shared victory in the Peugeot Sport car #9, driven by Alexander Wurz and David Brabham. Over 40 years, TAG Heuer has cultivated its relationship with the 24 Hours of Le Mans.

And this year, 2010, Audi, partnered and timed by TAG Heuer, achieved a historic 1-2-3 finish at the 24 Hours of Le Mans. In the race, Audi #9, driven by Timo Bernhard, Romain Dumas, and Mike Rockenfeller, crossed the finish line, followed by Audi #8 (Marcel Fässler, André Lotterer, Benoît Tréluyer) and Audi #7 (Rinaldo Capello, Tom Kristensen, Allan McNish). Audi Sport, in their 12th participation this year, secured their 9th victory. Nine drivers and Ulrich (Head of Audi Sport) stood on the podium, adorned with TAG Heuer'schronographsand logos. Through this 1-2-3 finish, Audi Sport and TAG Heuer shared in the triumph.

Similarly, at the Montreal Grand Prix, Lewis Hamilton and Jenson Button secured victories, with McLaren continuing to lead the F1 championship. TAG Heuer's passion for motorsport shows no sign of waning.

BRAND HISTORY
TAG Heuer is a brand respected by many athletes, particularly racers, for its active involvement in sports since its inception and its continuous support for the evolution of motorization.

Its predecessor, Heuer, was founded in 1860 in Saint-Imier, Switzerland, by Edouard Heuer, who was then only 20 years old. The company obtained a patent for a winding crown system in 1868 and showcased a split-seconds chronograph at the 1889 Paris Exposition Universelle, winning a silver medal, demonstrating its early prowess.

In 1916, they unveiled the "Micrograph," a stopwatch masterpiece still celebrated today. This groundbreaking instrument, capable of measuring to 1/100th of a second, propelled Heuer to global recognition as an indispensable brand in the world of sports.

Indeed, this achievement led to Heuer being appointed as the official timekeeper for three Olympic Games, starting with the Antwerp Games in 1920.

While the company had already introduced the "Time of Trip" dashboard clock for automobiles in 1911, its deep involvement with motorsport continued unabated.
In 1964, they launched a chronograph named after the legendary road race "Carrera," which was favored by many racers at the time.

Then, in 1969, they introduced the "Monaco," equipped with the world's first self-winding chronograph movement. Famously loved by Hollywood star Steve McQueen both on and off-screen, its image was seared into the minds of race fans worldwide through the iconic film "Le Mans."

Like many other brands, Heuer faced a period of financial crisis in the 1970s due to the quartz shock. However, in 1985, with investment from the TAG Group, which also owned the F1 McLaren team, the company made a remarkable comeback and was renamed TAG Heuer.

Beyond deepening its ties with motorsport, the brand actively promoted itself by enlisting ambassadors such as Tiger Woods, Maria Sharapova, Brad Pitt, and Uma Thurman. In terms of mechanics, it garnered significant attention with the 2004 prototype "V4," which utilized timing belts and ingots, and in 2005, the "Calibre 360," an automatic chronograph capable of measuring to 1/100th of a second, the first of its kind in a wristwatch.

Founding Year: 1860
Place of Founding: Saint-Imier, Switzerland
Main Series Names: Grand Carrera, Carrera, Link, Monaco, New Aquaracer, Formula 1
Inquiries: LVMH Watch & Jewelry Japan, TAG Heuer Division, 03-3613-3951
Official Website: http://www.tagheuer.com/