THEIR FINEST HEUER
As the head of the TAG Heuer museum, Catherine Eberlé-Devaux presides over a collection belonging to an innately masculine brand. She laughs as she confirms: “Heuer is, for sure, a male brand but — if we must start with stereotypes — then ‘heritage’ is more a female thing. As I love to hear passionate stories, to look at watchmakers’ art and to dig into archives, I think this position was made for me.”
She feels that, as TAG Heuer has a rich history that dates back to 1860, its heritage is the soul of the brand and the justification for a dedicated department. Its goal is to preserve, restore and value the company’s past. “‘No tradition, no future’ is Jean-Claude Biver’s motto, which inspires us every day. This is what I’ve been implementing for a few years.”
Eberlé-Devaux works with a team that analyzes the museum timepieces. One objective is to create a full database of the Heuer cases, including the case production dates. The watch analysis reveals information on
