Tag Heuer’s La Maison to take in Asia and the US

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Tag Heuer is showcasing 300 of its watches in a travelling exhibition taking in ten cities across Asia and the United States.

The exposition, called La Maison, is a travelling version of the private Tag Heuer 360 museum at the company’s headquarters in La Chaux-de-Fonds, Switzerland, and is the first time many of the timepieces have been publically displayed.

La Maison opened at the Pavilion Mall in Kuala Lumpur, Malaysia, before making stops in Shanghai, Beijing, Hong Kong and Busan and then crossing the Pacific for the first stop in the United States in November. The exposition will spend only 10 days in each city.

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Visitors to La Maison will get the chance to see 60 historic watches on loan from the museum’s permanent collection and the treasury of the Heuer family.

The pavilion is divided into rooms including the Family Room, focusing on the history of Tag Heuer; the Kitchen offers an interactive experience and the chance to see live movement assembly while the Garage, focuses on the company’s association with motor-racing and the Portrait Gallery is dedicated to the brand’s ambassadors.

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