The exclusive launch of the TAG Heuer 2018 Collection will see guests take to skies in a hot air balloon, connect to nature, and enjoy life’s luxuries with TAG Heuer.

TAG Heuer unveiled its new 2018 collection to a highly exclusive guest list during the ultimate #DontCrackUnderPressure day on February 5th. The launch saw members of the TAG Heuer team, Ahmed Seddiqi & Sons, and select media take to the skies and watch the sunrise, indulge in a traditional Bedouin breakfast, enjoy relaxing yoga and spa pampering treatments, and lunch at the luxurious Presidential Suite in the Al Maha Resort and Spa.

The Swiss Avant-Garde brand showcased pieces from its 2018 collection throughout the day to a select group of attendees. The collection includes new watches with a focus for ladies watches with the new Connected Modular 41, designed for small wrists, the link with diamond bezel and strap, as well as the new TAG Heuer Formula 1 Lady with interchangeable strap. Also part of the 2018 collection are the Connected Modular 45 full diamonds – the most expensive connected watch of the world –  the sporty and elegant Aquaracer, the comfortable and elegant Link Chronographs, and the Formula 1 Men, designed for life in the fast lane. An addition to this new collection was the contemporary edition of a timeless classic: the Autavia UAE Edition developed in partnership with Ahmed Seddiqi & Sons, exclusively for the United Arab Emirates.

TAG Heuer Takes to the Skies

At exactly 6:45am, select guests floated into the desert skies in a hot air balloon. Ascending to approximately 5,000 feet above the desert dunes, they were treated to the most spectacular sunrise view the UAE has to offer. Once firmly back on the ground, attendees indulged in a traditional Bedouin breakfast in the desert, where the Autavia UAE Edition was the main focus.

The Autavia UAE Edition pays tribute to the UAE through its tropical dial, reminiscent of the desert sands. The Autavia, so named due to its close ties with Automotive racing, is coveted on the collector’s circuit. The UAE Edition is limited to 150 pieces in total. Each watch has its production number engraved from ‘001’ to ‘150’ and this edition is available only in the UAE. The very limited number in production ensures that it will become just as much a collector’s edition as the 1962 original

Connecting Body & Mind with the Connected Modular 41 and 45

Guests then arrived at the Al Maha Resort and Spa at 9:30am, where they could reconnect with what matters most, and relax both body and mind with a yoga session by the pool, before indulging in the hotel’s signature Middle Eastern influenced pamper treatments in the desert.

The new Connected Modular 41 was unveiled alongside the Connected Modular 45. Attendees could experience the combination of Swiss luxury watchmaking and Silicon Valley Technology that was employed to create the incredible Connected Modular 45 and the smaller Connected Modular 41. Engineered in collaboration with Google and Intel, the technologically savvy Connected Modular series is the ultimate in luxurious individuality, is fully customisable, and can be worn as an elegant analogue timepiece or as a smartwatch. Powered by Intel and using the very latest Android wear, the Connected Modular 45 and Connected Modular 41 combine the expertise and heritage of TAG Heuer with innovative technological advances.

Unveiling the Entire Collection

Finally, guests attended a grand lunch in the Presidential Suite of the hotel, where the full extent of the Geneva collection was revealed.

Those in attendance got an exclusive look at the new Aquaracer Men models. Whether in the pool or at the gym, these timepieces are unflinchingly sporty and elegant. The Aquaracer is incredibly striking, while perfectly fitting an active lifestyle. The TAG Heuer Link chronographs is where comfort and elegance collide. This fancy and functional collection is the epitome of avant-garde design and eternal elegance, while the TAG Heuer Formula 1 collections were designed for a high speed life on or off the racetrack. The new Formula 1 ladies is reinterpreting this famous collection with a series of completely redesigned watches which can be personalised with an interchangeable strap. A new shape, new materials, new dials, new straps… a real breath of fresh air for this iconic women’s collection from TAG Heuer. Each detail of the watch now bears the hallmarks of the TAG Heuer Formula 1 series, and has been reworked to give the piece elegance and feminine curves.

The ultimate #DontCrackUnderPressure day on February 5, challenged guests to take to the skies, connect to nature, and indulge in life’s luxuries with TAG Heuer’s new 2018 Collection.

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