Fans of TAG Heuer from ten cities across Asia and the United States will get an unprecedented chance to see some of the most remarkable TAG Heuer timepieces publicly displayed for the first time as part of a unique traveling exposition entitled LA MAISON.
LA MAISON is the traveling version of the high-tech TAG Heuer 360 museum located at its headquarters in La Chaux-de-Fonds, Switzerland. Three hundred watches are part of this unique collection, which is closed to the general public and is normally accessible only to brand’s ambassadors, journalists, clients and special guests. Visitors of the traveling exposition will get a chance to see 60 historic timepieces from the museum’s permanent collection and the treasury of the Heuer family.
LA MAISON celebrates innovation and avant-garde spirit, energy and intensity, luxury and emotion. The first pop-up exposition opened its doors on February 19 at the Pavillion Mall of Kuala Lumpur in Malaysia. LA MAISON’s stopping points in Asia will include Shanghai, Beijing, Hong Kong and Busan before the exposition crosses the Pacific for the first stop in the United States in November. The exposition will spend only 10 days in each city.
The pop-up exposition pavilion is subdivided into rooms. The Family room traces the history of TAG Heuer and its innovative timepieces. The Kitchen turns the visit into an interactive experience and offers a chance to see the live-movement assembly. The Garage is devoted to the watchmaker’s close relationship with the world of racing, while the Portrait Gallery celebrates the brand’s distinguished ambassadors.