The term HEUER is a Swiss watchmaker founded in 1860 by Edouard Heuer. TAG is an abbreviation for Techniques d'Avant Garde, a holding company that acquired Heuer in 1985. Heuer is known for its chronographs and stopwatches, which have been used in motor racing since the 1930s. The company has also produced watches for the military, divers, and astronauts. Today, Heuer is part of the TAG Heuer brand, which is owned by LVMH Moët Hennessy Louis Vuitton.