Tag Heuer's sport watches, with their associations to auto racing, yachting and golf, are favored by athletic men and women alike. But Tag Heuer is more than just a brand with commercial ties to professional athletes and movie stars. Since its founding almost 150 years ago Tag Heuer has been an innovator of watch function: developing the first mechanical timekeeping instrument capable of measuring hundredths of seconds and the first electric timekeeper to measure thousandths of seconds.