In 1860, long before Techniques d’Avant-Garde (TAG) purchased a majority stake in the company (which was subsequently gobbled up by the LVMH Group), Edouard Heuer set up his eponymous watch manufacturing company in La Chaux-de-Fonds, Switzerland. It's a brand with a history worth exploring and a modern collection worth dissecting - whether you're a collector or in the market for a first "nice" watch. With strong motorsport associations and a number of bonafide icons, TAG Heuer is especially known for chronographs, and it's a giant in the watchmaking world.
Many longtime watch collectors will tell you that their first "nice" watch was "a TAG" - or that their first watch obsession was a vintage Heuer. Welcome to Brand Breakdown, a series of comprehensive yet easy-to-digest guides to your favorite companies, with insights and information you won’t find on the average About page.
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