Maison 56 of 100 · Haute Horology
TAG Heuer
The reading
Jack Heuer’s racing chronograph. Monaco on Steve McQueen’s wrist is still the ad. LVMH uses TAG as the accessible door to the group’s watch floor, sitting under Hublot and Zenith.
The house
- Origin
- Switzerland
- Founded
- 1860
- Atelier
- Haute Horology
- Ownership
- LVMH
- Signature
- Carrera / Monaco / Formula 1
- Register note
- Carrera + Formula 1 This line is the register’s own characterisation, not a sourced figure; see Méthode.
How the register places it
It is one of twenty-one LVMH houses in this register: Louis Vuitton, Dior, Celine, Fendi, Loewe, Givenchy, and fourteen more. Of the eighteen houses filed under Haute Horology, it is the 16th. The register's Switzerland cohort runs to sixteen — the third-largest national group here — and it is one. It is the 26th-oldest house in the register. Eighteen of the hundred places go to Haute Horology, the second-largest room in the register. Above it in Haute Horology the register puts Rolex first, at No. 41. It is one of thirty-six maisons in this register founded before 1900.