TAG Heuer announces its partnership with Dubai at Arabian Travel Market 2017
TAG Heuer announced an exciting collaboration with the Dubai Department of Tourism & Commerce Marketing (Dubai Tourism), which starts with the Dubai Connected Watch Modular 45 Special Edition
Dubai, 25th April 2017 – In the ultimate tribute to Dubai, TAG Heuer announced the launch of a unique timepiece it has designed in collaboration with the Dubai Department of Tourism & Marketing (Dubai Tourism) at Arabian Travel Market (ATM) held at the Dubai World Trade Centre. Senior Dubai Tourism representatives and Philippe Roten, Commercial Director of TAG Heuer, were present for the occasion. The Dubai Special Edition was exhibited during ATM, the market leading, international travel and tourism event unlocking business potential within the Middle East for inbound and outbound tourism professionals.
The Dubai Connected Watch Modular 45 is a living testimony to a successful partnership between two brands whose brand values both represent a harmonious blend of tradition and modernity. While TAG Heuer prides itself on its rich Swiss watchmaking heritage and Avant-Garde Spirit, Dubai has become a name synonymous with dynamism and a digitally connected spirit.
The Dubai Special Edition timepiece is mounted on a brown calfskin strap with rubber lining with an exclusive “DUBAI” embossing. The piece also has a spare strap in the unmistakable shade of blue associated with Dubai. A special case back has been created with an engraving of the Dubai logo.
The partnership between TAG Heuer & DUBAI has also resulted in the creation of three innovative digital watch faces that will be animated throughout the day.
The first option alludes to the fact that Dubai is a “City That Never Sleeps” and is for the fashionable user who aspires to attain an understated yet sleek night time look and feel. It will reflect a metallic finish and elements included are the shade of blue that is specific to the Dubai branding.
Titled “The Land of Desert and Sea”, the second face recreates a sense of tranquility that takes users on a sensory voyage of the senses. The colours presented suggest an ocean or desert-like vibe and change slightly through the day, representing a different state of time. The stylistic approach lies between classic and thematic.
“Your Time, Our Essence”, the third option focuses on icons that represent Dubai and its culture. A unique icon – such as the Burj Khalifa, Burj Al Arab, and a falcon and peacock – will be used for each hour while the background remains sleek to give the icons a statement pop. This approach gives users an element of surprise and personalization for each hour with 24 icons for 24 hours of the day.
Watch connoisseurs will be pleased to know that 200 timepieces, priced at AED 8,000, will be made available to the public from the third week of June, which will make it the perfect gift for Eid.
About TAG Heuer
The Swiss brand has been the avant-garde of Swiss watchmaking since 1860. TAG Heuer has been striving since then to push the boundaries further, inventing timepieces for those who love to defy convention. This technical expertise was harnessed at a very early stage for achieving extreme accuracy, particularly in the creation of exceptional chronographs.
Under the impetus of Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group, the new models exhibited a new dynamism: faster lead times and developments, and a completely transformed environment. TAG Heuer is currently the only watch brand to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage.
Our partnerships in motor racing with the F1 Red Bull Racing team, the Monaco Grand Prix, the FIA Formula E Championship, in football with Manchester United, the English football Premier League, the German Bundesliga, Major League Soccer in the USA, the Chinese Football League in China, the Japanese Premier League, the Asian Cup, the Australian national football team, in cycling with the BMC Racing team, the Tours of California, Dubai, Abu Dhabi, in surfing with the World Surf League and Big Wave Tour… and our ambassadors, living football legend Cristiano Ronaldo, trendsetting it-girl Cara Delevingne, icons of electronic music David Guetta and Martin Garrix, American star quarterback Tom Brady, Australian actor Chris Hemsworth,… all share the brand’s core values: teamwork, ambition and a taste for challenge which also drive TAG Heuer to go beyond the traditions of the watchmaking industry. Our slogan #DontCrackUnderPressure is much more than an affirmation: it is a state of mind. TAG Heuer is an LVMH Group company. For more information, visit tagheuer.com
About TAG Heuer Connected Watch Modular 45
“Launched on March 14th, in the heart of Switzerland in Brunnen, the TAG Heuer Connected Modular 45 is the first TAG Heuer Modular luxury watch bearing the Swiss Made Label. The Connected Modular 45 has been designed, developed, and assembled in the TAG Heuer Manufacture, in La Chaux-de-Fonds in Switzerland, in the same spirit and with the same high standards as a luxury product with Swiss Made quality. The watch features an original concept which is brand new in the field of connected watches: the connected module is interchangeable with an Haute Horlogerie mechanical module – 3 hands or Chronograph Tourbillon COSC certified – offering a vast choice of materials, colors and combinations: the concept of modularity also applies to the lugs, strap, buckle. This is a genuine Swiss luxury watch engineered in collaboration with Intel: water-resistant to 50 meters, it features GPS, an NFC sensor for payments, a stunning high definition AMOLED screen, a wide selection of unlimited customizable TAG Heuer dials. Google’s Android Wear 2.0 and the new TAG Heuer Companion app improve the software experience and keep you connected with the people and information that you care about most.”