TAG Heuer S.A. (English pronunciation: pron.: /ˌtæɡ ˈhɔɪ.ər/ tag hoy-ər) designs, manufactures and markets luxury TAG Heuer-branded watches, chronographs and fashion accessoriesand 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 ofUhrenmanufaktur 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 Moët Hennessy • Louis Vuitton.