Swiss Avant Garde watch brand 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.