CEO foreword

TAG Heuer introduces the first avant-garde 360 degree watchmaking museum, embodying 150 years of unique heritage displayed to catch the imagination, and envision and build the next 150 years. It reflects the innovation, precision, performance and prestigious sports embedded in our DNA.

What differentiates one brand from another? Why does the TAG Heuer range currently encompass lines such as the TAG Heuer Formula 1, Monaco, Carrera, the SLR Chronograph or the Grand Carrera? Why is TAG Heuer the only watch brand to offer instruments that are accurate to 1/10th, 1/100th and 1/1000th of a second for wristwatches, and to 1/10,000th of a second for timekeeping? The answer is simple: it is all a matter of DNA, just like human beings. The unique combination that makes each person different from another and implies that right from birth we are endowed with certain characteristics inherited from our parents and from their combined DNA.

The same is true of brands. 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.  

I am very proud and honored to welcome you today to our new TAG Heuer 360 museum, which celebrates the exceptional TAG Heuer DNA, the unique sports heritage and constant daring quest for technical innovation and precision. Like our timepieces it seeks to be innovative and this museum has been designed to house the first ever 360 degree conic movie screen in the world. Managed by a battery of 12 computers processing over 1 million images an hour, it creates a dynamic presentation of the unique TAG Heuer watchmaking saga that has lasted almost a century and a half. Last but not least, this museum is located in the TAG Heuer avant-garde eco-headquarters, with its energy-saving architecture that allows external and natural light to flow seamlessly throughout the building from the entrance to the roof via the elevator tubes and the office windows. Let me invite you to join me on a journey that will take you from an unrivalled heritage into an exciting future where everything is possible...