heuer expanded in many ways. Many notable figures have worn TAG Heuer watches throughout the 20th century including, royalty in Europe, American presidents, John Glenn on his space mission in 1962, as well as actor Steve mc Queen who became an official ambassador for the TAG Heuer brand. These precision instruments made TAG Heuer the natural choice for timing many sporting events including the 1920, 1924, and 1928 Olympic Games. 50 years later in 1966 they produced the Mikrometer which was accurate to 1/1000th of a second. In 1916 they invented the Mikograph which was precise to 1/100th of a second. As the 20th century progressed TAG Heuer went from strength to strength in terms of popularity and innovation. TAG Heuer also started to produce their first women’s wristwatches as well as their first wrist chronographs. They started to distribute their products in America as well as creating their first dashboard chronograph that proved popular in planes and cars of the time. The start of the 20th century saw a huge boom for TAG Heuer. Near the end of the 19th century TAG Heuer made many innovations in watch making including the oscillating pinion and one of the first water proof pocket watches and earned themselves various awards. Throughout the decades many members of the Heuer family have been involved in the TAG Heuer Company in one ways or another. He continued to develop the company until his death in 1892 by which point his son Jules-Edourd was part of the company. The company was not known as TAG Heuer at this stage but by the name Uhrenmanufaktur Heuer AG. The founder of the company was called Edouard Heuer and he opened his first workshop in the Jura region at the age of 20. TAG Heuer watches originated in St-Imier in Switzerland in 1860.

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