TAG Heuer is a Swiss luxury watchmaker known for its sports watches and chronograph

Chronograph

A chronograph is a timepiece or watch with both timekeeping and stopwatch functions as well as other functions. Pocket watch chronographs were produced as early as the 18th century but did not become popular until the 1820s...

s. It is a division of luxury goods company LVMH Moët Hennessy • Louis Vuitton

LVMH

LVMH Moët Hennessy • Louis Vuitton S.A., better known as LVMH, is a French multinational luxury goods conglomerate headquartered in Paris, Île-de-France, France. The company was formed after the 1987 merger of fashion house Louis Vuitton with Moët Hennessy, a company formed after the 1971 merger...

. The company motto is "Swiss Avant-Garde Since 1860". In addition to watches, TAG Heuer produces glasses and cell phones.
The TAG Heuer company has its roots in 1860 when Edouard Heuer founded Uhrenmanufaktur Heuer AG in St-Imier, Switzerland, patenting his first chronograph in 1882.
In 1887 Heuer patented an 'oscillating pinion' still used by major watchmakers for mechanical chronographs.
In 1911, Heuer received a patent for the "Time of Trip", the first dashboard chronograph.