However, Heuer was most famous for making chronographs, starting with dashboard clocks used in both cars and planes. Soon after, he was patenting unique mechanisms, some of which still operate in many mechanical wristwatches today. In 1860, long before Techniques d’Avant-Garde (TAG) purchased a majority stake in the company (which was subsequently gobbled up by the LVMH Group), Edouard Heuer set up his eponymous watch manufacturing company in La Chaux-de-Fonds, Switzerland. It's a brand with a history worth exploring and a modern collection worth dissecting - whether you're a collector or in the market for a first "nice" watch. With strong motorsport associations and a number of bonafide icons, TAG Heuer is especially known for chronographs, and it's a giant in the watchmaking world.
Many longtime watch collectors will tell you that their first "nice" watch was "a TAG" - or that their first watch obsession was a vintage Heuer. Welcome to Brand Breakdown, a series of comprehensive yet easy-to-digest guides to your favorite companies, with insights and information you won’t find on the average About page.
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