TAG Heuer joined the phenomenon Coachella

Aquaracer 300M

CASE : Black titanium carbide-coated steel, Antireflective scratch resistant sapphire crystal, Unidirectional turning bezel with black faceted ceramic inlay, water resistant to 300 meters


MOVEMENT : automatic Calibre 5 with date

FUNCTIONS : hours, minutes, seconds, date

DIAL : matt black dial with horizontal streak effect, sand handapplied polished and faceted indexes/hour and minute hands with gray luminescent markers, polished and faceted hour and minute hands, orange lacquered central seconds hand, date  window at 3 o’clock with a magnifying lens

STRAP : Sand strap with white stitching secured by a black titanium carbide-coated titanium folding clasp with safety push-buttons

Since its first edition in 1999, the Coachella Valley Music & Arts Festival has been enjoying ever greater popularity and is now a can’t-miss venue on the worldwide musical scene that attracts hundreds of thousands of spectators who dance to the sound of international artists performing in the desert around Palm Springs, California. This year, TAG Heuer joined the Coachella  phenomenon as Official Watch for the event.

gmt_xxl_ch_2016_ipad-300This partnership highlights the disruptive strategy pursued by the watch brand, which aims to broaden its audiences, notably by addressing a younger audience, as confirmed by Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watches Division : “We’ve connected with new fans of TAG Heuer through our support of musical events and talents, and our ability to communicate with a younger generation will be furthered by this partnership”. Amid an extremely laid-back atmosphere, festival-goers enjoyed a chance to view the latest TAG Heuer models. Coinciding with the event, the brand also unveiled the latest Aquaracer 300M version. Sporty and efficient, as well as elegant and relaxed, this model is the ideal companion for a trip to the California desert.

See also : TAG Heuer – Football has a new official timekeeper

A member of the permanent editorial team of WorldTempus .com and GMT, she takes a special interest in new models and in brand events

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