An unlikely owner in Piaget helped Heuer endure the Quartz Crisis of the 1970s, and the company changed its name to TAG Heuer in 1985 when Technique d’Avant Garde (TAG) purchased it from Piaget.

There is perhaps no watchmaker more synonymous with motorsport than TAG Heuer. From the early days of Jack Heuer selling ...

It may only be January, but it seems likely that the most valuable sponsorship deal in luxury watchmaking this year has already been done. Tag Heuer was confirmed as Formula One’s official timekeeper ...

While TAG Heuer may not cater to the most devoted watch aficionados, it has firmly established itself as a popular entry point for men seeking luxury. Owned by LVMH since 1999, it’s one of many luxury ...