TAG Heuer TAG Heuer watches, the brand that symbolizes innovation, precision, and performance in the art of Swiss watchmaking. An obsession with ultimate precision and a passion for prestigious sports has marked the Tag Heuer family business since 1860. The Tag Heuer watch brand is the only company that offers timepieces that are accurate to 1/10th, 1/100th and 1/1000th of a second for wristwatches, and to 1/10,000th of a second for timekeeping.