Edouard Heuer started the TAG Heuer company in 1860. This is today a brand that is in a league of its own. As a sports watch worn by the most famous of celebrities, it is the dream watch for many people around the world. TAG Heuer watches are not considered the watch for everybody. Associated with Formula One car racing and Americas Cup sailing amongst other sporting events, this watch is seen on the wrists of many famous celebrities. This began on 1945 when a TAG Heuer watch was worn by Eisenhower. TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance.