TAG Heuer is a Swiss luxury watchmaker that designs, produces and markets watches and fashion accessories, as well as eyewear and mobile phones manufactured under licence by other firms and bearing the brand name TAG Heuer. The firm, founded in 1860 by Edouard Heuer in St-Imier, Switzerland, began as Uhrenmanufaktur Heuer AG. In 1985 TAG Group acquired a controlling interest in the company and formed TAG Heuer. In 1999, approximately 100 per cent of French luxury goods company LVMH was acquired by the Swiss conglomerate. The name TAG Heuer fuses the poet's nickname with the words "Techniques d'Avant Garde." Head of TAG Heuer is CEO Stéphane Bianchi, with headquarters in La Chaux-de-Fonds, Switzerland. The founder's grand-grandchild, Jack Heuer, is the Chairman of Honour. TAG Heuer runs a watchmaking workshop at the watchmaking plant in Cornol, Switzerland and La Chaux-de-Fonds. TAG Heuer's motto is, "Swiss Avant-Garde since 1860." Heuer was granted a patent in 1911 on the first Dashboard chronograph, the "Time of Flight." Two large hands hanging from the middle pinion, designed for use in automobiles and aircrafts, display the time of day as on a conventional clock. A tiny pair of paws, put above the dial, show the duration of the journey. A top-mounted crown allows the user to set the time; the start / end / reset functions of the trip counter period in 1914 are performed by a button in that crown. Heuer had his very first wrist chronograph created. Around 12 o'clock the crown was in place, when the pocket chronograph inspired the first wrist chronographs. The "Mikrograph" was invented in 1916 by Charles-Auguste as a friend of Edward Heuer's, the first 1/100 of a second precise stopwatch. The "Semikrograph," a stopwatch offering 1/50 of a second time, and a split-second element followed the trend easily. In 1975 Heuer introduced a mechanical chronograph, the Chronosplit, featuring combined LED and LCD screens. Two Lead screens turned up at the later ones. Heuer published a series of trend-inspired Lemania 5100 chronographs in the mid-1970's. The gestures of the Lemania 5100 include the minute hand for the chronograph on the middle pinion (rather than on a smaller register), which significantly increases legibility. The Lemania 5100 operation is considered very robust and has been used in numerous military chronographs issued to pilots. There are ten models of Heuer chronograph powered by Lemania stainless steel, black finished, pewter-coated, Carrera dialed acrylic crystal PVD finish, Carrera dialed acrylic crystal stainless steel, as well as Silverstone (Black dial steel case) and Cortina (Blue dial steel case) models; A.M.I. (Italian Air Force) model 510.543 and a special edd. Several of the more recent[announced versions include the Monaco V4 (whose movement is guided by belts instead of gears); the Carrera Calibre 360 and the Monaco 69, each with a millisecond-precise optical chronograph and a traditional mechanical movement, with a hinged mechanism that enables wearers to switch the watch between their two distinct dials. Since 2004 Christoph Behling, from London, has been chief designer of TAG Heuer. The collaboration has also helped to launch some of the company's most famous products, such as the Mikrogirder 1/2000th, the fastest chronograph in the world, in 2012. Many TAG Heuer watches have chronographs on them. In January 2011, TAG Heuer introduced the latest Carrera Mikrograph, the first TAG Heuer to use the micrograph technology in-house and is accurate to 1/100 of a second. In turn, TAG Heuer has introduced the special version of the Carrera MP4-12C to mark the introduction of the McLaren MP4-12C Supercar. TAG Heuer has been a member of McLaren F1 team for more than 26 years. The company motto of TAG Heuer is: "Don't crumble under pressure." The phrase was first introduced in 1991.