Tag Heuer started making timepieces in 1860. It was not long before Tag Heuer watches became associated with superior timekeeping. Edouard Heuer founded his company, Tag Heuer, which set the standard for precision timepieces. The watchmakers of helped to Tag Heuer develop innovative stopwatches, chronographs, and water-resistant watch models at this time. In 1882 Tag Heuer patents the first chronograph models.
Tag Heuer has provided official timekeeping services for a variety of sporting events, including the 1920 Olympic Games. Other sporting events sponsored by Tag Heuer 1 include the FIA Formula 1 World Championship auto racing (since 1969) and the FIS Ski World Cup (since 1992). Tag Heuer has also provided timekeeping with many major ski resorts worldwide, including in the Vail, Colorado, French, Austrian and the Swiss Alps.
Tag Heuer watches have prominently been associated with auto racing. Tag Heuer developed the first automobile dashboard clock in 1911. Tag Heuer has sponsored formula One racing drivers such as Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Michael Schumacher, and Ayrton Senna. Since 1986, the McLaren Formula 1 racing team have been endorsed by Tag Heuer watches. Recently, Tiger Woods has joined the TAG Heuer endorsement team.