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TAG Heuer S.A. is a Swiss manufacturing company that designs, manufactures and markets watches and fashion accessories as well as eyewear and mobile phones manufactured under license by other companies and carrying the Tag Heuer brand name. TAG Heuer began as Uhrenmanufaktur Heuer AG, founded in 1860 by Edouard Heuer in St-Imier, Switzerland. The company was purchased by Techniques d'Avant Garde in 1985, when the Heuer brand became TAG Heuer. In 1999, TAG Group sold TAG Heuer to French luxury goods conglomerate LVMH. The name TAG Heuer combines an abbreviation for Techniques d'Avant Garde and the surname Heuer.