TAG Heuer isn't merely unveiling its 2015 collection, it is immersing TAG Heuer fans in the ethos of the brand with an audacious exploratory plunge in Dubai's Atlantis aquarium.
TAG Heuer has never been a brand that merely follows the crowd and its 2015 Middle Eastern showcase is evidence of this unorthodox, energetic mentality and a truly one of a kind occasion. For the first time ever, TAG Heuer are inviting 30 brave, intrepid explorers to dive into the bottom of Atlantis’s Ambassador Lagoon. The concept is simple, there are ten TAG Heuer watches from the 2015 collection for these fearless divers to view, the catch, these brave explorers will be searching for these exquisite timepieces in the largest open air aquarium in the Middle East and Africa, which is home to 65,000 marine animals of all shapes and sizes and over 60 sharks.
TAG Heuer has long been affiliated with the bold, those who are brave in the face of adversity, persistent, hard-working and energetic and for the first time ever, TAG Heuer are not looking to celebrities, athletes and models for these traits, but to regular individuals. The lucky chosen few who will enter the Atlantis aquarium will be challenged with finding all ten timepieces hidden in this majestic ambassador lagoon whilst swimming amongst numerous sharks and ensuring that they don't crack under pressure.
For more than 150 years, TAG Heuer has faced down every challenge and then pushed past it. By defying the time-honored conventions of Swiss watch-making, it has used innovation and meticulous attention to detail to lead the brand to higher levels of precision and performance. TAG Heuer makes its own rules, chooses its own path, never quits, never compromises and most importantly, never cracks under pressure. Now TAG Heuer will be challenging individuals to do the same in order to get the opportunity to view the TAG Heuer 2015 collection, hoping that they don’t crack under pressure.