From the 15th to 30th September, 400 Heuer watches will be simultaneously exhibited in 10 cities around the world. A unique concept to showcase TAG Heuer’s rich heritage spanning 150 years.
Paris – the classic Heuers
The Carrera, the Autavia, the Monaco… just some of the many Heuer models which, over the years, have become cult objects in the eyes of watch enthusiasts. The centrepiece of the Paris exhibition is the legendary Heuer Monaco from 1969, the first square, water-resistant automatic chronograph watch in the history of Swiss watchmaking, famously worn by Steve McQueen in the 1971 film Le Mans. It has since become an iconic watch in the Heuer collection. [TAG Heuer Paris Champs-Elysees, 104 Avenue des Champs Elysées, 85008 Paris, France]
Geneva – the major inventions
For over 150 years, TAG Heuer has been successfully overcoming challenges. The Brand has re-examined historic mechanical conventions to take Swiss watchmaking to unprecedented levels of accuracy and performance. An avant garde Swiss watch brand since 1860, TAG Heuer’s inventions have earned it legendary status. The centrepiece of the Geneva exhibition is the famous Mikrograph from 1916, the first ever chronograph accurate to 1/100th of a second. [TAG Heuer Geneva, 9 Rue Robert-Céard, 1204 Geneva, Switzerland.]
Munich – the military watches
In the mid-1960s, at the request of the German army, TAG Heuer developed a chronograph to meet the needs of air force pilots. The watch brand created the now legendary Bundeswehr, which was named after the German army and will be on show during the 15-day exhibition in Munich. [TAG Heuer Munich Theatinerstrasse, Theatinerstrasse 44, 8033 Munich, Germany]
Venice – cars and timekeeping
Motor sports are an integral part of the DNA of TAG Heuer, which for many years has been the Official Timekeeper for the biggest and most legendary motor races in history. The brand has built, consolidated and driven forward this bond with motor sports to an unprecedented level of performance, with the creation of chronographs which have pushed the boundaries of chronometric accuracy – 1/10th, 1/100th, 1/1,000th and 5/10,000th of a second. The centrepiece of the Venice exhibition is the Autavia, the first dashboard developed for AUTomobile and AVIation. [TAG Heuer Venice, San Marco 1298, 30124 Venice, Italy]
Dubai – sailing and diving
Water, surfing, sailing, sport and sportsmanship… TAG Heuer has always had close links to the sea. The brand patented the invention of one of the first water-resistant cases for a pocket watch in 1895, then created the world’s first chronograph with a dial for regattas and a tide level indicator. The centrepiece of the Dubai exhibition is the Seafarer or Maréograph from 1950, the world’s first chronograph with tide indicators. [TAG Heuer FR Dubai Mall, Gold Souk Atrium, Level G, 0 Dubai]
Singapore – Formula 1
Motor sports are an integral part of the DNA of TAG Heuer, which for many years has been the Official Timekeeper for the biggest and most legendary motor races in history, particularly Formula 1. In 1971, Heuer was the first watchmaker affiliated to a Grand Prix team – Scuderia Ferrari. The partnership ran until 1979. In 1985, TAG Heuer joined forces with McLaren, the team with which it enjoyed the longest partnership in F1 (30 years). Today, TAG Heuer is the timekeeper for the groundbreaking F1 Red Bull Racing team. The centrepiece of the Singapore exhibition is the 18 ct gold Heuer Carrera from 1970, which Jack Heuer presented to each Ferrari driver, with their name engraved on the case-back. [TAG Heuer Wisma Atria, 435 Orchard Road, #02-34/35 Wisma Atria, 238877 Singapore]
Hong Kong – cars and drivers
Motor sports are an integral part of the DNA of TAG Heuer, which for many years has been the Official Timekeeper for the biggest and most legendary motor races in history. Always avant garde — even back in 1969 — when Heuer became the first watch brand to sponsor a professional driver, Jo Siffert. The greatest champions later followed suit: Ayrton Senna, Niki Lauda, Jody Scheckter, Alain Prost, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso, Lewis Hamilton, Daniel Ricciardo and Max Verstappen. All have proudly sported a TAG Heuer during their biggest races, either on their wrist or on the counter. The centrepiece of the Hong Kong exhibition is the Heuer Carrera Indianapolis special edition from 1965. Launched in 1963, the Carrera model quickly became a must-have watch for racing drivers, thanks to its highly legible dial. [TAG Heuer Hong Kong Ocean Terminal, Shop OT213, level 2, Ocean Terminal, Harbour City, TST, Kowloon, Hong Kong]
Sydney – multisports
Skiing, boxing, golf, rugby… just some of the sports TAG Heuer has enjoyed links with over the years. With the invention in 1887 of the famous oscillating pinion for mechanical chronometers — still in use today — sports timekeeping is in the brand’s DNA. The centrepiece of the Sydney exhibition is the Ring Master from 1957, with interchangeable bezel depending on the sport in question, the inspiration for the 2016 Muhammad Ali special edition. [TAG Heuer Westfield, 188 Pitt Street, 2000 Sydney, Australia]
Tokyo – design through history
From the 1930s Monza chronograph, with the timeless design of its cushion-shaped case, to the Kirium F1 with its double time display, performance, ergonomics and comfort have always taken precedence in the design of the watch and its bracelet. The centrepiece of the Tokyo exhibition is the Time of Trip from 1911, one of the rarest pieces in the Heuer collection. [TAG Heuer Tokyo Omotesando, 150-0001 | 5-8-1 Jingumae, Shibuya-ku, Tokyo, Kanto district 150-0001, Japan]
Miami – design
From the 1930s Monza chronograph, with the timeless design of its cushion-shaped case, to the Kirium F1 with its double time display, performance, ergonomics and comfort have always taken precedence in the design of the watch and its bracelet. The centrepiece of the Miami exhibition is the beautiful Camaro from 1970. [TAG Heuer Miami District Design, 140 NE 39th Street, suite 109, 33137 Miami, USA]
