Founded by Edouard Heuer the company was simply named Heuer, in 1985 Heuer was purchased by the tag Group. Hense the name TAG Heuer. TAG stands for techniques d’Avant Garde. Tag Heuer’s racing pedigree emulates their values teamwork, mental strength, courage and ambition. Its association with motorsport eventually spread to formula 1 with them manufacturing watches like the Autavia, Carrera, Monaco, Silverstone and Monza.