[1] The name TAG Heuer combines the initials of "Techniques d'Avant Garde" and the founder's surname.

TAG Heuer is based in La Chaux-de-Fonds, Switzerland, and is led by CEO Frédéric Arnault.

Designed for use in automobiles and aircraft, two large hands mounted from the center pinion indicate the time of day, as on a traditional clock.

A small pair of hands mounted at the top of the dial (12 o'clock position) indicates the duration of the trip (up to 12 hours).

This model was soon followed by the "Semikrograph", a stopwatch that offered 1/50 of a second timing, as well as a split-second function (which allows the user to determine the interval between two contestants or events).

This complication allowed a rally driver or navigator to determine whether the car achieved the desired pace over a measured mile.

John Glenn wore a Heuer stopwatch when he piloted the Mercury Atlas 6 spacecraft on the first US crewed space flight to orbit the Earth.

Heuer acquired the "Leonidas" brand in the early 1960s, with the combined company marketing watches under the "Heuer-Leonidas" name.

These "BWs" feature a "fly-back" mechanism, so that when the chronograph is reset to zero, it immediately begins running again, to time the next segment or event.

In the early-1970s, Heuer expanded its line of automatic chronographs to include the Daytona, Montreal, Silverstone, Calculator, Monza, and Jarama models, all powered by the Calibre 11 movement.

The Lemania 5100 movements have the minute hand for the chronograph on the center pinion (rather than on a smaller register), greatly improving legibility.

(Italian Air Force) and a special edition (with no reference number marked on the case) was made for AudiSport.

Akram Ojjeh, the owner of TAG Heuer sold a significant stake of the company to British businessman Ron Dennis.

The collaboration has resulted in some of the brand's most celebrated pieces including the world's fastest chronograph, the Mikrogirder 1/2000, launched in 2012.

Additionally, TAG Heuer has also released the limited edition Carrera MP4-12C to commemorate the launch of the McLaren MP4-12C supercar.

[23] At the Basel 2011 show in March 2011, TAG Heuer announced the Mikrotimer Flying 1000, a concept mechanical watch capable of accuracy of 1/1000 of a second—ten times faster than the Mikrograph.

[30] The company also markets a line of men's accessories including wallets, belts, bags, jackets, bracelets, and cuff-links.

In 2007, TAG Heuer won the iF product design award[31] for its Monaco Calibre 360 LS Concept Chronograph.

[32] In 2010 the Carrera 1887 won La Petite Aiguille ("the small hand") award for watches retailing for less than CHF5,000 at the Grand Prix d'Horlogerie de Genève.

[33] In December 2018, World Wide Fund for Nature (WWF) released an official report giving environmental ratings for 15 major watch manufacturers and jewelers in Switzerland.

[34] In the jewelry and watchmaking industries, there are general concerns over the lack of transparency in manufacturing activities and the sourcing of precious raw materials, such as gold, which is a major cause of environmental issues, such as pollution, soil degradation and deforestation.

[34][35] The situation is especially serious in the developing countries which are top producers of gold, including China, Russia and South Africa.

[34] TAG Heuer, in keeping with its image as a luxury brand with an innovative spirit, has long-standing links with the world of sport and Hollywood.

[40] In addition, TAG Heuer has paid numerous celebrities to endorse its products, including: Tom Brady, Ayrton Senna, Kevin Richardson, Cristiano Ronaldo, Chris Hemsworth, Jessica Michibata, Tiger Woods, Leonardo DiCaprio, Brad Pitt, Sarah Fisher, Louis Koo, Chen Daoming, G.E.M.

Tang, Jeff Gordon, Maria Sharapova, Jeremy Lin, Juan Pablo Montoya, Kimi Räikkönen, Uma Thurman, Fernando Alonso, Lewis Hamilton,[41] Max Verstappen, Sergio Pérez, Therese Johaug, Shah Rukh Khan, Priyanka Chopra, Cameron Diaz, Sydney McLaughlin,[42] Steve McQueen, Ranbir Kapoor, Mary Kom, Alexander Rossi and Li Yifeng.

From 2017 to 2020, TAG Heuer was the official timekeeper for Gran Turismo Sport, a racing video game that was released on PlayStation 4.

[54] The endorsement with Red Bull was part of a larger promotional outreach program by former TAG Heuer CEO Jean-Claude Biver to enter into markets that may not necessarily be traditional markets for the company, an idea Biver calls "Universes", which include sport, heritage, lifestyle and art and music.

Other brand ambassadors in the "Universes" program include David Guetta, OneRepublic, Martin Garrix, Cara Delevingne, Chris Hemsworth, Manchester United F.C.

[55] Starting in May 2018, TAG Heuer picked up the sponsorship of the pagoda at the Indianapolis Motor Speedway and also sponsors the IndyCar Series.