This month, luxury watch brand Tag Heuer launched the Edward Club, a free members-only club named after its founder, Edward Heuer. Membership is open only to customers who purchased a Tag Heuer watch at an authorized retailer in Japan, and existing owners also receive special benefits. Membership entitles members to exclusive benefits such as extended warranties, discounted maintenance fees, and invitations to Tag Heuer-sponsored events. Registration is available online. Tag Heuer's origins date back to 1860, when Edouard Heuer founded a watchmaking workshop in the Swiss Jura region. He brought significant advancements to the watch industry with his patented "oscillating pinion" and other innovations. Favored by historical figures such as General Eisenhower and Steve McQueen, the brand's precision and durability have led to it being selected as the official watch of numerous sporting events, including the Olympics. In 1999, the brand became part of the Louis Vuitton Moët Hennessy (LVMH) group.