Tag Heuer was founded in 1860 by Edouard Heuer in Switzerland. It manufactures, designs, markets and sells high-end watches, fashion accessories as well as eyewear and mobile phones. It manufactures eye-wear and mobile phones under license from other companies, but markets them under its own brand name. Techniques d’AvantGarde purchased the company in 1985, and renamed it as Tag Heuer. The Company was earlier known as Uhrenmanufaktur Heuer AG.
The brand has created an image of being a luxury products manufacturer. Therefore, it has long-standing links with both sports-persons and celebrities from the world of cinema. It enjoys the distinction of being associated with the Summer Olympic Games, the Skiing World and the Formula-One World Championships. Its lead designer is Christoph Behling, who is based in London. Mode Labs Group, which is based in Paris, manufactures cell phones under the brand name of TAG Heuer.