Since the 1860s, Edouard Heuer and the company that he founded have been responsible for some remarkable watch making achievements. Heuer introduced the 1/10th second time measurement and the flyback mechanism. In 1985, the TAG group acquired the company and subsequently renamed it TAG-Heuer. The firm has had strong affiliations with the Olympic Games, Formula 1 racing, and numerous sporting personalities. TAG-Heuer's current watch collection boasts stylish sporting designs that feature advanced quartz and mechanical movements.