For those of you who have a Tag Heuer, you know its a great watch. But did yo know that it has been a watch company since 1860? That’s over 100 years of grinding away to build brand recognition and that work has obviously paid off. Tag Heuer was born from humble beginnings and thanks to the perseverance of it’s founder worked it’s way up through generations to make it the success it is today.

Jack W. Heuer, the great-grandson of Edouard Heuer and fourth generation to the Heuer legacy, is the Honorary Chairman of the Swiss brand. His autobiography entitled The Times of My Life gives us an insight to the challenges of the watchmaking industry throughout their 154 years of operation.


He also shares many of the biggest accomplishments of the company, like having the honor of fitting a watch for Steve McQueen for the film Le Mans in 1970. Along with that, they developed the Carrera watch that is said to be one of the most iconic pieces of all time, have close ties to Formula 1 racing, and have been able to keep the integrity and values of the brand consistent from a small business to the prestigious, world-renowned manufacturer that it is today.


The company went on to win the Geneva Watchmaking Grand Prix in 2012 and have sponsorships with the F1 Vodafone McLaren Mercedes team and its world Champion Jenson Button, the Automobile Club of Monaco for the Monaco Grand Prix, and the FIA Formula E Championships. They also are a partner of Oracle Team USA, who won the 34th America’s Cup in 2013 for sailing, and work with actors like Cameron Diaz and Leonardo DiCaprio among others. The brand continues to be a leader in electronic innovation and one of the most legendary watchmakers for more than a century.