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  1. Venues & Destinations
  2. United States
  3. Miami / South Florida

Tag Heuer Partners With Tesla Motors for 150th Anniversary World Tour

D. Channing Muller
August 25, 2010

Luxury watchmaker Tag Heuer stopped in Miami on Thursday night as part of its Odyssey of Pioneers world tour to celebrate the company’s 150th anniversary. To mark the occasion, Tag partnered with Tesla Motors, which created a one-of-a-kind electric roadster to tour 15 cities with the brand.

β€œWe decided to partner with [Tesla] since we’ve become committed to everything in relation to the environment in the past couple of years, and that partnership kept us going in that direction,” said Stephanie Cariglio, Tag Heuer’s marketing and brand maanger for the Caribbean and Latin America.

The tour kicked off in Basel, Switzerland, on March 18 with brand ambassador Leonardo DiCaprio and a showcase of 15 timepieces from the company’s history. Thursday’s party for 250 at the Temple House in Miami Beach marked the 13th stop for the exhibition and the Tesla car, which is being driven from one location to the next.

The Vibe Agency produced the three-hour cocktail party and designed separate areas within the private residence’s main event space to showcase the watch exhibit and the car, the latter of which remained covered until Burn Notice star Jeffrey Donovan unveiled it with the help of four stilt walkers about an hour after arrivals. Ronen Bar and Furniture Rental set up white furniture groupings throughout the space with copies of Tag’s Odyssey of Pioneers 150th anniversary book on the coffee tables.

Aaron’s Catering served passed hors d’oeuvres and small plates accompanied by three signature cocktails, including one blasted with liquid nitrogen for a smoking effect. 

The tour continues to New York September 2 to 6, before heading to London September 15 to 20 and wrapping up in Paris on September 29.

E18976standalone
Photo: Joseph Cancellare & Assoc. for BizBash
Tag Heuer's 150th anniversary book was displayed at the party.
Tag Heuer's 150th anniversary book was displayed at the party.
Photo: Joseph Cancellare & Assoc. for BizBash
Signage at the entryway described how a Tag watch is made.
Signage at the entryway described how a Tag watch is made.
Photo: Joseph Cancellare & Assoc. for BizBash
Some 250 people attended the event.
Some 250 people attended the event.
Photo: Joseph Cancellare & Assoc. for BizBash
Blown up images of the brand's key ambassadors hung in the venue's main room.
Blown up images of the brand's key ambassadors hung in the venue's main room.
Photo: Joseph Cancellare & Assoc. for BizBash
Tag founder Edouard Heuer's image hung above a piece from the brand's collection.
Tag founder Edouard Heuer's image hung above a piece from the brand's collection.
Photo: Joseph Cancellare & Assoc. for BizBash
Nitrogen created a smokey effect for some of the evening's signature cocktails.
Nitrogen created a smokey effect for some of the evening's signature cocktails.
Photo: Joseph Cancellare & Assoc. for BizBash
Two illuminated bars served signature cocktails.
Two illuminated bars served signature cocktails.
Photo: Joseph Cancellare & Assoc. for BizBash
The Tag Heuer/Tesla roadster was on display.
The Tag Heuer/Tesla roadster was on display.
Photo: Joseph Cancellare & Assoc. for BizBash
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