TAG Heuer BA0970 Formula 1 Caliber 16 Chronograph Swiss Made Water Resistant 2-Year WarrantyProduct Highlights The TAG Heuer brand was founded in 1860 by Edward Heuer in Switzerland, making it a long established watch manufacturer. Initially, it used the brand name "Heuer," but it changed to "TAG Heuer" in 1985 when it became part of the TAG Group. The brand has a deep connection with motorsports, serving as the official timekeeper for F1 and sponsoring F1 teams for many years. The FORMULA 1 series is a model inspired by motor racing.