TAG Heuer charges a lot for its time. TAG Heuer International, operating through its Swiss-based TAG Heuer SA unit, designs and creates men's and women's prestige sports watches and chronographs (timepieces with stopwatch features). Some collection names include Carrera, Formula 1, Link, and Monaco. Long aligned with the sports world (its ancestor, Heuer, began keeping official time for the Paris Olympics in 1924), TAG Heuer promotes its upscale timepieces and other products through endorsements by athletes and celebrities and via sporting event sponsorships. French luxury goods company LVMH, which makes and markets several other high-end lines, owns TAG Heuer.