150 years of time on your hand

When it comes to time, no one tells it better than TAG Heuer. The brand that epitomises luxury and innovation kicked off the celebration of its 150th anniversary with a grand event at Basel World 2010 recently.

The evening dedicated to the pioneering spirit of innovation served as the launch for the Odyssey of Pioneersu00a0-- a unique travelling roadshow that will showcase TAG Heuer's finest timepieces of past, present and future in 15 cities, between March and October 2010.


TAG Heuer brand ambassador Leonardo DiCaprio with TAG Heuer
president and CEO Jean-Christophe Babin and honorary chairman Jack Heuer

The night was made even more special by the presence of actor and climate change activist and TAG Heuer brand ambassador Leonardo DiCaprio, who has an ongoing partnership with the company that benefits the NRDC and Green Cross International.

As an Olympic flame, the tour will be led by the new TAG Heuer Tesla Roadster, an exclusive model introduced by electric carmaker Tesla Motors at the Geneva Motor Show in early March 2010.
The Grand Carrera Pendulum was also launched at this event. The Grand Carrera Pendulum is a 2010 concept watch that turns an immutable principle of mechanical watchmaking on its head - it is the first movement without a hairspring.

"Mastering time, this has been our challenge since 1860," said TAG Heuer Honorary Chairman Jack Heuer as he opened the celebration. And this truly is what this world class watch brand has achieved.

For TAG Heuer, prestige and performance are two constant factors that are also clearly apparent in terms of distribution strategy. The first TAG Heuer boutique was unveiled in Westfield, London, the largest shopping center in Europe. Then, after Singapore (Ion) and Tokyo (Ginza), the new boutique concept travelled to several other cities around the world. To date, there are 73 TAG Heuer boutiques in 26 countries.