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Edouard Heuer was passionate about precision, performance, efficiency and quality. When he founded his workshop in 1860, he had only one goal: taking time
measurement to much greater heights. Heuer was one of the first Swiss watchmakers to design timing instruments for competitive sports. Beginning with the
Olympic Games in Antwerp in 1920, The Heuer Watch Company, and later Tag Heuer, has timed and recorded for posterity the finest achievements in modern sport.
Since then, the company has always been in the avant-garde of watchmaking, whether in terms of technology, the choice of materials or design.
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From the first patent for a chronograph mechanism in 1882 to the 1998 launch of the Kirium TI5 in grade 5 titanium and carbon fiber.
In 1985 Heuer merged with the Tag company
(Techniques D'Avant Garde), known for its remarkable achievements in technology, and the result was a change in name to Tag Heuer.
Known exclusively for rugged, durable, sports design timepieces Tag Heuer reached beyond that image, and in keeping with their philosophy of being avant-garde, they introduced the Alter Ego, a high polished contemporary dress watch for women with choice of dial colors, diamond dials, diamond bezels, and diamond cases.
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