The unique 360 Degree Watchmaking Museum welcomes its visitors to the ground floor of the company's avant-garde headquarters in La Chaux-de-Fonds, Switzerland. The exhibition area has been designed as a perfect reflection of the TAG Heuer unique heritage in the field of timekeeping precision and prestigious sports, and motor-racing in particular.
The museum covers 200 square meters, designed by Eric Carlson and his architecture studio Carbondale headquartered in Paris, in close cooperation with 'dUCKS Sceno,' specializing in scenography and museography, and the TAG Heuer personal team.
The layout and design of the state-of-the-art facility was meant to resemble the space between the dial and the crystal of a timepiece. The architecture of the museum allows natural light to flow seamlessly throughout the building from the entrance to the roof via the special elevator tubes and windows.
The TAG Heuer's history was highlighted by the creation of a stopwatch, accurate to 1/100th of a second. The Mikrograph and Microsplit introduced in 1916 served as the base for the brand's pocket chronometers used as the official timing instruments during the Olympic Games in Antwerp (1920), Paris (1924) and Amsterdam (1928). Over the six decades to follow, TAG Heuer produced thousands of Mikrographs and many models relevant to this era are displayed in the museum.