Time for Tag Heuer


Rather than preserving time, Tag Heuer 360 Museum has decided to display time. Located on the ground floor of the company’s headquarters in La Chaux-de-Fonds, Switzerland, the private museum showcases a rare compilation of century old archives.

The collection commemorates world-renowned designers and the brand’s 150 years of history. Carbondale, the luxury design firm behind the exhibit, presents visitors with the world’s first 360-degree conical movie screen. Operated by a battery of 12 computers able to process over 1 million images an hour, the screen features the history of a unique watchmaker dedicated to the mastery of the most minute divisions of time.

TAG Heuer President and CEO Jean-Christophe Babin proudly notes that “this museum opens exciting new possibilities in the ways 21st century museums are conceived, transforming them into projections into the future rather than nostalgic glimpses into the past.”