TAG Heuer S.A. designs, manufactures and markets luxury TAG Heuer-branded watches, chronographs and fashion accessories and markets Swiss luxury TAG Heuer-branded eyewear and mobile phones manufactured under license by other companies. TAG Heuer traces its roots to the 1860 foundation of Uhrenmanufaktur Heuer AG by Edouard Heuer in St-Imier, Switzerland. The company was purchased by TAG Group (Holdings) S.A. in 1985 and the Heuer brand became TAG Heuer. In 1999, TAG Group sold TAG Heuer to French luxury goods conglomerate LVMH Mot Hennessy Louis Vuitton. Notable wearers and brand endorsers of TAG watches include Barack Obama,Lewis Hamilton,Leonardo DiCaprio, Tiger Woods and Brad Pitt TAG Heuer is based in Neuchtel, Switzerland and is led by President and CEO John-Christophe Babin. Jack Heuer, the great grandson of the founder, is the Honorary Chairman.