TAG Heuer
LVMH · Switzerland
TAG Heuer is a Swiss watchmaker founded by Edouard Heuer in Saint-Imier in 1860 and owned by LVMH since 1999. Known for the Carrera and Monaco chronographs and its ties to motorsport, it has been led since May 2026 by chief executive Béatrice Goasglas.
| Founded | 1860, Saint-Imier |
|---|---|
| Founder | Edouard Heuer |
| Owner | LVMH (since 1999) |
| Headquarters | La Chaux-de-Fonds, Switzerland |
| CEO | Béatrice Goasglas (since May 2026) |
| Formula 1 timekeeper | Since 2025 |
| Website | tagheuer.com |
What is TAG Heuer?
TAG Heuer is a Swiss luxury watch brand headquartered in La Chaux-de-Fonds, with a workshop in Cornol. It is part of LVMH's Watches and Jewelry division. On 1 May 2026 Béatrice Goasglas became chief executive, succeeding Antoine Pin, who had led the brand since July 2024. Goasglas joined TAG Heuer in 2018 as head of digital and client experience and later ran its Asia-Pacific and Americas regions.
History
Edouard Heuer founded the company in Saint-Imier in 1860. The firm patented an oscillating pinion for chronographs in 1887 and in 1916 launched the Mikrograph, a stopwatch accurate to one hundredth of a second. Jack Heuer, great-grandson of the founder, introduced the Carrera in 1963, and the square Monaco followed in 1969, the same year as the automatic Calibre 11 chronograph. Steve McQueen wore a Monaco in the 1971 film Le Mans.
In 1985 the investment group Techniques d'Avant Garde acquired a majority stake, creating the TAG Heuer name. LVMH bought nearly all the shares in 1999.
Products and positioning
- Carrera and Monaco chronographs
- Aquaracer diving watches and Formula 1 sports watches
- TAG Heuer Connected smartwatches
- Experimental pieces such as the Carrera Plasma with lab-grown diamonds
Business model and distribution
TAG Heuer sells through its own boutiques, authorised retailers and e-commerce, and licenses its name for eyewear. Motorsport is central to its marketing: since 2025 it has been official timekeeper of Formula 1 under a ten-year partnership, and it also sponsors the Monaco Grand Prix and the Porsche Formula E team.
TAG Heuer and technology
In November 2015 TAG Heuer launched the Connected, which LVMH describes as the first luxury smartwatch, developed with Google and Intel. Later Connected generations followed, and the appointment of a former digital and client experience chief as chief executive underlines the brand's focus on digital channels.
Why it matters
TAG Heuer is LVMH's most important pure watch brand by volume and a test case for combining Swiss watch heritage with smartwatches and sports marketing.
Frequently asked questions
Who owns TAG Heuer?
TAG Heuer is owned by LVMH, which bought nearly all of the company in 1999. It belongs to LVMH's Watches and Jewelry division alongside Bulgari, Tiffany & Co., Hublot and Zenith.
What does TAG in TAG Heuer stand for?
TAG stands for Techniques d'Avant Garde, the investment group that acquired a majority stake in Heuer in 1985. The combined name TAG Heuer has been used since then.