TAG Heuer opens 360 Degree Watchmaking Museum

TAG Heuer has inaugurated its “TAG Heuer 360” Private Museum in a ceremony hosted by Formula One star Lewis Hamilton at the company's headquarters in La Chaux-De-Fonds, Switzerland. Celebrating the 150 year history of the Swiss watchmaker, the facility combines striking circular architecture with a world first 360-degree conical movie screen that uses a battery of 12 computers processing over 1 million images to bring visitors a unique presentation celebrating the 150 year history of the Swiss watchmaker.

Built at the TAG Heuer headquarters, the eco-friendly architecture of the museum allows external and natural light to filter throughout the building from the entrance to the roof via the elevator tubes and the office windows.

"The unique combination of chronology, themes and legends with sensorial technologies make this museum a new milestone in TAG Heuer innovative history as well as in ways of envisioning 21st century museums as projection into the future rather than nostalgic glimpses into the past”, said Jean-Christophe Babin, TAG Heuer President & CEO.