The Tag Heuer Calibre Mikrograph

Tag Heuer last month launched the tour for its “100 Years of Innovation” exhibit at Aventura Mall. The location was chosen for its prominent exhibition space and high performance among the watch firm’s directly operated stores in Florida, according to Françoise Bezzola, vice president of communications.

Brand ambassador and Miami Marlins right fielder Giancarlo Stanton; race car driver Hilaire Damiron, and Karen Leon, daughter of Eduardo Leon, a race car driver and president of the Carrera Panamericana race, celebrated the brand’s historic sports connection.

Rather than begin in 1860 when TAG Heuer was founded, the exhibit focuses on a milestone in watch innovation throughout the industry: the 1916 Mikrograph, which was the first stop watch accurate to the 100th of a second. Normally displayed at the company’s museum in Switzerland, the original timepiece sat alongside its 2016 re-edition, a Calibre Mikrograph 1/100th of a second automatic chronograph. Its gray perforated calf leather strap features a steel folding clasp and removable dial to be used as a pocket watch for a desk or dashboard. The limited-edition anniversary watch retails for $21,000.

A video accompanied the exhibit’s portion for watches from the Carrera collection, including the initial 1963 Carrera designed by Jack Heuer for the Carrera Panamericana race, and its later designs, Heuer 01 and Heuer 02. The brand recently signed a two-year partnership as the race’s official timekeeper and timepiece. The exhibit travels to Orlando, Charlotte, Las Vegas, Dallas and King of Prussia, Pa.

Besides baseball and car racing, the brand is bolstering its soccer presence as a new partner for the Premier League, Bundesliga, La Liga and Manchester United, as well as the official timekeeper for Major League Soccer and U.S. Soccer teams.

“We believe soccer is a growing sport in the U.S., and we see huge potential especially with Millennials,” said Bezzola.