Tag Heuer is one of the most famous luxury watch brands in the world. Particularly in motorsport, chronographs are particularly common at Tag Heuer. With models like the Monaco, Carrera and many more, Tag Heuer is an absolute classic in the luxury watch world. Founded under the name Heuer in 1860, the merger with the TAG Group did not finally take place until 1985. Heuer and Tag Heuer felt particularly at home in the world of chronographs: in 1882 the first patent for a stopwatch mechanism was registered, in 1916 they released the first chronograph with a hundredth of a second measurement and in 1983 even the first quartz chronograph with an analogue display. Until 1982, the company was still run by families, most recently by Jack Heuer. In 1999, the LVMH group, which also owns brands such as Louis Vuitton, Moet and many more, took over the company. A brand that can probably no longer promise motorsport: In addition to collaborations such as GULF or Martini, Tag Heuer has also been the official sponsor of Formula 1 again since 2025, replacing Rolex.