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"Tag Heuer - Rolls-Royce In The World Of Watches" - Why You Should Visit The Museum In Motion Exhibition In GUM
"Tag Heuer - Rolls-Royce In The World Of Watches" - Why You Should Visit The Museum In Motion Exhibition In GUM

Video: "Tag Heuer - Rolls-Royce In The World Of Watches" - Why You Should Visit The Museum In Motion Exhibition In GUM

Video: "Tag Heuer - Rolls-Royce In The World Of Watches" - Why You Should Visit The Museum In Motion Exhibition In GUM
Video: TAG Heuer is the New Sponsor of the Monaco Top Cars Collection 2024, March
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Catherine Eberly-Deveaux's work is reminiscent of a detective story. Under her leadership - a huge archive and contacts, her goal - rare art objects. Catherine is TAG Heuer's Director of Historical Heritage. It was she who managed to collect in one exhibition 23 rare models from the brand's museum in La Chaux-de-Fonds, which once changed the art of watchmaking forever and glorified the Swiss brand on the silver screen. In early October, the Museum in Motion exposition arrived in GUM and will soon continue its world tour of TAG Heuer boutiques. During her short visit to Moscow, Katherine told Harper's Bazaar about the “hunt” for pieces with history, why she loves vintage models from the 60s and whose watches she plans to add to the archive.

About the history of some of the exhibits

Our exhibition is that TAG Heuer is not only a watch. We started in 1911 with the first chronograph for the dashboard of a car, and they were an important part of the business until the 60s and were even used on airships. So in the collection there are copies of the 30s and even a Mikrograph of 1916 - not just an old watch, but the world's first watch with an accuracy of 1 / 100th of a second. Thanks to them, we have been a partner of the Olympic Games throughout the 20s. Cool, isn't it? And then there was a collection of split-chronographs (watches with two seconds hands - ed.), Also accurate to 1/100 and 1/50 of a second and did not lose popularity until 1968. The next was Autavia, a model for racers and pilots, in which Heuer was second to none. After discontinuing production in 1958, it returned in 1962 as a wristwatch - the first wristwatch designed by Jack Hoyer. He is now our honorary president. Autavia, by the way, came to Moscow: we recently reissued the model, so it was especially important to include it in the exposition. Yes, modern watches are, first of all, beautiful and completely from a technical point of view, but they must also have a history. The Carrera line has also been updated, but it is easy to discern the features of the same watch that Jack created in 1963, even details such as the strap attachment. And the same applies to Monaco watches. It is on the example of these three collections that you can see how our design changes over time.but it is easy to discern the features of the same watch that Jack created in 1963, even details such as the strap attachment. And the same applies to Monaco watches. It is on the example of these three collections that you can see how our design changes over time.but it is easy to discern the features of the same watch that Jack created in 1963, even details such as the strap attachment. And the same applies to Monaco watches. It is on the example of these three collections that you can see how our design changes over time.

Steve McQueen's legendary TAG HEUER MONACO CALIBER 12
Steve McQueen's legendary TAG HEUER MONACO CALIBER 12
Steve McQueen with Tag Heuer Monaco in a scene from the movie Le Mans, 1971
Steve McQueen with Tag Heuer Monaco in a scene from the movie Le Mans, 1971

About your favorite TAG Heuer watches

There is also a gold Carrera 1158, or Pilot Watch, which has become an icon thanks to the racers sponsored by Jack. Personally, I like them the most. Not only because of the design: today, large watches are in trend, and models from the 60s and 70s had small dials - just right for my thin wrist.

Why TAG Heuer doesn't have a women's line

We do not have a women's watch. Of course, we owe sales to women, but it so happened that Tag Heuer is 90% a men's brand. Simply because when everything was just beginning, we did not make a fashionable accessory that should be kept in a safe, we made tools. Tools for specific professions employed by men. Whether it is a scientist, traveler or businessman. All our ladies' watches are exactly the same as men's watches but smaller. And we're not even trying to make them more feminine.

Catherine Eberly-Deveaux
Catherine Eberly-Deveaux
Tag Heuer factory in Cheven, Switzerland
Tag Heuer factory in Cheven, Switzerland

On the "hunt" for rare models

We have a really large collection, but I am constantly on the hunt for new items. Some models are available in two, three, four versions - that's what I'm looking for. Well, those that belonged to famous racers or members of the Hoyer family. My latest finds are the watch that Steve McQueen wore in the movie Le Mans, and just a couple of weeks ago I managed to get at once the watch and the correspondence of its owner with Jack Hoyer. The client was almost offended that his watch was not working properly, and received an absolutely startling letter to his complaint, where Jack asked him: “Imagine that your Rolls-Royce breaks down, you will say that all Rolls-Royce bad? Don't say that about TAG Heuer. TAG Heuer - Rolls-Royce in the world of watches. Because of this letter, I bought those Autavia, it was in the USA. And so I say Tag Heuer should be wornand not hide in a safe. There is an incredible story behind each model, even if it did not belong to a celebrity.

TAG Heuer Carrera 1964
TAG Heuer Carrera 1964

About whose watch I would like to get into the collection

I know that Mick Jagger used to wear Autavia and Carrera - I'm wondering what's with them now. But I'm sure they'll show up someday. Or Barack Obama! In the early 80s, before becoming president, he wore TAG Heuer. His father probably gave them to him. A watch is a traditional gift to celebrate the end of something.

About the idea of Museum in Motion

The exhibition in Moscow will be open for a month. Then we will go further, to our clients. After all, the idea of the Museum in Motion project is to share a story with clients. The exposition is open at several sites at the same time. Now we are in Moscow GUM, Paris, Montreal and St. Gallen in Switzerland. Parisian boutiques have come up with a whole game: you come to the flagship on the Champs Elysees and see only a couple of exhibits - and you go in search of new ones. Something like hide and seek. Plans include London, Seoul and the Philippines. Not everyone can come to our museum in La Chaux-de-Fonds, and we thought the least we could do for our customers was to bring an exhibition to them and show them what TAG Heuer has been doing since 1860.

TAG Heuer semi-automatic conveyor line
TAG Heuer semi-automatic conveyor line

About the TAG Heuer archive

Our archive contains about 10,000 documents: photos, catalogs, price lists, magazine articles, advertisements, technical documents and letters. We digitize them for easy access and keep everything accurate. But I always want more, I want to collect everything.

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