Edouard Heuer started the Tag Heuer company in 1860. This is today a brand that is in a league of its own. As a sports watch worn by the most famous of celebrities, it is the dream watch for many people around the world. With an extremely high price tag Tag Heuer watches are not considered the watch for everybody. Associated with Formula One car racing and Americas Cup sailing amongst other sporting events, this watch is seen on the wrists of many famous celebrities. This began back in 1845 when a Tag Heuer watch was worn by Eisenhower. Other wearers of Tag include Brad Pitt, Tiger Woods, Steve McQueen, Uma Thurman, Maria Sharapova, Yao Ming and Kimi Raikkonen.