La-Chaux-de-Fonds, Switzerland, January 30, 2008 – At a glamorous and glittering champagne soirée with superstar Formula One driver Lewis Hamilton. TAG Heuer inaugurated the world’s first 360 Degree Watchmaking Museum, celebrating 150 years of innovation, precision, performance and prestigious sports embedded in the legendary Swiss brand’s unique heritage.

It was an honour and a privilege to be able to attend the opening in Switzerland. It was even better to meet the people involved within the "Heuer" watch industry and heritage. Most that attended where retailers from around the globe that work for or are involved with Tag Heuer. There was also myself, Jeff Stein (Onthe Dash),Mathilde Tournois (Heuer Archives),Gary Girdvainis (International Watch Magazine) who seemed to be the most excited about seeing all the historic timepieces on display. As you can see alot of time, effort and money has gone into the museum

The 300 Timepieces on display were in no particular order of age or design, with new next to old which really worked well keeping the eye flowing and interested. Here we see some rally timing equipment and a display of colourful Nautical timepieces. It was great to see pieces which i never knew before and of course the watches that i had supplied.

Here were some very unusual examples. (Left to Right) A early Autavia with Dauphine hands, white dial and Indianapolis 500 logo. A Chronomatic "Siffert" Autavia. A Ferrari logo chronosplit. Monaco V4 concept and Diamond LED concept.

The overall organization and preparation was fantastic with nothing out of place I liked the whole design and lighting of the museum and its clear that Tag Heuer are paying a massive respect to their heritage due to it helping with the path of future designs and marketing which in the last decade Tag have had great success with. I think this whole experience will without doubt have an influence on Tag Heuer and more use of the past will be reflected in some watch we are yet to see.