Press release
The Odyssey of Pioneers © Tag Heuer
I/ TAG HEUER: 150 YEARS OF PIONEERING HISTORY
To pay tribute to its prestigious heritage and to mark its 150th anniversary, TAG Heuer is organising an amazing international round-the-world exhibition. At this occasion, 16 historical iconic timepieces and 3 major novelties will be exhibited.
For more than 150 years the company has combined innovation and enduring style to conquer and master the measurement of time in its smallest fractions. Founded by Edouard Heuer in 1860, in the little village of St-Imier in the heart of the Jura Mountains, TAG Heuer has become the world's top manufacturer of prestigious chronographs with a precision of 1/10th, 1/100th and 1/1,000th of a second, and a benchmark for technology and design.
Throughout its existence, the brand has written some of the most important chapters in the history of Swiss watchmaking. One of the best examples is the oscillating pinion, patented in 1887, which is used in the new TAG Heuer Calibre 1887 just launched in the Carrera series. As sporting competitions rapidly expanded during the 19th Century—on water, grass, cinder running tracks, and roads—measuring time accurately became increasingly important. The Heuers' daring intuition brought TAG Heuer to the forefront of high-quality sports timing and chronographs.
Time of trip
The Time of Trip, patented in 1911, was the first dashboard chronograph for cars and aircraft. It indicated the time and the duration of the journey. In 1919, the Zeppelin R34, with a Time of Trip on board, made the first flight over the North Atlantic. In 1929, Hugo Eckener equipped his Graf Zeppelin with this instrument before completing the first round-the-world trip in an airship.
First TAG Heuer wrist chronograph
Wristwatches, originally intended for women and reluctantly accepted by men, became more popular during World War I. On the recommendation of his American importer Henry Freund, Charles-Auguste and Jules-Edouard Heuer created the first TAG Heuer wrist chronograph in 1914.
Mikrograph
Since the first modern Olympic Games from 1896, athletes' finishing times were coming so close together that not even 1/5th of a second could measure the difference. It was obvious to the experts that timing devices have to be more precise. Charles-Auguste Heuer set a goal for his employees: “Make a stopwatch capable of a timekeeping precision five to ten times greater than anything that exists today.” Thus, in 1916 the Mikrograph was born. This was the world's first mechanical stopwatch accurate to 1/100th of a second, when previous timing instruments could only measure to the nearest 1/5th of a second. This new development revolutionized science, industry, and watchmaking, and made TAG Heuer the natural choice as an official supplier of chronographs for the Olympic Games in Antwerp (1920), Paris (1924), and Amsterdam (1928).
Autavia dashboard
During Modern Times, car rallies became increasingly popular and TAG Heuer dashboard timers became “the perfect gift for sportsmen,” as claimed by an advertisement from this period. In 1933, the company launched the Autavia (a combination of “AUTomobile” and “AVIAtion”), the first 12-hour onboard stopwatch for cars and aircraft. This instrument was often mounted with a Hervue watch on a chrome base and affixed to a dashboard.
Rally-Master
Then in 1958, the company presented its famous onboard timer, the Rally-Master, consisting of the Master-Time (eight-day clock) and the patented Monte-Carlo (stopwatch). With its aperture of 12 hours, the Monte-Carlo was the most readable dashboard timer in the history of watch-making. In 1959 Jack Heuer, who followed the Monte-Carlo Rally in a press car, noticed that more than two-thirds of the cars were equipped with TAG Heuer on-board instruments.
Mareograph
From the racetrack to the water, TAG Heuer continued to innovate. Since regatta timekeeping began on Lake Geneva in the 1920s, sailing had inspired the company to use new materials and create new functions, as in 1950, when TAG Heuer unveiled its patented Mareograph (called the Seafarer in the United States), the first chronograph with a tide indicator and a countdown function for regatta. This opened the door to TAG Heuer in the legendary America and Louis Vuitton Cups. The brand's latest participation was in 2007 with China Team.
Autavia (AUTomobile – AVIAtion)
After producing the Autavia dashboard timer from 1933 to 1958, the company introduced the Autavia wrist chronograph in 1962. It was a fascinating new product, shockproof and waterproof at a depth of up to 100 meters, with a 60 minute or 12 hour rotating bezel. According also to its very clear dial -design with contrasting subregisters - which provided an unrivalled legibility, it was recommended for pilots, race car drivers and divers. The Autavia chronograph is produced until 1986, and re-issues a limited edition Autavia chronograph and dashboard timer in 2003.
TAG Heuer Carrera
In 1964, Jack Heuer turned to his overriding passion for motor racing with the inaugural launch of the legendary TAG Heuer Carrera. A tribute to professional motor racing's most gruelling road race, the legendary Carrera Panamericana Mexico of the 1950s, this stunning piece of unconventional watchmaking technology was worn by numerous racing drivers. It remains one of TAG Heuer's most popular, timeless, and iconic creations. It turned the brand into the Formula one paddock's favourite Timepiece.
Monaco
In 1969, TAG Heuer launched the Chronomatic Calibre 11, developed in cooperation with Dubois Dépraz, Breitling and Hamilton-Büren. This first automatic chronograph movement with micro-rotor powered the legendary Monaco, the first automatic chronograph and the first chronograph with a square water-resistant case, which achieved near-mythological status when Steve McQueen wore it in the film Le Mans (1970). It has been relaunched in 2009 with a daring movie featuring a duel between Lewis Hamilton and Steve McQueen on the Le Mans race track.
Silverstone
Launched in 1974, the Silverstone chronograph gets its name from the famous racetrack of the same name. With the distinctive and vintage design of this chronograph - squared case with rounded edges in polished stainless steel, graced with a colourful dial, a totally new shape - the Silverstone is one of TAG Heuer's purest designs and most emblematic creations ever. This is why, to begin the 150th anniversary celebrations on a high, the company launched a limited edition of the famous Silverstone at the end of 2009.
Chronosplit Manhattan GMT
The electronic revolution had begun at the end of the sixties. In 1975, Jack Heuer (great-grandson of the founder) stunned the watchmaking world again, this time by introducing the Chronosplit, the World's first quartz wrist chronograph with a double digital LCD/LED display. Just two years later, the company presented the world's first digital-analogue chronograph, the Chronosplit Manhattan GMT.
Microsplit 320
As Ferrari's Official Timekeeper from 1971 to 1979, the brand played a key role in the development of electronic timing instruments. After the launch of the Microsplit 820 in 1973, the world's first miniaturized quartz timing instrument precise to 1/100th of a second, the company asked Richard Sapper to work on a new design. Then in 1976, TAG Heuer unveiled a new pocket-sized LCD timekeeper, the Microsplit 320, used at the Lake Placid Olympic Games and exhibited at the prestigious Museum of Modern Art in New York.
Series 1500
Since the mid-1990's the now US President, Barack Obama, has worn a TAG Heuer Series 1500 two-tone watch, launched in 1990 and nowadays renamed as Aquaracer. As for other TAG Heuer Ambassadors Tiger Woods, Maria Sharapova, Leonardo DiCaprio, Steve McQueen, and Lewis Hamilton, Obama's watch choice reflects his adherence to TAG Heuer values. This unique brand appeals to those who see life as a challenge to be conquered with spirit and mental strength. What pushes them to greatness is not recognition and laurels but something inside, unseen and deep in their souls.
S/el
Launched in 1987, the S/el (Sport and Elegance) watch - renamed Link – has made its mark in the world of watchmaking, thanks to its signature feature, a double S-shaped bracelet which expresses the combination of power and fluidity. The S/el was the favourite model of the legendary Ayrton Senna, who signed on as a TAG Heuer brand ambassador in 1988.
Microtimer
With the Microtimer in 2003, TAG Heuer proved its ability to adapt technology from the demanding world of Formula One racing to watchmaking. This masterpiece of the miniaturization of complex electronics, fitted with the first Swiss electronic movement offering a remarkable precision of 1/1,000th of a second, was awarded the Design Prize at the Grand Prix d'Horlogerie de Genève.
TAG Heuer Carrera Calibre 360 Rose Gold Limited Edition
In 2006, the company unveiled the TAG Heuer Carrera Calibre 360 Rose Gold Limited Edition, which won the Sports Watches Prize at the Grand Prix d'Horlogerie de Genève. This was a prestige version of the Calibre 360 Concept Chronograph C.O.S.C. certified (the Official Swiss Chronometer Control institute), the first mechanical wrist chronograph to measure and display time to 1/100th of a second. The exceptionally high frequency of its balance wheel, which oscillates at 360,000 beats per hour, is 10 times faster than any other chronograph.
The constant quest for innovation will continue to produce developments that are admired around the world such as the Monaco V4, commercially launched in 2009, which revolutionized watch movement energy transmission or the new 2010 concept watch, the TAG Heuer Grand CARRERA Pendulum Concept, the first-ever mechanical movement without hairspring and the TAG Heuer Carrera 1887 Chronograph, a new generation of the legendary Carrera series powered by the brand new 21st century integrated column-wheel automatic chronograph movement.
The Odyssey of Pioneers © Tag Heuer
II/ TAG HEUER AND TESLA, A UNIQUE PIONEERING PARTNERSHIP
Avant-garde watchmaker TAG Heuer and electric carmaker Tesla Motors have teamed up in a worldwide partnership as the iconic Swiss brand celebrates its 150th anniversary.
Through its presence along the track, on the dashboards of the cars and on the drivers' wrists, TAG Heuer has constantly drawn inspiration from the world of motor racing. Since 1860, the company has been the first watch brand to develop dashboard chronographs for sports cars, to partner racing drivers, to sponsor an F1 team, and to master chronometric time to 1/10th, 1/100th, 1/1,000th and 1/10,000th of a second. From Le Mans to F1 to Indy to the most prestigious GT sports cars on the open road, from Scuderia Ferrari in the 1970s to McLaren ever since, from five-time Grand Prix Champion Juan Manuel Fangio in the 1950s to FIA F1 World Drivers' Champions and Vodafone McLaren Mercedes drivers Lewis Hamilton in 2008 and in 2009 with Jenson Button… when it comes to true motor-racing lineage, no other brand comes close.
As a luxury brand, TAG Heuer committed to sustainable developments (NRDC, Green Cross) and understood that the future of the car industry lies in electricity and alternative source of energy. Always a pioneer, and in line with its extraordinary motor-racing heritage, the company decided to build its 150th anniversary event in 2010 in partnership with the world's only carmaker selling highway-capable electric vehicles, Tesla Motors.
Since 2004, the Tesla Roadster has rapidly become the must-have car among Hollywood celebrities, European royalty and socially responsible trendsetters worldwide. It accelerates faster than virtually any other supercar yet it is twice as energy efficient as benchmark hybrid cars - the only car that delivers supercar performance guilt-free, with zero tailpipe emissions and a carbon footprint dramatically lower than any comparable sports car. Tesla Motors has delivered more than 1,000 cars to consumers in 21 countries.
TAG Heuer and Tesla Motors have in common their intrinsic values, their passion for innovation, precision, prestige, performance and design. Like TAG Heuer watches in the watchmaking industry, Tesla Motors cars unite style, acceleration, and handling with advanced technologies making them the quickest and the most energy-efficient cars on the planet. "Both TAG Heuer and Tesla Motors believe in a philosophy of continuous improvement and understand that luxury can no longer come at the expense of the environment," said Tesla CEO Elon Musk. Engineers of both companies understand intuitively that technology -- whether worn on your wrist or driven on the road -- can help us live better while we tread more lightly on this planet.
All these values are perfectly conveyed with “The Odyssey of Pioneers: TAG Heuer & Tesla World Tour”.
The Odyssey of Pioneers © Tag Heuer
III/ THE ODYSSEY OF PIONEERS: TAG Heuer & Tesla World Tour
The “Odyssey of pioneers” is an epic and emotional experience. The first ever and a round-the-world tour by a zero-emission GT car: a true human saga of two avant-garde brands, discovering Mankind and diverse identities; the Tesla roadster, comparable to an athlete carrying the Olympic flame, and TAG Heuer's revolutionary watches, as testimonial of 150 years of pioneering watchmaking, join in the same challenge. It's about performance and true experience, innovation and human interaction.
This sporty tour consists of a road show and an exhibition of the brands' heritage and legacy. This luxury event visits 15 key cities and for each stop there is the inauguration of an exhibition in the presence of VIPs and press.
The special TAG Heuer Tesla Roadster, a fully electric sports car, is the physical link between each heritage exhibition and has been specially designed by Tesla Motors for TAG Heuer to take the challenge.
This one-of-a-kind collector's car includes a unique interior by Tesla Chief Designer Franz von Holzhausen, incorporating TAG Heuer avant-garde design elements and a specially designed removable console due to host TAG Heuer's cutting edge concept watch to be revealed in Basel on March 18th. This car also features a TAG Heuer Meridiist mobile phone as well as a one-fifth second Heuer Limited Edition Stopwatch. This Swiss-made timepiece with mechanical movement pays tribute to the company founded in 1860 and evokes the mythical revival of the brand's vintage stopwatches.
The exterior color scheme is Foucault Field Gray, embodying the innovative spirit of both companies. The design was inspired by the new TAG Heuer concept watch, a technical milestone in mechanical movements, which brings technologically advanced art to life through motion.
During the Odyssey, the TAG Heuer Tesla Roadster will be driven by Tesla professional drivers, media and celebrities along the way. The driver's vision will be enhanced by TAG Heuer's Sportvision Sun and Nightvision frames, the most technically advanced eyewear available to motorsports professionals that have proven to be key in the mythical Le Mans 24-hours endurance races.
To chart the Odyssey in real time, please visit http://www.odyssey.tagheuer.com
Technical Datas
The Odyssey of pioneers
150 years in 2010
15 cities visited between March and October 2010: Basel, Monaco, Milan, Budapest, Warsaw, Moscow, Delhi, - Beijing, Shanghai, Tokyo, Los Angeles, Miami, New York, London, Paris.
16 historical timepieces, 40 current watches and 3 novelties exhibited
37,000 km around the world
The Car:
100% electrically powered car, designed and produced in California
Overall length (in. / mm) 155.4 / 3946
Overall width - incl. mirrors (in. / mm) 72.9 / 1851
Overall height (mid-laden weight) (in. / mm) 44.35 / 1126.5
Curb weight (lbs/kgs) 2723/1238
288 HP
Accelerates from 0 to 100 km/h in 3,7 seconds
Electronically limited top speed of 210 km/h
340 km autonomy in a single recharge and the recharge takes 3.5 hours only
The battery pack contains 6831 ion cobalt lithium cells and stores 53 kWh of electricity
Press contacts:
TAG Heuer:
press@tagheuer.com
Press Corner:
presscorner.tagheuer.com
In 2010, TAG Heuer proudly celebrates 150 years of pioneering Swiss watchmaking. 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. Today, one of the largest and most desired brands in the luxury watch industry, the Swiss legend draws upon its active engagement in the world of sports to create the most accurate timing instruments and watches in the world. TAG Heuer is the first watchmaker to master luxury chronographs with an unsurpassed precision of 1/10th, 1/100th and 1/1,000th of a second. From the Olympic Games in the 1920s to its role as official timekeeper for the legendary Indy 500 race, with accuracy at 1/10,000th of a second, TAG Heuer, in a constant quest for innovation, excellence, performance and prestige, continues to aim ever higher. This is reflected in its quarter-century partnership with F1 team Vodafone McLaren Mercedes, its 7-year partnership with 2008 Formula 1 World Champion, Vodafone McLaren Mercedes driver Lewis Hamilton, and his new teammate , 2009 Formula 1 World Champion Jenson Button. TAG Heuer, more than ever, epitomizes prestige and performance through active partnerships with Hollywood icon Leonardo DiCaprio and Bollywood star Shah Rukh Khan, LPGA star Suzann Pettersen and WTA tennis champion Maria Sharapova. TAG Heuer is a privileged member of the Fondation de la Haute Horlogerie (FHH), the most exclusive club in the Swiss watchmaking industry. The newest addition to the TAG Heuer legacy is the Calibre 1887, an in-house, Swiss manufactured, integrated column-wheel chronograph movement that pays tribute to the original Heuer oscillating pinion of 1887, one of the brand's first patents and a major benchmark in modern watchmaking. From March through October 2010, TAG Heuer's revolutionary and ecologically conscious "Odyssey of Pioneers" exhibit, the first-ever round-the-world trip in a 100% electric car designed specifically by Tesla Motors for TAG Heuer, will showcase in Olympic flame fashion the brand's past, present and future collections across 15 key cities of the world.
