"You have to learn the rules of the game. And then you have to play better than anyone else."

Before Albert Einstein, time was a relatively easy thing to wrap your brain around: it was a straight line, moving ever forward at a constant pace through a uniformly predictable and unchanging space.

Since Einstein, however, things have become more complicated, exhilarating and accelerated. Time is no longer absolute but relative, intimately linked to one’s place and perspective in the universe. His time bomb has changed everything, including our notions of here and now. He has made time travel plausible, and timelessness itself a reality…


From the start, young Albert rebelled against convention and clashed with authority.
School was dull, the teachers rigid and uninspiring. So he did the minimum, all the while feeding his growing intellect with a steady diet of Euclid and a voracious intake of philosophy and physics books snuck in on the side. He confronted failure early and often: first his father’s business failed, then he failed...

his entrance exams at the Swiss Federal Polytechnic in Zürich, and then, after finally graduating, he failed to find a teaching position, despite a desperate two-year search throughout Europe. Frustrated, he was forced to lower his sights and settle for an assistant clerk’s position. But while sitting at his desk at the Swiss Patent Office in Bern, processing patents for precision-coordinated timekeeping mechanisms, his mind began to wander, from clock synchronization, train schedules and time zones to the problem of simultaneity—trains pulling into stations, observers watching their watches. This was the origin of a “thought experiment” that rocked the foundations of Newtonian physics and paved the way for everything from nuclear energy to space travel to USB drives, smartphones and the Theory of Everything. His contribution was not just scientific, however, but also ethical, embracing the full sweep of civil rights movements. Lover of music, author of hundreds of scientific articles and books, spokesman for peace, freedom and justice—it is no accident that his name is now a synonym for genius. Like TAG Heuer in its own more modest way, Albert Einstein was a path-breaker who refused limits and pushed forward against all boundaries with creativity and passion. He is the embodiment of our values and aspirations.



For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.