Everyone was keenly aware of TAG Heuer’s taste for innovations and technical performances, and so nobody was really surprised to discover the cutting-edge high-tech nature of its stunning company museum inaugurated at the end of January. The “TAG Heuer 360” museum, created within the brand’s administrative headquarters in La Chaux-de-Fonds by architect Eric Carlson and his Carbondale studio, pays tribute to the 150 years of watchmaking activity that have forged the reputation of TAG Heuer by making ample use of high-tech instruments. At the very core of this futuristic 200 square-metre showcase giving pride of place to curves and circular shapes, the key feature is an exceptional 360°C screen animated by a dozen computers projecting one million images per hour. An impressively dynamic means of retracing the key chapters in the history of TAG Heuer, while giving visitors the distinct impression that while the museum provides a glimpse of the past, it is firmly geared towards the future. Nine tubular floor displays, equipped with an hydraulic system serving to silently raise or lower them, reveal the brand’s star collections. “The great inventions”, “From the pocket to the wrist”, “Modern times”, “Ladies’ watches”… A fascinating range of themes to be visually admired before taking a closer look at the milestones in the history of TAG Heuer, mapped out on a 50- metre long brushed aluminium wall dotted with photos, texts, 16 showcases and 8 video screens. An authentic journey to the heart of the brand’s genetic heritage, at the crossroads between its past and its future.