Motor racing and luxury watches have long been intertwined - Rolex, for example, was named the official timekeeper of the Daytona International Speedway in 1962, and its Daytona would appear soon afterward. Its chronograph technology eventually migrated to wrists. It supplied stopwatches to the Olympics during the early 20th century, not long after Edouard’s son, Charles-Auguste Heuer was installed as head of the company. The watchmaker made timepieces for the medical profession and precision chronographs for the dashboards of airplanes and motor vehicles in the years that followed. Heuer’s interest in sports led to further innovations in watchmaking, as the company produced pocket chronographs for the crowds that gathered at horse races and greyhound races during the 1880s. Heuer registered his first patent as Edouard Heuer & Compagnie in 1869 for the oscillating pinion, a keyless winding mechanism that revolutionized the chronograph and became the standard for all modern watches. The company originated in the small town of St-Imier in Switzerland, where Edouard Heuer began making silver pocket watches on his family farm in 1860. The esteemed brand TAG Heuer embodies the rich and innovative spirit of Swiss watchmaking and has played a prominent role in the long history between motorsports and luxury watches.
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