Photograph by Ellen von Unwerth in Rio de Janeiro, Brazil
It's no secret electronic music has influenced the fashion industry for quite some time now. TAG Heuer, a Swiss avant-garde brand focusing on watches and accessories has teamed up with none other than David Guetta.
“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.
The motto behind the collaboration, "#dontcrackunderpressure", was conceived around TAG Heuer’s DNA and signature #DontCrackUnderPressure: a brand unafraid of challenges, who wishes to broadcast previously unaccomplished performances, which cannot help itself but move forward, define its own rules and never crack under pressure.
The watch was unveiled just days ago at Baselworld 2015 and adjusts perfectly to all time zones thanks to its GMT function and “day/night” symbol, one of many special features.