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#DontCrackUnderPressure is much more than a claim: It’s a state of mind. Since 1860, TAG Heuer has embodied precision and an avant-garde, bold style, making its mark on the world of watches and timepiece craftsmanship. From the wrists of history-making drivers, bending and breaking the limits of motor racing, to your own, TAG Heuer strives to leave a lasting impact in every era, for all time.
TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. In 1985 TAG Group purchased a majority stake in the company, forming TAG Heuer. In 1999 French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company.
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