The brand will reveal one of its jewels — Carrera at the event — which is a mechanical version of the smartwatch. It has the credit of being the only timepiece to possess the Calibre 5 automatic movement.
Revealing about the brand’s decision to participate in Coachella festival, Jean-Claude Biver, CEO of Tag Heuer and president of the LVMH Group’s watches division, in a statement, said, “Tag Heuer is known in the US as a luxury sport brand, a perception that honours our heritage and mastery of the chronograph movement, however, we also want to distinguish ourselves in other spheres of life to reach different audiences.
“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. We are proud to be associated with Coachella, one of the most popular music festivals in the world,” he elaborated.
The watch brand is also sponsoring the festival that will run from April 15 to 17 and April 22 to 24. Off late, music festivals have become the hottest destinations for luxury brands for discovering their perspective consumers among the millennials.
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