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.
Dubai 4th September 2017: 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.
About this project, Jack Heuer, TAG Heuer Honorary Chairman stated: 'I am overwhelmed about what is happening to the old Heuer and TAG Heuer brand. I am truly very thankful to find the rich heritage of this brand so brilliantly and professionally translated to write a bright future!'
From the 16th to the 30th September, collectors, fans of the brand and those who are simply curious will be able to discover unique pieces from the brand's history. 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; Singapore – Formula 1, Hong Kong – cars and drivers; Sydney – multisports, Tokyo – design through history; Miami – design.
For each participating boutique, TAG Heuer has chosen one key collector to select the twenty pieces to be exhibited from among other local collectors.
About his project, Jean-Jacques von Erlach, a Heuer Collector from Switzerland stated: «As a true and proud Heuer Collector, it is of course an honour for me to participate in this unique and one-of a kind project!»
This event represents a fresh opportunity for TAG Heuer to excite and involve its community of collectors, and to offer a unique look back at its heritage while strengthening its customer relations.