Just as Basel kicks off, we’re all awaiting the new and great creations from watch makers around the globe.In light of their 150th anniversary, TAG Heuer celebrates with actor Leonardo DiCaprio at a special event for 600 special guests honoring his dedication to save the environment.
The night served as a launch pad for the Odyssey of Pioneers – a traveling road show that will showcase TAG Heuer’s finest timepieces of the past, present and future in 15 cities from March to October 2010. The night also served as the premiere of the Grand Carrera Pendulum, a 2010 concept watch that turns an immutable principle of mechanical watchmaking on its head – it is the first movement without a hairspring. Jean-Christophe Babin, president and CEO of TAG Heuer, explained how it works : “In the regulation system, we simply replaced the traditional hairspring with magnetic fields. TAG Heuer invented the oscillating pinion in 1887; the Mikrograph, the first counter that was accurate to a 100th of a second; and the V4, with its belt-driven transmission system. Now, we are introducing another major innovation, and another example of the pioneering spirit that has imbued us for a century and a half.” “Mastering time, this has been our challenge since 1860,” said TAG Heuer Honorary Chairman Jack Heuer as he opened the celebration.
In his remarks, Leonardo DiCaprio was rocking the new Carrera 1887 – discussed his pride in being an ambassador for the company : “I am excited to be here to celebrate TAG’s 150th birthday,” said DiCaprio. “I am proud to be associated with a company that not only has a rich and storied history, but also understand the importance of doing good in the world. Our partnership, which enables people to buy a quality timepiece and help save the planet at the same time, is a model I hope other brands will follow.”
We can see why he feels this way by looking at the new pictures that TAG just released of the Pendulum.