TAG Heuer is based in La Chaux-de-Fonds, Switzerland, and is led by CEO Fr?d?ric Arnault. Jack Heuer, the great-grandson of the founder, is the honorary chairman. TAG Heuer maintains a watchmaking workshop in Cornol, Switzerland, and a watchmaking factory in La Chaux-de-Fonds. The TAG Heuer slogan is \"Swiss Avant-Garde Since 1860\". Heuer triple-date chronograph (circa 1955) TAG Heuer Carrera automatic chronograph with tachymeter 1860 through 1880s In 1860 Edouard Heuer founded Uhrenmanufaktur Heuer AG (English: Heuer Watchmaking Inc.) in St-Imier, Switzerland.[2] Edouard Heuer patented his first chronograph in 1882 and in 1887 patented an \"oscillating pinion\" still used by major watchmakers of mechanical chronographs.[3][4] 1910s In 1911, Heuer received a patent for the \"Time of Trip\", the first dashboard chronograph. Designed for use in automobiles and aircraft, two large hands mounted from the center pinion indicate the time of day, as on a traditional clock. A small pair of hands mounted at the top of the dial (12 o\'clock position) indicates the duration of the trip (up to 12 hours). A top-mounted crown allows the user to set the time; a button mounted in that crown operates the start/stop/reset functions of the \"duration of trip\" counter. Heuer introduced its first wrist chronograph in 1914. The crown was at the 12 o\'clock position, as these first wrist chronographs were adapted from pocket chronographs. In 1916 Edward Heuer\'s son, Charles-Auguste, introduced the \"Mikrograph\", the first stopwatch accurate to 1/100 of a second. This model was soon followed by the \"Semikrograph\", a stopwatch that offered 1/50 of a second timing, as well as a split-second function (which allows the user to determine the interval between two contestants or events). 1930s and 1940s In 1933, Heuer introduced the \"Autavia\", a dashboard timer used for automobiles and aviation (whence its name, from \"AUTos\" and \"AVIAtion\"). The companion \"Hervue\" was a clock that could run for eight days without being wound. Over the period from 1935 through the early 1940s, Heuer manufactured chronographs for pilots in the Luftwaffe, known as \"Flieger\" (pilot) chronographs. The earlier version featured a hinged-back case and one pusher (for start/stop/reset); the later version had a snap-back case and added a second pusher (for time-in and time-out). All these Flieger chronographs had two-registers, with a capacity of 30 minutes.\"[5] In the mid-1940s, Heuer expanded its line of chronographs to include two- and three-register models and a three-register chronograph that had a full calendar function (day/date/month). As the highest development of Heuer\'s chronographs, these \"triple calendar\" chronographs came in stainless steel and 14, 18, and 22 karat gold cases. Dial colors were white, black, or copper. 1950s In the early-1950s, Heuer produced watches for the American retailer Abercrombie & Fitch. The \"Seafarer\" and \"Auto-Graph\" were chronographs produced by Heuer to be sold by Abercrombie & Fitch. The \"Seafarers\" had special dials?with blue, green, and yellow patterns?that showed the high and low tides. This dial could also be used to track the phases of the moon. Heuer produced a version of the \"Seafarer\" for sale under the Heuer name, with this model called the \"Mareographe\". Heuer produced the \"Auto-Graph\" in 1953 and 1954, which featured a tachymeter scale on the dial and a hand that could be preset to a specific point on the scale. This complication allowed a rally driver or navigator to determine whether the car achieved the desired pace over a measured mile. Advertisements and literature also pointed out that this hand could be rotated to count golf scores or other events.[6] Auto dashboard timers From 1911, Heuer manufactured timepieces to be mounted on the dashboards of automobiles, aircraft, and boats. These clocks and timers included a variety of models designed to address the specific needs of racers and rallyists. In 1958, Heuer introduced a new line of dashboard timepieces, which included the Master Time (8-day clock), the Monte Carlo (12-hour stopwatch), the Super Autavia (full chronograph), Sebring (60-minute, split-second timer), and Auto-Rallye (60-minute stopwatch). Heuer continued to manufacture these dashboard timepieces into the 1980s when Heuer discontinued them. Heuer also introduced timing devices for ski and motor racing events, including Formula One.