Behind the Label: TAG Heuer

Who is TAG Heuer?

Over 150 years ago, an incredibly inventive and precise 20-year-old Swiss watchmaker named Edouard Heuer founded a watchmaking workshop that would go on to become the world-renowned TAG Heuer. Heuer patented the first chronograph in 1882 and the company developed the world's first wrist chronograph in 1914.

In 1962, TAG Heuer became the first Swiss watchmaker to launch into space when John Glenn wore the company’s stopwatch on the inaugural U.S. manned space flight to orbit the Earth.  Expanding on its cutting-edge tradition, the watchmaker recently debuted its Mikrotimer Flying 1000, a concept mechanical watch boasting a previously- unheard-of accuracy of 1/1000th of a second.

Unmatched timekeeping precision has always been TAG Heuer’s passion and this feature has earned the loyalty of professional and amateur athletes around the globe. 

With an eye on expansion, TAG Heuer launched a performance-oriented eyewear collection in 2002. 

Excellence in Sports Vision 

Precision and performance are the hallmarks of the TAG Heuer Avant- Garde Eyewear line. This cutting-edge collection, which is entirely handmade in France, delivers intensely researched ergonomic design and supreme wearability. Its seamless design plays off invisible hinges and temples of Elastomer, a composite rubber used in Formula 1 racecar tires for its resistance to both extreme heat and cold. It borrows materials from the highest standards of Swiss watchmaking, including 316L stainless steel. Beta titanium and carbon fiber are also employed for unrivaled durability, while a number of styles are luxuriously finished and wrapped in fine leathers such as alligator, calfskin, and python.

The TAG Heuer eyewear line’s lenses are handcrafted in France and have 100 percent UV protection, anti-reflective coating, and are high-impact shock- resistant. The collection also features an extensive prescription lens program, including the unique Panorama program that creates one-of-a-kind prescription shields. With such impressive credentials, it’s no wonder that this refined and innovative eye-wear collection has been the recipient of six coveted SILMO awards over the past decade.

Extreme Performance

One of TAG Heuer’s most seductive, sporty, and powerfully sleek eyewear designs to date is the L-Type Lightweight, an exceptionally lightweight sunglass that is part of the prestigious L-Type series. Fusing the performance-enhancing features of carbon fiber and pure titanium, this groundbreaking frame is also meticulously handmade in France. The L-Type LW features a sophisticated, ergonomic design for urbane comfort and solid reliability, living up to the rigors of everyday wear and to the grueling demands of competitive sports.

Shop all TAG Heuer sunglasses and prescription glasses here