At the very core of TAG Heuer's DNA is the term, Technique d'Avant Garde.

The brand has proven there is little that could shake up the world of traditional Swiss watchmaking more than the launch of their Connected Watch along with Intel & Google.

To take it a step further, when all major mobile players were in the race, they took their competitors by storm creating their very own virtual reality platform.

Based on the same fundamentals as any other TAG Heuer product, the platform encompasses a strong story, pioneering technology and an overall outstanding creation.

The first experience unearths the history of the TAG Heuer Carrera, starting off at the Panamericana Race in a Lancia D24 engine and winding up in the midst of the TAG Heuer Carrera Heuer 02.

TAG Heuer is an avant-garde watchmaker which has marked its industry, thanks to timepieces now legendary.

In an era of digitalisation of functions and services, the Swiss watchmaking has new challenges to face: in particular, addressing a younger audience.

That’s how - in the wake of the major electronic manufacturers - we created a virtual reality platform dedicated to the TAG Heuer brand.

Like each timepiece of the brand, this platform is based on three fundamentals: a strong story, an avant-garde technology, and a remarkable object.

The object we made is a retro/futuristic Motoracing headset, designed to closely fit the brand codes, and in which virtual reality optics have been re-integrated.

Technology-wise, the virtual reality portal is based on WEBGL & Oculus SDK, and can handle the next virtual reality experiences of the brand, whether it is 360-degrees video reception or pre-calculated 3D.

As for the story, this portal is launched with the Carrera collection: from the Panamericana race which is dedicated to this creation, to the flying tourbillon which makes the heart of the new Carrera Heuer 02 beat.

In March 2016, this experience has been launched in a worldwide preview at the International Auto Show of Geneva. It will be deployed in the shops and on the numerous events where Tag Heuer is present all around the world. At the same time, the story will be largely spread out by all the VR content distributors like Facebook, Youtube or the Oculus Store.

All of this crafts a complete virtual reality experience, designed for tomorrow and faithful to the brand values.