The story began in 1860 when a young man with a desire of making watches set up a workshop in a remote part of the Jura Mountains in snowy Switzerland. Unaware he would bring about a historic revolution in the watch making industry, Edouard Heuer patented his first invention: a keyless, crown-operated winding system. In an age where all watches were wound with a key, this invention saw huge success at the Universal Exhibition in Vienna giving it an iconic status amongst timepieces in the world. Fighting competition from American manufacturers only augmented his dedication to innovate in every area of watch making, giving Swiss manufacturers the world leader position that it holds till date.

Heuer’s passion laid the foundation of an extraordinary journey marked with innovation at every step. It gave birth to TAG Heuer. The company has to its credit many ‘firsts’: the first Swiss watchmaker in space, the first watchmaker to invent the oscillating pinion that is now the heart of almost every mechanical chronograph, and the first 12-hour dashboard chronograph called Time of Trip for cars and aircrafts to name a few. To add to this ever-growing list, TAG Heuer recently introduced the first avant-garde 360 degree watch making museum unfolding 150 years of unrivalled heritage and vision extraordinaire.

At its eco-headquarters in La Chaux-de-Fonds, Switzerland, the TAG Heuer 360 museum with its energy-saving architecture has been designed to house a 360 degree panoramic movie screen. Composed of 12 high performance retro-projectors, synchronised into a single moving centripetal image, this monumental screen symbolises the crystal that crowns a watch, which is suspended overhead in order to provide a clear view to visitors. The presentation displaying the brand’s 150-year watchmaking saga bears witness to the entrepreneurship, innovation, obsession with precision and a deep love for prestigious sports. The museum represents not only the relics of the past, but it is also a projection of the future.

Continuing its ongoing quest for technical innovation and precision, the company recently launched the Grand Carrera on the occasion of the Dream Machines Driven By Generous Hearts — a venture to support a special Save the Children project through a limited edition photographic art book whose proceeds will provide recreational and sports equipment to children in need around the world; it showcases 28 exceptional men and women at the wheel of the fastest contemporary Grand Tourer (GT) cars. Brand ambassador Shah Rukh Khan introduced this exceptional timepiece in India. Paying homage to the classic TAG Heuer Carrera collection born in 1964, the Grand Carrera comprises a premium collection of superlative timepieces inspired by the spirit of modern GT cars and is powered by the TAG Heuer Calibre RS automatic movements. The ingenious GT car engine-inspired Rotating System, one of the exclusive features defining this watch, makes it possible to replace conventional hands with a disk displaying even clearer functional information on the dial thereby enabling the wearer to effortlessly access precision in timing.