Heuer Watch Company was founded in 1860 by Edouard Heuer. He opened a watchmaking workshop in St-Imier, a village in the Swiss Jura region. Heuer watches soon became recognized for a high level of accuracy and workmanship. Perfect for the timing of sporting events Heuer soon found its niche. TAG Heuer has a long tradition of technological innovation in precision timepieces, including stopwatches and water-resistant watches. Reflecting this heritage, the TAG Heuer brand has long been closely associated with the world of competitive sports, providing official timing services for the Olympic Games, FIS Ski World Cup, FIA Formula 1 World Championship and other major international sporting events - automobile racing, ski competitions - since the early 1900"s. In addition, TAG Heuer continues winning an active following among sports enthusiasts around the world. Throughout its history, TAG Heuer has steadily built its reputation understanding design and innovation, as well as, a tradition, establishing itself as a leading producer of prestigious sports watches and chronographs