TAG Heuer Watches

Every watch is brand new and sourced from an authorised dealer supplied with the official manufacturer's international warranty

About TAG Heuer Watches

TAG Heuer watches discounted up to 25% - Swiss Watches Direct is a UK company specialising in the sale of new TAG Heuer watches since 2005.

TAG Heuer was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1882, Heuer introduced the very first chronograph in the world with a pocket watch featuring a stop-watch function. In 1916 Heuer debuted the "Micrograph" which was the very first stopwatch accurate to 1/100th of a second. By 1958 the Heuer brand was the leading producer of stopwatches and timing equipment and in 1971 Ferrari chose Heuer as their official timekeeper.

The Heuer Monaco chronograph watch went on to gain worldwide acclaim when Steve McQueen sported one in the film "Le Mans" further cementing the watch brand's auto racing appeal.

In 1985 the company was purchased by TAG Group (Holdings) S.A. and rebranded as TAG Heuer. TAG is an abbreviation for Techniques d'Avant Garde.

In 1999, TAG Group sold TAG Heuer to the French luxury goods conglomerate LVMH (Louis Vuitton - Moët Hennessy). The TAG Heuer philosophy is symbolised by the slogan “Swiss Avant-Garde since 1860”.

TAG Heuer has become renown for its advertising in motor racing with many of its watches named after this association such as the Formula 1, Carrera and Monaco watches.

Ambassadors for TAG Heuer have included celebrities such as Leonardo DiCaprio, Cameron Diaz, Brad Pitt, Christiano Ronaldo and recently Jeremy Lin.