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Ultimate quality has been the hallmark of TAG Heuer’s Swiss-made timepieces since Edouard Heuer founded the company in 1860. Today TAG Heuer has become the worldwide leader in luxury sports watches by always pushing the boundaries of watchmaking technology with the creativity and expertise of its watchmakers. This constant pursuit is not only part of the soul of TAG Heuer but it’s part of its name; TAG comes from the initials of "Tehcniques d'Avant Garde". The values and expertise of leading watchmakers has been handed down from generation to generation, making TAG Heuer a brand that is both timeless and daring, that transcends types and styles.