by Alannah Arguelles

May 13, 2010, 1:11 PM

The Tag Heuer Tesla Roadster and two Tag Heuer Carrera Calibre 1887 watches. The Carrera is the first Tag Heuer watch to be powered by the brand’s new Calibre 1887 chronograph movement. Courtesy of Tag Heuer.

Edouard Heuer, who founded luxury Swiss watch company Tag Heuer in 1860, lived by a very basic principle: if you can measure it, you can better it. Over time, these simple few words—an articulation of the Heuer family’s commitment to precision, athleticism, discipline, and luxury—have marked the hours, minutes, and seconds (down to the 1/10,000th of a second) on the wrists of everyone from Leonardo DiCaprio and Maria Sharapova to Steve McQueen and Tiger Woods.

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150 Years of Tag Heuer