TAG Heuer Chenevez manufacture
Architecture & Design

Chevenez-based TAG Heuer: between functionality and rationality

"We just haven’t done it like the others!" exclaims Damien Borne, architect and head designer at TAG Heuer. The construction of the building, which is the fruit of a particularly close collaboration between the "in-house architect”and the site manager, wasn’t a call for tenders.

By David Richard

A collective thought at the service of industrialization

The measuring of surfaces and setting up of the premises –including a central corridor that optimizes the flows, a central technical office and modular spaces –was initiated by an in-house project team always taking into account production needs. Pragmatic, evolutionary, modern and respectful with the brand’s codes –those were the specifications submitted to the architecture firm that was chosen to design the layout. Three same-level segments interlinked to a metal frame remind us of the sheds of old factories with triangular roofs, and aim to go in line within the local industrial fabric.

Designed to allow for maximum light, its gross volume presents a sophisticated dynamism that is generated by a black powder-coated metallic walls that alternates between matt and shiny surfaces. The main entry is characterized by a very contemporary black glazed facade with a most beautiful effect. A huge decaling deliberately illustrates the site’s ultimate aim; i.e. the production and assembly of the 1887 movement as well as 1989, the latest 100% TAG Heuer-made movement.

Brand :TAG Heuer, Chevenez Manufacture (JU)
Title : Chevenez-based TAG Heuer, between functionality and rationality
Address : rue Gallo-romaine 444, CH-2906 Chevenez (JU)
Phone number : +4132 465 7100
Website : http://www.tagheuer.com
Use : Movement production unit
CEO : Jean-Claude Biver
Site manager: Aurélien Le Bigot
Order: No call for tenders –Laying of the foundation stone on May 3, 2012
Delivery date : June 2013 - Inauguration on Novembre 5,2013
Architect: Arches 2000 SA (Delémont)

Some figures:

  • Surface area : 6268 m2
  • Built area : 2300 m2
  • Right on way : 60m x 40m
  • Height : 6.5 m
  • Maximum number of employees : 100
  • Parking spaces: 100

Site evolution

Based on a central corridor running through the unit, the construction plan anticipates a potential expansion of the building throughout. The eastern facade can be removed to allow for the site’s flexible geometry. In line with the market's evolution, the company gives it a 5-year time horizon.

Quoting the architect

"Since watchmaking is considered moving architecture, the creation of this plant needed to express that concept. 

The movement is revealed with a roof in the shape of sheds that provides rhythm and an infinitely growing perspective".

Nicolas Stebler (Technical Architect ES - Arches 2000)

A sustainable environment

Its 600-m2 photovoltaic roof produces 20% of the electricity that is consumed. Made to foster soft mobility, there is a bicycle-shed in the shape of a plant and the company has a mobility plan to optimize carpooling and the use of buses. During its construction, priority was given to the use of local materials found in the region.

There is a vegetated water-holding sump.

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