La Chaux-de-Fonds, Switzerland—Watch brand TAG Heuer is helping its hometown of La Chaux-de-Fonds to become a true point of call for watch aficionados the world over.

The Swiss city is already home to the International Watchmaking Museum, and now, it is home to the world’s first 360-degree watchmaking museum.

At a VIP-filled event held on Jan. 30 at TAG Heuer’s headquarters, the company inaugurated its “TAG Heuer 360″ private museum, a state-of-the-art facility featuring the world’s first-ever 360-degree conical movie screen.

The company said in a statement that 12 computers processing more than 1 million images an hour operate the screen, creating a unique and dynamic presentation of the TAG Heuer saga.