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TAG Heuer has announced it is the official watch sponsor of the Coachella Festival.
The luxury Swiss brand has teamed up with the annual LA music festival in an attempt to reach out to a younger generation of luxury fashion watch fans, CEO Jean-Claude Biver explained.
“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,” Biver said.
The label will host a branded tent in the VIP area of the event, featuring a photo booth generating social media content. It will also use the occasion to unveil its “Special Edition Carrera” watch, which includes an automatic Calibre 5 movement and is expected to be a hit as fashion accessory.
The Festival runs the weekends of April 15-17 and 22-24.