Ever since Jean-Claude Biver took over as CEO at the end of 2014, it seems TAG Heuer has a new lease of life. From the vintage re-issue Heuer Autavia, to its sponsorship of the Red Bull Racing Formula One team, the avant-garde watch manufacturer continues to find new ways to stay in the spotlight. This trend looks set to continue with the unveiling of the brand’s latest initiative, the Heuer Globetrotter, which officially kicks off on the 16th of September, possibly in a city near you.
Celebrating TAG Heuer’s more than 150 years of history, the company is inviting its fans from around the world to visit any one of 10 exhibitions being held at TAG Heuer boutiques in 10 different cities. This unprecedented event spans two weeks (16th – 30th Sept.) and will bring together over 400 pieces in total, including vintage Heuer models from the Manufacture museum in La Chaux-de-Fonds as well as selections of watches loaned by local collectors. For each participating boutique, TAG Heuer has chosen one key collector to select the twenty pieces to be exhibited from among other local collectors.
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;
- Hong Kong – cars and drivers;
- Sydney – multisports;
- Tokyo – design through history;
- Miami – design; *
- Singapore – Formula 1
*Due to the significant damage sustained in Miami from Hurricane Irma, TAG Heuer has advised that the Globetrotter exhibition at the Miami boutique has been postponed. A revised date will be confirmed soon. In the meantime, we wish a speedy recovery to all our readers in the US who have been impacted.
And here’s a selection of the main watches to be exposed:
According to the brand, the event is being launched as part of an initiative to reinforce and showcase TAG Heuer’s rich history, something Mr. Biver has been very vocal about since 2015. As such, a wide variety of rare models, ranging from pocket watches to onboard counters to racing watches will be on display as part of the exhibition, including the many patents that have helped revolutionise the watch brand and to some degree, the watch industry itself.
Even if you’re not specifically a TAG Heuer fan, as a watch lover this is a great opportunity to get up close and personal with some significant models from modern watchmaking history, many of which have never been on display outside of the Manufacture museum in Switzerland. The exhibitions are of course open to the public and are free to visit. In addition to the watches, there will also be a number of vintage photographs and other TAG Heuer memorabilia on display.
For more information on the Heuer Globetrotter event taking place in the city closest to you, please visit the official dedicated page on TAG Heuer website.