In two weeks from now, on September 15th, TAG Heuer will launch the Heuer Globetrotter Exhibition at the TAG Heuer Boutique in Geneva together with Jack W. Heuer and Jean-Claude Biver at 17:30 CEST.
Thereafter the Heuer Globetrotter exhibition will tour around the world for two weeks.
Ten TAG Heuer boutiques across the world will each exhibit a themed collection featuring vintage Heuer models from the brands museum in La Chaux-de-Fonds, as well as pieces loaned by local watch-collectors.
This is remarkable: A total 400 wrist- and pocket-watches will be exhibited simultaneously in ten countries with ten specific themes.
The event will be launched as part of an initiative to reinforce and showcase TAG Heuer's rich watchmaking history. Heritage has again become one of TAG Heuer's four pillars of communication, along with sport, lifestyle and art/music.
Heuer's watchmaking heritage is among the strongest in Switzerland and a very important one too. Based in La Chaux-de-Fonds for 150 years, Heuer in its early days and later TAG Heuer have taken Swiss watchmaking to exceptional levels of accuracy and performance while always preserving its avant-garde spirit.
The brand still has very close ties to the Heuer family, including the founder's great-grandson, Jack Heuer, who ran the company from 1958 to 1982. Jack Heuer was responsible for numerous pieces, which have since acquired iconic status, including the Autavia, as well as the first sports sponsorship agreements. Today Jack Heuer is still the brand's Honorary Chairman.
Picture underneath: The happy & young Jack W. Heuer
Picture above: Jack W. Heuer in 2017, proudly sporting the new Autavia. Jack is still very active, always happy and smiling ...
From the pocket-watch to on-board-counters, including the many patents that have revolutionized the history of the watch brand and the industry, this exhibition will showcase TAG Heuer's heritage in all its facets.
Jack Heuer told me: "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 16th to 30th watch aficionados, collectors, fans of the brand and those who are simply curious will be able to discover some truly unique pieces from Heuer´s and TAG Heuer´s history.
Each of the ten cities will have a specific theme within the exhibition:
Geneva – the major inventions
Paris – the classic Heuer watches
Munich – the military watches
Venice - cars and timekeeping
Dubai – sailing and diving
Hong Kong – cars and drivers
Sydney – multisport
Tokyo – design through history
Miami – design
Singapore – Formula 1
Good to know: The exhibition in Singapore will be launched on September 13th in the presence of TAG Heuer Ambassador Patrick Dempsey.
This is remarkable: For each participating boutique, TAG Heuer has chosen one key collector to select the twenty pieces to be exhibited from among other local collectors.
The one thing I want to ad here is:
Well done, TAG Heuer! The Heuer Globetrotter Exhibition represents a unique opportunity for the brand to excite and involve its and a general community of watch- collectors and -lovers, and to offer an interesting look back at its heritage while also strengthening its customer relations and for sure gaining new customers.