TAG Heuer Comes Full Circle
Today it has almost become mandatory for a well-established watch brand to
present their distinguished and enduring heritage via their own tailor made
museum. The TAG Heuer 360 however is far from a dusty mausoleum stuffed with old
relics, no; it is a complex, multimedia, three-dimensional sensation.
Architecturally and scenographically inspired by the space between the
sapphire and the dial, the museum boasts a 360 degree conical movie screen,
projecting out one million images per hour. The floor of the exhibition space is
analogous of a watch face, complete with circular display cabinets in place of
subdials. It provides visitors with an explicit and tangible history, clearly
illustrating the antecedents from which the current collection has sprung.
Helping with the launch was Formula One’s Lewis Hamilton, who will be joined in
the TAG Heuer driving team this season by Heikki Kovalainen, the latter having
recently moved to McLaren-Mercedes. The Finnish driver, who entered F1 last year
as Renault Team driving and scored an impressive podium in Japan, is the latest
sporting luminary to be snapped up by TAG, as they continue building upon their
indelible reputation as F1’s mainstay watch brand.
Heikki Kovalainen
joins a lineage that includes some of sports top names; from Juan Pablo Montoya
and David Coulthard back to Emerson Fittipaldi and Juan Manuel Fangio. Some of
who now appear in TAG Heuer’s new photo book, Dream Machines and Generous
Hearts. Released as a limited edition and sold via the TAG Heuer website
(www.tagheuer.com), the project has been set up in conjunction with Save The
Children’s efforts to support underprivileged children around the
world.