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2013 TAG Heuer Geneva Show Wrap

Last Updated on June 22, 2019 by Calibre 11

It was a busy week in Geneva, with many people crowding in town for the SIHH show. Perhaps sensible, then, for TAG Heuer to decamp a little further from the centre and have their exhibition to celebrate 50 years of the Carrera in the less well-trodden Sécheron.

In fact, on arriving, we were wondering if we were in the right place at all. The area can’t seem to make up its mind whether it’s light industrial or residential and the approach to the event venue was very unimposing. Still, we hoped we were on the right track by following the distinctive posters.

On entering, we were greeted by a 3D projection over a McLaren MP-12C that was interesting. Had we stayed a little longer, we would have seen Jack Heuer climbing in and “driving” off but that was something we saw later, being keen to get inside.

At reception, it was clear that we were in the right place:  GreeterA[1]


Great choice of watches there, and they seemed to really appreciate what they had.

Carrying on, we were greeted by another McLaren, this time an F1, but then on to the event proper. TAG Heuer had a number of artworks, inspired by other artists, but the first that caught my eye was a play on Robert Indiana’s “LOVE” statues, having seen examples in Shinjuku, Tokyo and on Avenue of the Americas (or Sixth Ave., as many New Yorkers prefer).






Or this piece made from compressed movements, cases and dials, inspired by César Baldaccini.