The year 2010 marks Tag Heuer‘s 150th anniversary, and in recognition of this milestone, the brand joined forces with Tesla Motors Inc., the legendary electric sports car company, to create the one-of-a-kind Tag Heuer Tesla Roadster, a fully electric, emissions-free vehicle outfitted with a Heuer limited-edition one-fifth second stopwatch and a Tag Heuer Meridiist communications device. The two iconic brands also launched their global “Odyssey of Pioneers» exhibition and roadshow to visit the key cities of the world.
In March 2010, Tag Heuer brand ambassador and Academy Award-nominated actor Leonardo DiCaprio kicked off the car’s round-the-world, six-month «Odyssey» in Basel, Switzerland. Brand ambassador Maria Sharapova welcomed the vehicle when it arrived in the U.S. in early July, and drove it along the streets of Manhattan Beach.
On September 2, stars of television, the music industry and catwalk came out to celebrate Tag Heuer’s «Odyssey of Pioneers» at an exclusive cocktail party hosted by the luxury Swiss watch brand in New York. This exclusive cocktail reception marked the final North American leg of Tag Heuer Tesla Roadster’s global tour.
The Amagansett, NY-based invitation-only event was the 13th major stop the Tag Heuer Tesla Roadster has made worldwide. It drew actress Mary-Louise Parker, actor Ed Westwick, supermodel Hilary Rhoda, and New York social influencer and philanthropist Cornelia Guest. Chairman of LVMH Moet Hennessy Louis Vuitton Inc., Jack Heuer, Honorary Chairman of Tag Heuer, Jean-Christophe Babin, Tag Heuer Worldwide President and CEO, and Ulrich Wohn, President and CEO of Tag Heuer North America, also were among the guests. During the event, guests enjoyed cocktails and previewed an exhibition of key historical and current Tag Heuer product that underscores the brand’s passion for revolutionizing timekeeping.
The Tag Heuer Tesla Roadster will travel to London and then Paris for the final leg of its global journey. At the Odyssey’s completion, the car will have traveled more than 37,000 km over three continents, visiting 15 key cities including Moscow, Tokyo, Los Angeles and Paris from March to October. Follow the Odyssey at www.odyssey.tagheuer.com.