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TH


Heuer Takes Watch Lovers Back in Time with its Avant-Grade Heritage Pop-up Museum



TAG Heuer launches its first time ever pop-up exhibition in Thailand at ICONSIAM, the iconic landmark of Thailand. To highlight the avant-garde spirit of the brand, the exhibition features 12 timepieces of heritage watches and a wall of fame that walks visitors through TAG Heuer’s evolution and remarkable achievements since 1860.

At the event, visitors will immerse themselves in TAG Heuer’s journey which traces back to its roots in the 19th century - from the founding by Edouard Heuer to the succession by Jack Heuer.

A dedicated exhibition space on M floor at Iconsiam showcases a selection of 12 vintage models, exclusively shipped from Switzerland including the Time of Trip, its first 12-hour on-board chronograph for automobiles and aircraft, the Mikrograph which was discontinued in 1969, the Rally Master, the Solunar – Heuer’s first tide watch, the Ring Master, the Carrera Ref. 2447S, one of the first versions of the Heuer Carrera launched in 1963, the Monaco Ref. 1133B, the Formula 1 launched in 1986, the Sports Elegance, the Alter Ego for ladies in 1999, the Monaco V4, and lastly, the Connected Watch 3rd Generation.

All timepieces resonate that the spirit of innovation and avant-garde that fueled the luxury watchmaker back in the day is still alive and remains a key element in every new product that TAG Heuer launches today.

The exhibition also displays the newly refined tool watch Aquaracer Professional 200 collection which speaks boldness, stylishness, and all-terrain luxury. Remarkable timepieces, available in 40mm and 30mm stainless steel case, come with subtle but definitive differences on the engineering and appearance for better ergonomy and elegance. The 200 metres water resistant watch also come with a new engraved compass motif on the caseback to echo the outdoors territory. With its go-anywhere spirit of exploration, the Aquaracer Professional 200 is surely becoming wearers’ perfect companion. The watches are available in both automatic and quartz movement with various dial styles.

To highlight the high-precision timing innovations, visitors can enjoy the fascination of a Porsche 911 Carrera in racing yellow located in front of the exhibition which echoes TAG Heuer’s deep ties with its prominent partner(s).

Thailand’s Friend of the TAG Heuer brand Mr. Sukollawat Kanarot also attended the event to recognize the brand’s milestone. “I was emotionally attached to TAG Heuer since I was young so it is such an honor to visit TAG Heuer Pop-Up Museum and indulge in the history of the brand which really reflects its high performance and advanced knowledge. TAG Heuer always impresses me with its classic and originality at the same time,” said Mr. Kanarot

Visitors can drop by and discover this special exhibition from today until February 22, 2022 on M floor, ICONSIAM.

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