Heuer

Brand history

Founded 1860 by Edouard Heuer in St-Imier. Heuer was the dominant racing-chronograph brand of the mid-20th century — the Carrera, the Autavia, the Monaco. Acquired by TAG Group in 1985 and renamed TAG Heuer. Vintage Heuer is a thriving collector market; the modern TAG Heuer brand is treated differently in the trade.