TAG Heuer Innovation, prestige, performance and precision are the soul of TAG Heuer. But above all, there is passion. Excellence, precision and elegance are the exacting standards and impassioned commitments engendering the fabulous TAG Heuer Swiss luxury watch collection. TAGHeuer Four watch words: Prestige, performance, avant-garde technology and absolute reliability have characterized luxury watch TAG (Techniques d’Avant Garde) Heuer’s philosophy since its founding in 1860.