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How Tag Heuer Eyewear tells their brand Story. For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. Prestige, performance, avant-garde technology and absolute reliability: these four "watchwords" have characterized TAG Heuer philosophy since its founding in 1860, when Edouard Heuer set up the company's first workshop in St-Imier (Switzerland). Since that date, the firm's bold and innovative spirit, its dedication to the high-precision measurement of infinitesimal fragments of time and its quest for excellence in the design and fabrication of its products constitute the very soul of TAG Heuer.
It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure.