Founded in 1860 by Edouard Heuer in St-Imier, Switzerland originally known as Uhrenmanufaktur Heuer AG. In 1985 TAG Group pruchased majority stake in the company, forming Tag Heuer, and in 1999 French luxury goods conglomerate LVMH bought nearly 100 percent of the Swiss company. In 1882 Edouard patented his first chronograph, and in 1887 invented the "oscillating pinion" easing the manufacturing process, and drastically increasing functionality and efficiency. Tag Heuer today represents the link between luxury, sports, and precision with their countless iconic designs, such as Formula One, Aquaracer, Monaco, and Carrera just to name a few. Tag Heuer situated themselves very comfortably in their niche of chronographs used for the timing of sports events.