Since its establishment in 1860 by Swiss watchmaker Edouard Heuer in Saint-Imier, Switzerland, the brand has been recognized for their beloved chronographs and iconic sports watches. Producing mechanical instruments and timepieces for professionals, the brand created one of the most accurate stopwatches, the Microsplit, which can measure time up to hundredth of a second, and later served as the official timekeeper for several Olympic Games. Though the brand has produced numerous chronographs throughout the decades, its most seminal model came in the form of the Monaco, a square-shaped chronograph made famous by American actor Steve McQueen in the 1971 film, Le Mans. In 1985, British businessman Ron Dennis and Luxembourg-based Technique d’Avant Garde (TAG) purchased the watchmaker from Swiss watch movement maker, Lemania, renaming the brand to its present name. In 1999, the brand was incorporated as a subsidiary of the French luxury conglomerate LVMH.