In 1860, Edouard Heuer found his first watch-making shop in the Swiss Jura Mountains. In 1949 Tag Heuer reveals its passion for motor racing and begins developing watches specifically related to racing. In 1958
TAG Heuerlaunches two dashboard stopwatches for sports cars to pave the way for many of their popular models such as the Carrera series and the Formula 1 series. In 1959, Jack Heuer establishes the American subsidiary. In 1964, Tag Heuer launches the Carrera
replica watch. 1969 brings with it the launch of the first automatic chronograph movement watches in three models: the Autavia, the Carrera, and the Monaco. In 1971 Ferrari chooses Tag Heuer as their official sponsor. In 1982 they launched the 2000 series of professional sports watches. In 1985 Tag Heuer teams with Mercedes, strengthening the already powerful relationship with Formula 1. The following year Tag Heuer launches the Formula 1 series watches.