TAH Heuer is set to host 10 themed exhibitions across the world, showcasing the Swiss brand’s heritage.
One of these will be held in Dubai, and will focus on the brand’s sailing and diving watches.
For two weeks from September 16, ten TAG Heuer boutiques across the world will each exhibit a themed collection featuring vintage models from the manufacture’s museum in La Chaux-de-Fonds, as well as pieces loaned by local collectors.
A total of 400 pieces will be exhibited simultaneously, under the Heuer Globetrotter exhibition,
The event will be launched as part of an initiative to reinforce and showcase the brand’s rich history, conceived by CEO Jean-Claude Biver in 2015.
Since then, heritage has become one of TAG Heuer's four pillars of communication, along with sport, lifestyle and art/music.
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.
The brand also has very close ties to the Heuer family, including the founder's great-grandson, Jack Heuer, who ran the company from 1958 to 1982.
Responsible for numerous pieces which have since acquired iconic status, including the Autavia, as well as the first sports sponsorship agreements, he is still the brand's Honorary Chairman.
From the pocket watch to on-board counters, including patents that have revolutionised the history of the brand and the industry, the exhibition will showcase TAG Heuer's rich heritage in all its glory.
Jack Heuer comments: "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!"
From September 16 to 30, collectors, fans of the brand and those who are simply curious will be able to discover unique pieces from the brand's history.
Each city will have a specific theme within the exhibition: Paris – the classic Heuers; Geneva – the major inventions; Munich – the military watches; Venice - cars and timekeeping; Dubai – sailing and diving; Singapore – Formula 1, Hong Kong – cars and drivers; Sydney – multisports, Tokyo – design through history; Miami – design.
For each participating boutique, TAG Heuer has chosen one key collector to select the twenty pieces to be exhibited from among other local collectors.
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.
Jean-Jacques von Erlach, a Heuer collector from Switzerland says: “As a true and proud Heuer collector, it is of course an honour for me to participate in this unique and one-of a kind project!”
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