TAG Heuer becomes the Official Watch of the Coachella Valley Music & Arts Festival
TAG Heuer is extremely proud to announce the brand’s partnership with the Coachella Valley Music & Arts Festival as the official watch for the event. The sponsorship unites the Avant Garde Swiss luxury watch brand with the famed annual music festival.
Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Group’s Watches Division, said, “TAG Heuer is known in the US as a luxury sport brand, a perception which honors our heritage and mastery of the chronograph movement, however, we also want to distinguish ourselves in other spheres of life to reach different audiences. We’ve connected with new fans of TAG Heuer through our support of musical events and talent, and our ability to communicate with a younger generation will be furthered by this new partnership. We are proud to be associated with Coachella, one of the most popular music festivals in the world”.
TAG Heuer will host a branded tent in the VIP area. The TAG Heuer lounge will feature various amenities, including a photo booth that generates social media content and a Connected Watch display for guests to interact with TAG Heuer’s latest innovation. TAG Heuer will also unveil the mechanical version of the Connected Watch by introducing the Special Edition Carrera, which features an automatic Calibre 5 movement and will be exclusive to Connected Watch owners.
About TAG Heuer
TAG Heuer is the Swiss Avant-Garde watchmaker since 1860. Avant-garde is our culture and our philosophy. TAG Heuer’s unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create watches with real racing spirit and a performance touch. The brand has marked the history of watchmaking, especially in the field of chronographs with an unparalleled mechanical accuracy. With Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division at the helm, the new models reveal a new dynamic in terms of both the fast lead times 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. Its partnerships (F1 Red Bull Racing Team, German Football Bundesliga, World Surf League & Big Wave Tour, FIA Formula E, Monaco Grand Prix…) and the brand ambassadors, living football legend Cristiano Ronaldo, it-girl Cara Delevingne, American Quarterback Tom Brady, Chris Hemsworth, DJs David Guetta & Martin Garrix, Chinese singer GEM and actor Li Yifeng… all reflect common core values of mental strength, disruptive attitude and ambition. The brand’s motto #DontCrackUnderPressure is far more than a command – it is a mindset. TAG Heuer is part of the LVMH Group.