These exhibitions are being organised for the first time as a close collaboration between TAG Heuer and its collectors. A brand new avant garde concept, to showcase the brand’s heritage.
Today, TAG Heuer is very proud to launch the Heuer Globetrotter exhibition. For two weeks from the 16th September, 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. A totally fresh, unique concept, as you would expect from the Avant Garde brand.
The event will be launched as part of an initiative to reinforce and showcase TAG Heuer’s rich history, conceived by TAG Heuer CEO Jean-Claude Biver in 2015. 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, TAG Heuer 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.