TAG Heuer is the official watch brand for Coachella 2016

Luxe meets laidback


By Wei Yeen Loh

TAG Heuer is the official watch brand for Coachella 2016

Coachella is happening in three days, and here’s a piece of good news for you TAG Heuer lovers out there who will also be attending California’s biggest music and arts festival: TAG Heuer is partnering with Coachella Valley Music & Arts Festival as the official watch for the event.


“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,” says Jean-Claude Biver, CEO of TAG Heuer  and 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.”

If you happen to be around soaking up the sunrays and music vibes, drop by the TAG Heuer lounge that will feature amenities including a photo booth that generates social media content and a Connected Watch display for guests to interact with the brand’s latest innovation. Watch out for the unveiling of the mechanical version of the Connected Watch at this area, alongside the introduction of the Special Edition Carrera that has an automatic Calibre 5 movement which will be exclusive to Connected Watch owners. 


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