TAG Heuer, arguably the most motor sports oriented watch brand of them all, is to participate for the fourth consecutive year at the Geneva International Motor Show from March 8th to 18th 2018. TAG Heuer will be the sole watch brand with a booth at the fair to showcase their new watches of the 2018 collection, as well as to announce new collaborations in the automotive industry.
TAG Heuer has built close ties with the world of motor racing over the course of a century with the creation of precise chronographs which have pushed the boundaries of timing accuracy – 1/10th, 1/100th, 1/1000th and 5/10,000th of a second. Heuer was also the first watch brand to partner with a professional racing driver with Jo Siffert.
At the show, TAG Heuer will be creating an 1000 square meters stand which will feature magnificent vehicles, such as the showcars of the “Red Bull Racing – TAG Heuer Showcar” and the “Formula E Showcar”.
Throughout the event, the stand will feature five exclusive racing simulators, a bar open to the public, two VIP lounges, a large screen and a box with the new “Samsung Gear VR” presenting the various TAG Heuer worlds.
To complete the installation, there will be a brand-new pop-up store where visitors can enjoy the full TAG Heuer boutique experience. The pop-up boutique will carry the new TAG Heuer watch collection, including the TAG Heuer Connected Modular 45 and the brand new 41, as well as the recent re-issue of the legendary Monaco with its famous square blue dial featuring a left-hand crown. The original was of course worn by Steve McQueen during the filming of Le Mans in 1971.
President of LVMH Watch Division and TAG Heuer CEO Jean Claude Biver will be present at a press conference on March 7th at 11:30am along with several leading figures from the automotive industry.
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