From 19 January to 27 March 2005, the prestigious Musée International de l’Horlogerie (International Watchmaking Museum or MIH) in Chaux-de-Fonds, Switzerland, is hosting an exhibition sponsored by TAG Heuer featuring the work of some of the most talented students from three of Europe’s most renowned design schools.

The exhibition, entitled “Une heure d’avance” (“A step forward in time” or literally “An hour ahead”), is the product of an intense collaborative effort carried out in 2004 with 50 design students from the Ecole Nationale Supérieure de Création Industrielle (ENSCI) in Paris, the Domus Academy in Milan and Central Saint Martins College of Art and Design in London.
Through its sponsorship of this unique event, TAG Heuer, an emblem of the Swiss Avant-Garde since 1860, continues its quest for innovation after winning the Design Watch award for its Monaco Sixty Nine model at the Grand Prix d’Horlogerie in Geneva in 2004. TAG Heuer’s revolutionary Monaco V4 concept watch, launched in Basel last year, was named “Watch of the Year” by Wallpaper magazine and “Best of What’s New” by the American review, Popular Science. The Swiss magazine Bilanz also recognised TAG Heuer as the one of the three most innovative companies in Switzerland following a study produced by the international consultancy firm A.T. Kearney.


Watchmaking in the third millennium as envisaged by 50 international design students and TAG Heuer

In a truly innovative approach to watchmaking, TAG Heuer set up partnerships with several design schools to encourage students to explore their vision of THE watch of the future. The students had no prior knowledge of watchmaking, but as a result of their collaboration with TAG Heuer, they produced 50 highly creative and innovative projects. The students worked in groups of one to three persons over a period of three to five months with the support of outside designers and teachers.

The various projects submitted by the students provide TAG Heuer with a basis for reflection in its approach to its brand identity and offer inspiration for the possible development of new products.

At the exhibition opening on January 19, 2005, the Public Prize was awarded to Federico Otero for his Chronoscopio Project. Joël Rapoport won the Jury Prize for his Saturn Project, and the “Coup de Coeur” Jury Prize for Lady's Watch went to Jennifer Lemieux for her Mercury Project. The jury, composed of experts from the world of watchmaking and design, was presided over by Jean-Michel Piguet, the Adjunct Conservator of MIH. Among the jury members was Jean-Daniel Pasche, President of the Swiss Watchmaking Industry Federation.




Jean-Christophe Babin and Federico Otero




Mercury by Jennifer Lemieux



SATURN by Joel Rapoport

This exhibition represents a true step forward for innovation and creativity throughout the watchmaking world, and can be freely accessed by Museum visitors until 27 March 2005, when it will begin a worldwide tour of TAG Heuer subsidiaries.


The 10 Projects included in the exhibition:

Ecole Nationale Supérieure de Création Industrielle (ENSCI)
Founded in 1982 and located in Paris, the Ecole Nationale Supérieure de Création Industrielle is the only public institution of higher learning in France devoted solely to industrial design. Approximately 240 students receive training in a five-year degree programme.

1. SATURN (Joel Rapoport)
2. CIRCA ( Lucie Dorel, Denis Pellerin)
3. KINO (Oriane Dambrune, Soufiane Adel)


The Domus Academy

This post-graduate school founded in 1983 and located in Milan offers advanced training programmes and a research lab in the field of Design. It combines the facilities of a school, an educational centre and a research lab, publishes a review and other publications, conducts cultural initiatives and offers consulting services for companies. The school accepts students with prior training in fields such as art, fashion design and architecture. In 2005, the Domus Academy boasts 158 students from 37 different countries, which explains its reputation as a truly international educational centre.

4. CRONOSCOPIO (Federico Otero)
5. VIPER (Valentina Jannazzone, Caroline Dippold)
6. MERCURY (Jennifer Lemieux)
7. TAG AVALANCHE (Trevor Siu, Dani Benereytan, Sara Akuzum Bahar)
8. TH (Marta Rois and Maria Astiaso)


Central Saint Martins

Central Saint Martins College of Art and Design is located in the heart of London. It was created in 1989 through the merger of two highly reputed schools: the Central School of Arts and Crafts (founded in 1896) and Saint Martin’s School of Arts (founded in 1854). The combined experience and history of these two famous schools have established CSM as a world-renowned institution in the fields of fashion and design, attracting students from more than 65 countries.

9. Rebecca Majerus
10. Tomasz Donocik


TAG Heuer, the benchmark in prestigious sports watches and chronographs since 1860, currently ranks as the fourth luxury brand in the world watch market. The Swiss watchmaking legend draws from its active engagement in the world of sports to create the most accurate measuring instruments and sports-inspired timepieces ever made. From the Olympic Games in the 1920s to its new role as official timekeeper and chronograph for the legendary Indy 500 and IRL championship, TAG Heuer has maintained a constant quest for innovation and excellence, pursuing the summit of performance and prestige. This is reflected in its partnerships with Team McLaren Mercedes in Formula 1 racing; with Tiger Woods and Ian Poulter at the highest levels of international golf and with Juan Pablo Montoya and Kimi Raïkkönen at the top of Formula 1. With Brad Pitt and Uma Thurman, TAG Heuer more than ever stands for “Sport and Glamour”.



Source: Tag Heuer

www.tagheuer.com
Contact: [email protected]

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