Swiss watchmaker TAG Heuer celebrates its 150th anniversary making horological history at an invitation-only event in Basel, Switzerland, March 19, 2010.
To pay special homage to the gorgeous anniversary, TAG Heuer will team up with Tesla motors and unveil a prominent travelling roadshow that will showcase TAG Heuer’s finest timepieces of past, present and future in 15 cities, between March and October 2010.
Founded in Saint-Imier in 1860 by Edouard Heuer, TAG Heuer has set many major milestones of high-end watchmaking, especially in the field of chronographs and ultimate precision. TAG Heuer is the first watchmaker to master chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second. The 1974 Silverstone was the first automatic chronograph movement immediately recognizable by the rounded corners of the watch case inspired by the Silverstone race track – home of British Motorsport.
The evening also witnessed the unveil of a perfect timepiece ¨C the Grand Carrera Calibre 17 RS2 Chronograph. It is a 2010 concept watch that turns an immutable principle of mechanical watchmaking on its head ¨C it is the first movement without a hairspring. It would also come with the brand¡¯s first phone, Meridiist. French master craftsman Fred Pinel has designed the watch and is amazingly chic and sleek. The chest would be available for $20,000 and only 150 units of this would ever be launched. The limited edition chest has an aura of history and culture, and the glorious days of watch-making are relived. It has that aristocratic beauty which does not come always. So go ahead and get it for yourself, when you still can!
These days TAG Heuer is part of the LVMH luxury empire with celebrity spokesmodels like Leonardo DiCaprio and tennis champ Maria Sharapova, yet stays true to Edouard’s legacy.