The dynamic, design-led exhibition, which explores the Carrera’s aesthetic origins in the architecture, industrial design, art and fashion of the 1960s, is part of a year-long celebration of the 50th anniversary of the mythic line of motorsports-inspired watches and chronographs.

 

“The idea behind the exhibit is to give visitors a chance to see the Carrera in the full context of the fervent creativity from which it emerged,” said Jean-Christophe Babin, TAG Heuer President and CEO. “For die-hard fans of the time--and its most iconic timepiece-- it’s a must-see.”

 

Presented inside the restored, early-20th century Sécheron Hall in a purpose-built architectural space reflecting the minimalist design tastes of the epoch, the 50 YEARS OF CARRERA event showcases specially commissioned artworks, iconic furniture and a full historical range of Carrera timepieces. 

 

Sources of inspiration include the artistic creations of Jackson Pollock, Mark Rothko, Peter Blake, John Baldessari and Robert Indiana.  Another is the famous “Carrera Panamericana Mexico Road Race” -- the favorite open-road challenge of the brand’s longtime friend Juan-Manuel Fangio.

 

Created by Jack Heuer in 1963, Carrera remains the standard-bearer of TAG Heuer’s unrivaled motorsports pedigree. Designed to meet the specific needs of professional drivers-- tough, uncluttered, easy-to-read--the Carrera draws from a range of innovative ideas for its breakthrough design. The specific codes of motor-racing are well represented -- the look of vintage dashboard counters, for example, and the perforated leather gloves favored by Juan-Manuel Fangio and his contemporaries. So, too, is early 60s modernism: the geometric purity of Oscar Niemeyer’s new architecture; the curving, sensual lines of an Eero Saarinen building or chair; and the clean, uncluttered aesthetics of Pop-Art. 

 

In 1996, TAG Heuer relaunched the line with the TAG Heuer Carerra Chronograph, one of the bestselling timepiece’s in the brand’s history. Since, the line has seen several upgrades. Its pure, modernist aesthetic has graced many of the brand’s most avant-garde creations, including the TAG Heuer Mikrogirder, which won the coveted “Aiguille d’or” (Swiss Watch of the Year )at Geneva Watchmaking Grand Prix ceremonies last November.