04 TAG HEUER 360 MUSEUM
Situated at TAG Heuer’s main headquarters in La Chaux-de-Fonds, this avant-garde gallery of time invites visitors to immerse themselves in the watchmaking company’s exceptional heritage through a unique display of sights, sounds and visuals. Designed by Eric Carlson of Parisian studio Carbondale fame, the space presents an interesting interpretation of the main components that one would find in a watch. There’s ‘The Crystal’, a conicalshaped video screen suspended on the ceiling that displays a constantly shifting 360° panoramic film starring familiar famous faces such as Cara Delevingne, Cristiano Ronaldo and more.
‘The Hands’ is represented by the detailed timeline displayed on the peripheral walls of the room that measures 50m and is presented in sleek brush aluminium encased in a ribbon of glass. The layout of the room serves as ‘The Dial’ and includes nine glowing circular displays dedicated to a specific theme. Inside these vitrines, one will be able to fully appreciate the 300 vintage timepieces, which include several beautiful Carreras and an actual Monaco model worn by Steve McQueen during the 1971 film, Le Mans. Also worth noting is the museum’s impressive collection of sports memorabilia, such as a pair of boxing gloves autographed by Muhammad Ali and a racing helmet worn by legendary Formula One champion and TAG Heuer ambassador, Ayrton Senna.
Location: Rue Louis-Joseph-Chevrolet 6, 2300 La Chaux-de-Fonds, Switzerland.
