TAG Heuer has established a partnership with the Coachella Valley Music & Arts Festival that will see it serve as the official watch for the event.
The Swiss watch maker says that tying up with the famed annual music festival will bolster its brand outside of its core sports audience in the UK.
“TAG Heuer is known in the US as a luxury sport brand, a perception which honours our heritage and mastery of the chronograph movement, however we also want to distinguish ourselves in other spheres of life to reach different audiences,” explained Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Group’s Watches Division.
“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.