It is located on the right side of the Tag Heuer logo on the back of the watch. It is not as deeply engraved as the rest of the markings on the back, but rather is very lightly 'tapped' into the metal. 
SOURCE: how can i make the date of my tag heuer formula 1
To s e t t h e t i m e a n d d a t e
Your TAG Heuer chronograph is fitted
with a screw-in crown and safety seals
which guarantee it to be waterproof
to 200 m (660 ft).
Position 0: Crown is screwed in
(normal position).
Important: The crown must be
screwed in correctly to guarantee
the water-resistance of the watch.
Position 1: Crown unscrewed.
To change the hour (change of time
zone) or date quickly, unscrew the
crown, pull it out to position 2 (quick
corrector) and turn it in either
direction. This mode allows you to
change the hour and the date without
any loss of minutes.
The date changes each time the
hour-hand passes midnight.
To set the time, unscrew the crown,
pull it out to position 3 (setting the
time) and turn it in either direction.
After setting the date or the
time, push the crown back and
screw in to position 0.
SOURCE: formula 1 battery replacement
I did it myself.Very easy use battery #394 buy at Walmart $5 made in Germany. I bought special tool to open and close the
watch on ebay
SOURCE: Tag Heuer Formula 1. I have set it and in 15 min
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SOURCE: Tag Heuer Formula 1 with alarm WAH111A.RWV3350
You can find the instructions on the Tag wed site (www.tagheuer.com), select "watches" then "formula 1"
then "man" and then the model of your watch.
On the right of the page is a small menu,select "user manual"
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