To mark the launch of the new Aquaracer Professional 300 collection, which was unveiled at Watches and Wonders Geneva 2021, and which is now available in retail stores, TAG Heuer reveals an unprecedented look behind the scenes of its advertising campaign.
We dive deeper than ever before into the brand’s universe in this groundbreaking examination of theprocess of pushing beyond the edge. Beyond fear, beyond reason, beyond the edge.
In an explosion of saturated colours bursting with energy, TAG Heuer is raising the bar when it comes to the aesthetics around fine watchmaking.
In the compelling video by young Swiss filmmaker Jonas Egi, three outstanding athletes explore their own limits.
The American waterman Kai Lenny, a long-standing TAG Heuer ambassador.
The freediving champion, videographer and Friend of the Brand Julie Gautier.
The diver Robin George.
On the crest of a giant wave, in the blue depths of the ocean, and flying through the air …
These extreme sport scenes, filmed in Nice, France, Nazaré, Portugal and Hawaii, almost defy nature. Higher, further and more in-depth than ever before.
When you push the boundaries of what’s possible, time stops. Or rather, it slows down.
In psychology, the flow state, or being “in the zone”, is defined as the ultimate accomplishment, a state of extreme focus. It’s a unique feeling of being present in the moment.
Moving beyond your comfort zone to achieve the very best version of yourself: this is a new perception of performance and a spiritual experience that isn’t exclusive to champions.
“We are very proud and excited to release this amazing campaign dedicated to the launch of the new TAG Heuer Aquaracer collection. The idea behind the campaign is to take the customer on the journey beyond the edge of extreme sports. We want to inspire our audience by highlighting those special moments when world class athletes go beyond their limits and enter new dimensions. In doing so we are also able to showcase the incredible qualities of the new Aquaracer range.” explains George Ciz, Chief Marketing Officer for TAG Heuer.
“The decision to go with visually heightened images, using highly saturated colours and an abstract aesthetic bordering on science fiction breaks with the normal clichés associated with surfing and ocean images. We are instantly transported to another dimension, deep into the imagination.
It’s about sport and luxury, high precision and artistic vision, yin and yang you might say – a marriage of the extremes that are unique to TAG Heuer.” Alexander Kalchev, Chief Creative Officer at DDB Paris.
In this film, which reintroduces its ultimate tool watch, TAG Heuer reaffirms its endless quest for challenge, paying tribute to the mental strength we all have inside us.
A timeless, universal commitment in a message more meaningful than ever.
“When I put on my wetsuit, my instinct for survival jostles with my competitive spirit. But this competition isn’t about beating others – it’s about pushing myself beyond the limit, attempting to reach my full potential.
Beyond the edge is that extreme point in time when there’s no way back, where you’re 100 per cent committed and you have no option but to believe in yourself – totally.
It’s beyond you, you feel powerful forces at work around you.
Afterwards, it feels a bit like you’ve been to the moon. You see things you never noticed before.” Kai Lenny, surfing, windsurfing and kitesurfing champion and TAG Heuer ambassador.
The Aquaracer Professional 300 campaign will be revealed on 24 June 2021.
