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TAG Heuer began as Uhrenmanufaktur Heuer AG and was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. 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 1933, Heuer introduced the “Autavia”, a dashboard timer used for automobiles and aviation (whence its name, from “AUTos” and “AVIAtion”). Over the period from 1935 through the early 1940s, the company manufactured chronographs for pilots in the Luftwaffe, known as “Flieger” (pilots) chronographs. TAG Heuer was formed in 1985 when TAG (Techniques d’Avant Garde), manufacturers of high-tech items such as ceramic turbochargers for Formula One cars, acquired Heuer. TAG Heuer, in keeping with its image as a luxury brand with an innovative spirit, has long standing links with the world of sport and Hollywood. Its current lines include Formula One, Aquaracer, Link, Carrera, Monaco and Grand Carrera.