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AFP-Relaxnews
Published
Apr 6, 2016
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TAG Heuer revealed as the official Coachella watch

By
AFP-Relaxnews
Published
Apr 6, 2016

TAG Heuer has announced it is the official watch sponsor of the Coachella Festival.


TAG Heuer & The Coachella Festival©TAG Heuer


The luxury Swiss brand has teamed up with the annual LA music festival in an attempt to reach out to a younger generation of fans, CEO Jean-Claude Biver explained.

"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," Biver said.

The label will host a branded tent in the VIP area of the event, featuring a photo booth generating social media content. It will also use the occasion to unveil its "Special Edition Carrera" watch, which includes an automatic Calibre 5 movement.

The Coachella Valley Music & Arts Festival runs the weekends of April 15-17 and 22-24.
 

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