This collaboration is in line with the brand’s new global marketing strategy inspired by electronic music developed since the start of 2015.
The hashtag #DontCrackUnderPressure is central to its worldwide campaign and David Guetta joins its list of brand ambassadors to represent the world of music and EDM. Since he lives by this code in his line of work, the collaboration seemed self-evident. The first step of this collaboration involved designing a visual campaign in print and online using footage gathered during the DJ’s concert in Rio. On this occasion, Tag Heuer was also present in Ibiza, at the heart of nights headlined by David Guetta.
To seal the deal, David Guetta designed a limited edition watch introduced at the International Salon of Watchmaking BASELWORLD2015.
In 2016, the DJ/Producer attended Tag Heuer’s launch of the Aquabracker Black Titanium watch alongside fellow brand ambassador Martin Garrix.