Hamilton inaugurates the new Tag Heuer museum!

It was during a glamorous champagne evening organized around Lewis Hamilton, the superstar driver of the McLaren-Mercedes team, that TAG Heuer inaugurated the world’s first 360-Degree Watchmaking Museum.

The Swiss brand thus celebrated, together with the world’s best rookie in F1 – second in the 2007 FIA Formula 1 Championship – 150 years of innovation, precision, performance, and prestigious sporting history associated with its heritage.

More than 250 journalists, distributors, and VIPs from around the world participated in this exclusive event, proudly presented by Jean-Christophe Babin, CEO of TAG Heuer: « This three-dimensional museum pays tribute to the extraordinary sporting heritage of TAG Heuer and our brand’s constant pursuit of technical innovation and precision. »

« The unique combination of chronology, themes, and legends with sensory technologies in this museum marks a new step in TAG Heuer’s innovative history and a turning point in how 21st-century museums are viewed as a projection into the future, rather than nostalgic glimpses into the past, » he explained.

At the forefront of technology, the ultramodern establishment houses the world’s very first 360-degree conical cinema screen. Operated by a bank of 12 computers processing over a million images per hour, it presents a dynamic showcase of the TAG Heuer saga.

Located at the brand’s eco-efficient headquarters, the museum features energy-efficient architecture that allows natural outside light to circulate freely throughout the building, from the entrance to the roof, including the elevator shafts and office windows.

« It’s absolutely astounding, » said Lewis Hamilton, a brand ambassador for several years.

The museum unveils all the incredible achievements of the brand in the fields of watchmaking and sports – particularly motorsport, in which the brand has always been more actively and legitimately involved than any other watch brand. I am very proud to be here today because TAG Heuer has supported me for years, even before I started racing in F1. We share strong human connections and common values of prestige, sportiness, and performance.

Citations from a press release