Tag Heuer's prestigious roots were started in 1860 by Edouard Heuer and since then the name has become known for its technological innovation in precision timepieces, including stopwatches and water-resistant watches, building a reputation for understanding design and innovation.

Tag Heuer have provided official timing services for a host of sporting events including the Olympic Games since the 1920's, FIA Formula 1 World Championships since 1969 and the FIS Ski World Cup since 1992. Partnerships have also been developed with top-rated ski resorts in the French, Italian, Austrian and Swiss Alps.

Tag Heuer built the first automobile dashboard clock in 1911 and since then has cemented its relationship with auto racing. In Formula One, the name has been associated with many of the sport's luminaries: Niki Lauda, Emerson Fittipaldi, Jacky Ickx, Ayrton Senna and, of course, perhaps the greatest talent of all - Michael Schumacher.

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