TAG Heuer takes the plunge in shark infested tank
Friends of the daring brand, TAG Heuer, were invited to take the plunge under extreme conditions in a shark infested aquarium in a quest to discover the new watch collection
TAG Heuer’s renowned slogan, ‘Don’t Crack Under Pressure’ was put to the test on the 18th of May, 2015 when 30 members of the press and friends of the brand were invited to dive among formidable sea-creatures that were positively daunting. The adrenaline fuelled event took place at the prestigious location of Dubai's Atlantis aquarium – The Ambassador Lagoon, where deep blue water beckoned viewers on the other side of the thick protective glass to venture to the wild side and take a swim with the large sharks and slithering stingrays.
Intrepid explorers who made it to the bottom of the colossal aquarium were able to discover hidden treasure in the form of TAG Heuer’s 2015 collection of sports watches. The concept was simple, there were ten TAG Heuer watches for the fearless divers to view. However, the catch was that these brave explorers were 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.
The spectacular unveiling was not organised to merely launch the new collection, it was designed to immerse TAG Heuer fans in the ethos of the brand with an audacious exploratory plunge in – feet first! The experience was further proof that the young-at-heart brand has never been one that follows the crowd; its energy is contagious in every facet of the business. Its product, values and even the brand ambassadors are enthusiastic, strong-willed and unorthodox, driven towards goals with a strong passion that re-iterates the mantra of the brand.
TAG Heuer has long been affiliated with the bold and audacious. Their products cater for those who are brave in the face of adversity and who are persistent and hard-working. For more than 150 years, the brand has faced every challenge it has encountered and then pushed past it to achieve great success. By defying the time-honoured conventions of Swiss watch-making, TAG Heuer has used innovation and paid meticulous attention to detail to lead pave the way for unparalleled 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.
