A unique event on “Top of Europe”. A first: thanks to Swiss watch brand TAG Heuer, a Chinese music star – the composer, dancer, musician and actress G.E.M. – performed today on the famous Jungfraujoch glacier for an audience of more than 200 Chinese fans who had travelled from China and all over Europe.
G.E.M. is a household name in China. A generational phenomenon throughout the country and across Asia. Young, beautiful and talented with a powerful voice and a sought-after look, she is the epitome of success and, at just 24, is admired by an entire generation of youngsters who know her songs by heart.
At the invitation of TAG Heuer, G.E.M. - which stands for Get Everybody Moving - decided to come and perform in Switzerland. And - as expected of her - the performance took place on a dazzling stage which she had designed down to the very last detail alongside the Swiss watch brand, for whom she has been an ambassador since early 2015. Arriving by helicopter after a flight over the Swiss Alps, she was met by Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer.
On a stage built on the snow in the form of the TAG Heuer logo, she presented the new G.E.M. TAG Heuer Formula 1 Steel & Ceramic Special Edition Watch with a touch of pink, and sang her biggest hits, including Someday I'll Fly, Intoxicated and Heartbeat: a real physical feat at this altitude.
Of course, no one could resist a few of the great Swiss clichés to top off this unique event: Bernese mountain dogs, as well as Alpine horn players and an opportunity to taste Mr. Biver's very own cheese. Her motto really is #DontCrackUnderPressure!
Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer, stated: "Thanks to her amazing character and infectious energy, G.E.M. has really accelerated TAG Heuer's ability to connect with youngsters in China and Asia in general. We succeeded in staging an event that might have seemed outlandish, thanks to her perseverance and professionalism and that of the teams, in particular from Jungfraujoch, who I would like to thank for their welcome. Our Chinese friends will remember this event for a long time - an event organised in their honour and which illustrates the friendship between our two countries".
Urs Kessler, CEO of the Jungfrau Railways, added: ”Jungfrau Railways has been actively targeting the Chinese market since 1996, and pioneered the development of this travel market in the 1990s. In 2002, the company linked the Jungfrau with its Chinese ‘partner mountain’, Mount Huangshan (Yellow Mountains). Two years later, the first official Chinese tour group visited Switzerland and the Jungfraujoch – Top of Europe. Today, Jungfrau Railways has two own representatives in China. The joint event with TAG Heuer and G.E.M. allows Jungfrau Railways to continue to strengthen its position on the Chinese market and convey typically Swiss values to an Asian audience of millions.”