After a first stop in Kuala Lumpur in February, the exhibition will stay a few weeks in China. The opening ceremony will take place in Shanghai (Gran Gateway 66 Mall) on April 18th and will host a special guest, Jenson Button, the McLaren F1 pilot. “LA MAISON” will then move to Beijing on April 29th. The launch of the touring museum and the opening of the TAG Heuer Boutique are scheduled for April 30th in the Oriental Plaza where Chen Dao Ming will appear to support the brand’s initiative.
The concept – TAG Heuer launched a mobile museum - the most important ever devoted to TAG Heuer - celebrating its colorful history and bringing its rarest treasures to the world. LA MAISON celebrates the brand’s defining values: innovation & avant-gardism; energy & intensity; luxury & emotion. The adaptable 100m2 structure has ceilings that are 2m40 high and contains 60 exceptional historic timepieces, selected from TAG Heuer 360 Museum’s permanent collection and the Heuer family’s private treasury.
The Tour – After a second stop in China, “La Maison” will travel to Seoul, before crossing the Pacific to live the American dream in Las Vegas, Houston, Miami and Dallas. Don’t delay: the average stay in each place will be ten days only. This is a once-in-a-lifetime experience - a must see for watch collectors, motor racing fans, design connoisseurs and lovers of the TAG Heuer legend.