by the relevant association, by the authenticity
of the objects and documentation,”
informed Jack.

The layout and design of the stateof- the-art facility was meant to resemble the space between the dial and the crystal of a timepiece. This remarkable design was inspired by the intriguingly inaccessible space between the dial and the crystal glass, where the hands of time are turned by an inexplicable force from within - this spatial layer architecturally articulated by the three major elements. The first element, symbolising the crystal that crowns a watch, is a monumental circular video screen suspended overhead and beveled to provide a clear view to the visitors below. This dramatic panoramic screen is composed of 12 high performance retro-projectors, synchronised into a single moving 360 degree centripetal image. The film projected by the circular screen dwells on the legends and ambassadors that contributed to the evolution of the brand, from Edouard Heuer who founded a watchmaker’s workshop in Saint – Imier in the remote Jura Mountains to

tennis star Maria Sharapova. The ultra-sound speakers directionally shower down a beam of sound audible only to those positioned directly below, intensifying the sensorial experience.

The second element defines the periphery of the museum and acts as an architectural time line. A 50-meter-long band of brushed aluminum, inlayed with a flush glass ribbon, circumscribes the four walls. Behind the eye-level glass ribbon, a contiguous composition of display cases, video screens, back-lit images and text incrementally mark the passage of time. Starting from the entrance and moving in a clockwise direction, key moments in the history of timekeeping are highlighted with numerous astonishing treasures that chronicle the story of TAG Heuer up to the present day. Here, you can see the Mikrograph and Microsplit introduced
in 1916, which served as the base
for the brand's pocket chronometers used
as official timing instruments during the
Olympic Games in Antwerp (1920), Paris
(1924) and Amsterdam (1928).