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TAG Heuer Museum in Motion: History made in Montreal

TAG Heuer Museum in Motion- Cover - Olivier Blouin

As far as I can remember, I’ve always been a fan of TAG Heuer. I had posters in my room when I was younger. In short, it’s a brand that has always resonated with me, whether we’re talking about the Transat TAG (if I remember correctly it was at the time, the name of the Transat Quebec Saint-Malo) or the Formula 1, I have always had a fascination for this brand. Last December, it was a pleasure to be invited to the inauguration of TAG Heuer’s first pop-up museum in Canada, The TAG Heuer Museum in Motion, in collaboration with Birks House in Montreal, at 630 Sainte-Catherine West.

TAG Heuer Museum in Motion: A Rich History

TAG Heuer Museum in Motion- Pop Up Store Exterior - Olivier Blouin

Credit: Olivier Blouin

You will find in the TAG Heuer Museum in Motion, a carefully preserved collection featuring heritage watches from the museum of the famous Swiss watch brand and the personal assets of collectors. This is the first exhibition in which these pieces are exhibited as a group and is the first time such an exclusive exhibition has been held in Canada. Our collaborator Christ Desjardins, is sometimes present at the shop as an advisor, he who is a watch enthusiast and who worked in this area before opening Bootlegger l’Authentique. I also had the chance to talk with TAG Heuer North America’s Vice President Marketing, Andrea Soriani, who is fluent in French.

TAG Heuer Museum in Motion- Andrea Soriani + Normand Boulanger - Christina Esteban Photography

Andrea Soriani, Vice President Marketing TAG Heuer North America and Normand Boulanger, President and Publisher, RDPMAG
Credit: Christina Esteban

TAG Heuer Museum in Motion- Birks Tag Heuer Team - Christina Esteban Photography

The TAG Heuer Museum in Motion Team
Credit: Christina Esteban

TAG Heuer Museum in Motion- Christ Desjardins Normand Boulanger - Christina Esteban Photography

Christ Desjardins, RDPMAG Collaborator and Watches Afficionado, and Normand Boulanger, President and Publisher, RDPMAG
Credit: Christina Esteban

The selected pieces reflect the rich history of TAG Heuer, particularly in the field of motor racing, and highlight the brand’s innovative manual dexterity in luxury sports watch design.

TAG Heuer Museum in Motion- Andrea Soriani - Christina Esteban Photography

Andrea Soriani, Vice President Marketing TAG Heuer North America
Credit: Christina Esteban

On site you will find the centerpiece of the collection, an original TAG Heuer 1911 Time of Trip watch, which is the first 12-hour Dashboard Chronograph watch, patented by Heuer in 1911. Designed for use in automobiles and planes, the watch shows the traditional time, trip time, and features start, stop, and reset functions. The 1911 Time of Trip model has inspired Heuer watches for years.

TAG Heuer Museum in Motion: Tribute to car racing

TAG Heuer Museum in Motion- Monaco Watch

The TAG Heuer Monaco watch
Credit: RDPMAG

You will also find featured in the TAG Heuer Museum in Motion, the 1965 Carrera and the 1970 Carrera Caliber 12. The 1968, 1970 and 1974 Autavia models, the 1970 and 1975 Monaco watches and a 1972 article named in honor of the city of Montreal, are just some of the notable pieces of the exhibition.

Completing the range, and pursuing the theme of car racing, in which TAG Heuer has been associated for many years, the Ambassadors brand helmets, designed and designed by the TAG Heuer family. Alexander Rossi’s 2018 Indy 500 helmet was cleverly designed by the artist, Alec Monopoly, and embellished with signatures by Rossi and Monopoly. To top it off, headphones autographed by Hollywood actors Chris Hemsworth and Patrick Dempsey also feature in the exhibition.

TAG Heuer Museum in Motion: A Canadian premiere

TAG Heuer Museum in Motion- Pop Up Store Inside - Olivier Blouin

Credit: Olivier Blouin

“We are delighted to welcome TAG Heuer Museum in Motion to Canada,” said Jean-Christophe Bédos, President and CEO of Birks Group. “As a company with a rich heritage, we are proud to partner with brands that share our spirit as TAG Heuer and we are honored to have chosen Montreal as the host city.”

TAG Heuer Museum in Motion- Pop Up Store - Olivier Blouin

Credit: Olivier Blouin

The TAG Heuer Museum in Motion provides consumers and watch enthusiasts the opportunity to see unique retro watches and allows them to experience the innovative world of TAG Heuer like never before. Located near the Maison Birks flagship store in Montreal, the exhibition opened on December 5, 2018, and will end on January 31, 2019.

TAG Heuer Museum in Motion- Andrea Soriani + Birks - Christina Esteban Photography

Andrea Soriani, Vice President Marketing TAG Heuer North America and the Birks Comms + PR Team
Credit: Christina Esteban

Want to see more models offered for purchase? Do not hesitate visit the flagship store of Maison Birks in Montreal located at 620 Sainte-Catherine Street West in Montreal.

President, Publisher & Editor In Chief of RDPMAG - Passionate about food, wines, spirits, cocktails, fashion, movies and more, Normand loves to talk about his passions.