The Swiss watchmaking pioneer launched a mobile museum – the most important ever devoted to TAG Heuer – celebrating its colorful history and bringing its rarest treasures to the world.


First stop, Kuala Lumpur.
The Mayor of Kuala Lumpur officiated the opening of the exhibition in the presence of both local and regional guests and media. A truly proud moment for TAG Heuer.

The concept – LA MAISON celebrates the brand’s defining values: innovation & avant-gardism; energy & intensity; luxury & emotion. The adaptable 100m2 structure has ceilings that are 2m40 high and contains 60 exceptional historic timepieces, selected from TAG Heuer 360 Museum’s permanent collection and the Heuer family’s private treasury.

“ From the oldest stopwatch to the newest chronograph, this exhibition shows who we are and what we’re made of.” Proudly said Stephane Linder, CEO & President of TAG Heuer.

The Tour – Its next port of call is Shanghai, followed by high-profile stops in Beijing and Hong Kong. From there it travels to Seoul, before crossing the Pacific to live the American dream in Las Vegas, Houston, Philadelphia, Miami and Dallas. Don’t delay: the average stay in each place will be ten days only. This is a once-in-a lifetime experience – a must see for watch collectors, motor racing fans, design connoisseurs and lovers of the TAG Heuer legend.