Category Archives: Events

New TAG Heuer 360 Museum

TAG Heuer just introduced the first avant-garde 360 degree watch making museum which covers 150 years of heritage. So what makes TAG Heuer so different from the competition? Jean Christophe Babin, TAG Heuer President and CEO, recently posted on the TAG Heuer webiste and answer to that question by stating:

TAG Heuer carries within it the visionary genes of its founders Edouard Heuer and his sons Jules-Edouard and Charles-Auguste: entrepreneurship, innovation, an obsession with ultimate precision, and a deep love of prestigious sports. From the oscillating pinion to the Mikrograph, the world’s first mechanical stopwatch accurate to 1/100th of a second, the foundations on which TAG Heuer has built its strength today were in place very early on. Ever since then – and without a doubt this is one of the brand’s great assets – men such as Charles-Edouard, Hubert and Jack Heuer, and more recently the contemporary management teams, have had the wisdom to build the brand’s strength around these central characteristics, to keep the focus of their efforts, on both product development and communication, within the framework established by our founding fathers. Our DNA is unique; it was created in the late 19th century and continues to drive a substantial proportion of our development in the early 21st century: The Calibre 360 launched in 2006 perpetuates the obsession with precision that resulted in the Mikrograph in 1916; while the TAG Heuer Formula 1 embodies the ultimate blend of prestige and performance, sport and glamour as the Olympic Games and greyhound races did in the 1920s.

The TAG Heuer 360 museum is full of innovation, design and technology. The museum has been designed to house a 360 degree conic movie screen, the first in the world. The entire museum is managed by 12 computers which processes an amazing 1 million images per hour. The TAG Heuer 360 Museum is located in TAG Heuer headquarters in La Chaux-de-Fonds, Switzerland. The location is economically efficient. For example, the museum is and energy saving machine that allows external and natural light to spread throughout the building by entering through the roof by elevator tubes and office windows.

One of the most amazing features is the crystal glass as a circular video screen that is floating overhead and beveled to provide a view to visitors below. The speakers are only audible to those directly below. The timeline is another amazing feature. A 50 meter long band of brushed aluminum with glass ribbon is eye level on all walls. Behind the glass ribbon is 8 video screens and 51 back-lit images with text.

For more details take the virtual tour… it’s almost like you are actually there.