TAG Heuer inaugurates museum with Hamilton

At an event hosted by Vodafone McLaren Mercedes Formula 1 driver Lewis Hamilton, TAG Heuer inaugurated the world’s first 360 Degree Watchmaking Museum, celebrating 150 years of innovation, precision, performance and prestigious sports embedded in the legendary Swiss brand’s unique heritage.

More than 250 journalists, retailers and VIPs from around the world took part in this exclusive event, which was proudly introduced by Jean-Christophe Babin., TAG Heuer President & CEO.

Jean-Christophe Babin “This museum celebrates TAG Heuer’s unrivalled sports heritage and constant daring quest for technical innovation and precision,” said Jean-Christophe Babin. “Its dramatic architecture and awesome technology reflect the unique sports and glamour DNA that has driven our brand for a century and a half.”

As technologically avant-garde as a superlative TAG Heuer sports watch, the state-of-the-art facility houses the world’s first-ever 360-degree conical movie screen. Operated by a battery of 12 computers processing over 1 million images an hour, it creates a unique and dynamic presentation of the TAG Heuer saga.

Located in TAG Heuer’s eco-efficient headquarters, the energy-saving architecture allows external and natural light to flow seamlessly throughout the building from the entrance to the roof via the elevator tubes and the office windows.

“It’s absolutely breathtaking,” said Lewis Hamilton, longtime TAG Heuer Ambassador. “The museum showcases TAG Heuer’s incredible achievements in watch making and sports – especially motor racing, where it is always been more actively and legitimately engaged than any other watch brand. I am very proud to be here tonight as TAG Heuer has been supporting me for years, even before racing in F1. We share a strong human bond and the same values of prestige, sport and performance.”