TAG Heuer Sets Foot into the Electro Dance Music World with David Guetta

TAG Heuer, the legendary Swiss Avant-Garde watchmaker and considered as one of the world’s most desired luxury watchmaking brands, and My Love Affair, the international agency for creative partnerships between brands and artists, reveal a worldwide partnership between the brand and DJ/producer David Guetta.  
 
TAG HEUER has been a Swiss avant-garde manufacture since 1860. In an effort to reconnect with today’s youth and a desire to further strengthen this reconnection, My Love Affair guided the advertiser in its partnership with David Guetta, helping it set foot into the worldwide music phenomenon that brings together today’s new generation: EDM (Electronic Dance Music).
 
“A brand aiming at expending its audience, especially towards younger consumers, has every interest in steering towards the EDM world. My Love Affair, who has already conceived many endorsement campaign in this realm, imagined and implemented a taylor-made strategy and creative partnership for TAG HEUER,” says Raphael Aflalo, the agency’s CEO.
 
“I am very glad to welcome David in the TAG Heuer family. We need someone like David, in touch with his time and connected to his fans, to help us recapture today’s youth,” added Jean-Claude Biver, TAG Heuer’s CEO and president of LVMH’s watch division.
 
With David Guetta as ambassador, TAG Heuer’s new brand motto #dontcrackunderpressure takes on its full meaning.
 
The first stage of this partnership will feature a global advertising campaign through print and web, which visual was shot during David Guetta’s last performance in Rio de Janeiro, Brazil in front of thousands of people (photograph by Ellen von Unwerth). TAG Heuer will also be featured as part of the star DJ’s Ibiza residency this summer.
 
TAG Heuer will soon launch a David Guetta special edition watch. This new timepiece, unveiled at Baselworld 2015 World Watch and Jewellery Show in Switzerland, adjusts perfectly to all time zones thanks to its GMT function and “day/night” symbol.
 
This talent and brand tie-in was conceived around TAG Heuer’s DNA and signature #DontCrackUnderPressure.