TAG Heuer: Bringing 150 years of perfection to life in landmark stores worldwide

TAG dates back to 1860 and in 1887 it was awarded a patent for a mechanism still used by watchmakers today. From their HQ in Switzerland, the company’s technical prowess and manufacturing and marketing excellence has made it a worldwide market leader and a brand aspired to by discerning consumers and marketeers alike.

In 1999 TAG was acquired by French multinational luxury goods conglomerate, LVMH, joining forces with many of the world’s other premium brands. Like them, everything that TAG touches is considered, understated, perfectly engineered and exquisite. From their product design, to their partnership with Formula One they pursue and achieve perfection.

To celebrate their 150th year, TAG commissioned Sector to create a series of retail installations to manifest the brand’s heritage and to herald the future. The installations, combining archive images and traditional materials with digital technologies, were realised in the world’s most lavishly appointed landmark stores from New York to Dubai.


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