The fascinating celebration of heritage and innovation was a sight to behold.
Showcasing the watchmaking of its Monaco, Carrera and Plasma collections, TAG Heuer brought 23 heritage pieces and 18 haute horlogerie timepieces to Dubai to demonstrate the Maison’s strength in innovation, craftsmanship and in paying tribute to its rich past. With guests invited to meet the brand’s Swiss headquarters’ watchmaking team, strategy and movements director Carole Kasapi, lead designer Julien Delcambre and haute horlogerie ambassador Laurent Kervyn were on hand to shed light on the painstaking craftsmanship behind each and every piece — as well as the history of the TAG Heuer brand, spanning more than 160 years.
Of particular interest was the insight into the Maison’s history in the Middle Eastern region: “Over the years, TAG Heuer has established a prominent presence in the Middle East and continues to honour its relationship with the Kingdom of Saudi Arabia,” said a Maison spokesperson. “Techniques d’Avant Garde, otherwise known as TAG, was established by founders Akram Ojjeh and his son Mansour who purchased Heuer in the 1980s, leading to the grand moment in history when TAG Heuer was unveiled to the world. The green in the TAG Heuer logo pays tribute to Saudi Arabia, symbolising the nation’s green flag and the brand’s lasting bond with the Kingdom.”
An altogether fascinating opportunity to get to know TAG Heuer and its hidden history better — innovative indeed.
