TAG Heuer is a Swiss watchmaker known for manufacturing mid-range sports watches and chronographs for both men and women. Many of their watches are water resistant to a depth of 200 meters or more, which makes them extremely durable for everyday use.

TAG Heuer was formed in 1985 when TAG (Techniques d'Avant Garde), manufacturers of high tech items such as ceramic turbochargers for formula 1 cars joined the Heuer group, which was already a renowned watchmaker specializing in racing chronographs. Together they modernized the product line and became one of the biggest names in Swiss watches.

TAG Heuer has always had a strong connection with auto racing, and in fact first became known on a worldwide basis when Steve McQueen wore a Heuer "Monaco" chronograph in the 1971 film "Le Mans". Tiger Woods is one of the many stars of sport currently sponsored by TAG. TAG Heuer is now part of the LVMH group.