TAG Heuer was formed when Techniques d'Avant Garde, manufacturers of high-tech items such as ceramic turbochargers for Formula 1 cars, acquired Heuer. Heuer was founded in 1860 by Edouard Heur in St-Imier.
Passionate about design and technology, Lewis Hamilton actively participates in the design and development of the brand’s watches. Inspired directly by car technology, the TAG Heuer Formula 1 line of watches have special characteristics. Created in 1986, the design of the TAG Heuer Formula 1 is almost as daring as Lewis Hamilton when he is racing. It is a sports watch for those who, like the 2008 Formula 1 World Champion, take relaxing seriously.