For two weeks as of September 16th, ten TAG Heuer boutiques across the world will each exhibit a themed collection featuring vintage Heuer models from the Manufacture museum in La Chaux-de-Fonds, as well as pieces loaned by local collectors.
A total of 400 pieces will be exhibited simultaneously in 10 countries with 10 specific themes.
The event will be launched as part of an initiative to reinforce and showcase TAG Heuer’s rich history. Since then, heritage has become one of TAG Heuer’s four pillars of communication, along with sport, lifestyle and art/music. TAG Heuer’s heritage is one of the strongest and most important of all the Swiss watch brands. Based in La Chaux-de-Fonds for 150 years, the brand has taken Swiss watchmaking to unprecedented levels of accuracy and performance while preserving its avant-garde spirit. The brand also has very close ties to the Heuer family, including the founder’s great-grandson, Jack Heuer, who ran the company from 1958 to 1982. Responsible for numerous pieces which have since acquired iconic status, including the Autavia, as well as the first sports sponsorship agreements, he is still the brand’s Honorary Chairman.
From the pocket watch to on-board counters, including the many patents that have revolutionised the history of the watch brand and the industry, this exhibition will showcase TAG Heuer’s rich heritage in all its glory.
Each city will have a specific theme within the exhibition: Paris – the classic Heuers; Geneva – the major inventions; Munich – the military watches; Venice - cars and timekeeping; Dubai – sailing and diving;, Hong Kong – cars and drivers; Sydney – multisports, Tokyo – design through history; Miami – design and Singapore – Formula 1, where the exhibition has been launched on September 13th in the presence of the Brand Ambassador Patrick Dempsey.
The star model in the Geneva exhibition, to be held at Rue Céard 9, will be the famous 1916 Mikrograph, the first ever chronograph accurate to the nearest hundredth of a second.
September 07, 2017