From the 15th to 30th September, 400 Heuer watches will be simultaneously exhibited in 10 cities around the world.
Ten TAG Heuer boutiques across the world will each exhibit vintage Heuer models from the Manufacture museum in La Chaux-de-Fonds, as well as pieces loaned by local collectors.
“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,” says Jack Heuer, TAG Heuer 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 heritage. For each participating boutique, TAG Heuer has chosen one key collector to select the twenty pieces to be exhibited from among other local collectors.
Paris – the classic Heuers
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.
TAG Heuer Paris Champs-Elysees, 104 Avenue des Champs Elysées, 85008 Paris, France
Geneva – the major inventions
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, named after the German army and will be on show.
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, with chronographs that push the boundaries of chronometric accuracy. 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
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 The Dubai Mall, Gold Souk Atrium, Level G, Dubai
Singapore – Formula 1
In 1971, Heuer was the first watchmaker affiliated to a Grand Prix team – Scuderia Ferrari. The partnership ran until 1979. 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
The greatest champions – Ayrton Senna, Niki Lauda, Jody Scheckter, Alain Prost, Mika Häkkinen, David Coulthard, Kimi Räikkönen, Fernando Alonso, Lewis Hamilton, Daniel Ricciardo and Max Verstappen – have 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.
TAG Heuer Hong Kong Ocean Terminal, Harbour City, Kowloon, Hong Kong
Sydney – multisports
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, Shibuya-ku, Kanto district 150-0001
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