SAVOIR FAIRE Celebrating our Swiss Made Avant-Garde

August 1, 1891. It’s an historic day for Switzerland, marking the 600th anniversary of the Federal Charter of 1291, the founding act of the Confederation of the Three Cantons, which would later become Switzerland. On this day, Switzerland celebrates its rich history, traditions, and savoir-faire—a term now synonymous with watchmaking excellence and Swiss Made. This label is more than a mere symbol; it embodies the soul and identity of Switzerland, particularly in the realm of watchmaking. For centuries, Switzerland has built an unparalleled reputation in horology, thanks to exceptional craftsmanship, constant innovation, and unmatched precision.

Since its founding in 1860 by Edouard Heuer at St-Imier in the canton of Bern, the company quickly distinguished itself through its spirit of innovation. Over time, it has successfully developed its expertise with revolutionary and avant-garde mechanisms, laying the foundation for what would become an iconic brand. In 164 years of history, TAG Heuer has always embodied the Swiss values of quality and precision: from its first pocket watches to today’s sophisticated chronographs, the brand has remained true to its roots while evolving with the times.

So, what does the Swiss Made certification entail in concrete terms? It’s a testament to the meticulous craftsmanship and uncompromising rigor that goes into each Swiss watch. For a timepiece to earn this prestigious label, at least 60% of its value must originate from Switzerland, and its final assembly must take place in the country. This is the case for TAG Heuer, where every element of our watches is meticulously assembled at the La Chaux-de-Fonds manufacture. The Swiss Made certification guarantees precision, durability, and reliability. It reflects a commitment to a tradition of perfection and innovation that continues to elevate Switzerland’s reputation on the global stage.