The Tag Heuer brand has always been committed to Swiss horological traditions and enriched the sphere of watchmaking with numerous innovating ideas. The company has particularly revolutionized the concept of Swiss sports watches and chronographs.Tag Heuer has built a close cooperation with the world of motor sports. The company created a limited edition of outstanding chronographs to mark the unique Tag Heuer and Mercedes Benz partnership (initiated in 1995) and win the hearts of those who enjoy accurate timekeeping and professional racing. The brands are united by cherishing the common values - superb performance, distinctive design, great prestige, and sincere passion for auto racing.

The story of success began in 2004 when the company presented its initial SLR Chronograph, Calibre 36-R at Baselworld. Later the brand's master watchmakers developed the Tag Heuer SLR for Mercedes-Benz chronograph. The novelty timepiece commemorated the alliance between TAG Heuer, McLaren team and Mercedes-Benz. The watch was developed to be exclusively worn by owners of Mercedes-Benz SLR McLaren automobiles, most powerful sports cars introduced in 2003.

One more remarkable union - Tag Heuer Formula One - highlights the brand's association with the realms of high speed F1 auto racing. The union gave birth to the Tag Heuer Autavia chronograph. The brand's founder, Jack Heuer, was the one who developed the first version of Autavia.

Initially, Autavia was developed as an instrument for car dashboards and aviation in 1933, followed in 1960 by the Super Autavia, a dashboard chronograph for sports automobiles. The Autavia wristwatch powered by the first automatic movement appeared in 1963, and then there was launched the Autavia chronograph wristwatch introduced in 1969.

The latter Autavia wristwatch became the first ever wrist chronograph equipped with the Chronomatic, an automatic self-winding movement with a micro-rotor. The same year, the renowned Swiss racer Joe Siffert, a fan of the brand, the two-time winner of prestigious Formula One Grand Prix races, wore his Autavia wristwatch featuring the Heuer Chronomatic logo.

The Tag Heuer Autavia has been once again developed in 2003 to mark its 40th anniversary. An exceptional Tag Heuer Calibre 11 automatic movement lay in the heart of the chronograph. The modern version of the Tag Heuer Autavia represents a stylish retro-looking sports chronograph.

Tag Heuer Formula One series was initiated in 1986 when the brand's watchmakers developed the casual sports watch, endorsed by the brand's ambassador, Kimi Raikkonen, a member of the West McLaren Mercedes F1 team.

The series was enlarged in 2004, and then in 2007. The latest series of TAG Heuer Formula One perfectly unites sporty style and inventiveness of the company's watchmakers.

The Tag Heuer Tiger Woods watch is one more remarkable creation of the brand correlating the company to the challenging world of sports.

The famed golf player, the brand's ambassador since 2003, assisted the brand's designers in creating the timepiece. The Tag Heuer Golf watch has been developed for professional and amateur golf players. The timepiece is characterized by superb lightness and durability.

A Tag Heuer watch will become a reliable timekeeping companion for a person who prefers sporty styled accessories of high quality and trendy look.