Ten Globetrotter exhibitions are being held simultaneously in ten different cities for the first time as a close collaboration between TAG Heuer and its collectors. The brand new Avant-Garde concept, will showcase the brand's heritage and a total of 400 timepieces.
Dubai, United Arab Emirates, September 16, 2017 – The TAG Heuer Globetrotter exhibition opens to the public tomorrow, Friday September 15. The exhibition, running until September 30 in Dubai Mall, is one of ten simultaneous exhibitions across the world, each with a specific theme focusing on a major aspect of the brand's heritage. For each participating boutique, TAG Heuer has chosen one key local collector to select twenty pieces to be exhibited alongside twenty pieces from the TAG Heuer Museum. This unique concept from the Avant-Garde Swiss watchmakers will showcase a total of 400 pieces across 10 countries for two weeks.
TAG Heuer's Dubai exhibition is aptly centred around sporting themes of yachting, regattas, sailing and diving, reflecting the brands close links with sea, and the UAE's historical relationship with the Arabian Gulf. The brand patented the invention of one of the first water-resistant cases for a pocket watch over 120 years ago, and subsequently went on to establish the world's first chronograph with a dial for regattas and tide level indicator. The Seafarer or Maréograph, the world's first chronograph with tide indicators, created in 1950, will act as the centrepiece of the Dubai exhibition.
The ‘travel through time' project was the brainchild of TAG Heuer CEO Jean-Claude Biver back in 2015, to celebrate the brands 150-year history. Speaking at the grand opening in Dubai, was local collector Yousuf Gargash, who prior the event said; “I discovered Heuer rather recently and I felt immediately passionate about the brand. Diving in the history of such a rich brand is very inspiring for my daily way of life to always re-invent yourself like Heuer was able to do.”
Jack Heuer, the grandson of founder Edouard Heuer, and the honorary chairman of the brand 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!'
TAG Heuer's heritage is one of the strongest and most enduring 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.
From the 15th 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 in Dubai Mall, and visitors who participate in the on-site competition are in with a chance to win a tour of TAG Heuer's base in La Chaux-de-Fonds, when all the pieces from around the world are returned to the museum.
Each of the nine other cities will also have a specific theme within the exhibition, such as the Classic Heuers in Paris, the Military timepieces in Munich, or the Major Inventions exhibition in Geneva. Singapore, Hong Kong, Tokyo, Sydney and Venice will also play host to the Globetrotter exhibition, with such themes as vintage motor-racing, and design.
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.