Innovation, prestige, performance & precision are the soul of TAG Heuer. But above all, there is passion. This is what inspires the company today, and what beats at the heart of every TAG Heuer timepiece. TAG Heuer carries within it the visionary genes of its founders Edouard Heur and his sons Jules-Edouard and Charles-August: entrepreneurship, innovation, an obsession with ultimate precision, and a deep love of prestigious sports. From the oscillating pinion to the Mikrograph, the world’s first mechanical stopwatch accurate to 1/100th of a second, the foundations on which TAG Heuer has built its strength today were in place very early on. Ever since then—and without a doubt this is one of the brand’s great assets—men such as Charles-Edouard, Hubert and Jack Heuer, and more recently the contemporary management teams, have had the wisdom to build the brand’s strength around these central characteristics, to keep the focus of their efforts, on both product development and communication.