This festive season, TAG Heuer’s heroic drivers return to make dreams come true at Harrods. Throughout November and December, visitors to the iconic department store will encounter a whimsical installation in the Harrods Fine Watches & Jewellery atrium.For the next two months, passersby can see the TAG Heuer holiday campaign brought to life right next to the TAG Heuer Boutique and in a neighbouring pop-up space in Harrods. In front of a backdrop depicting the TAG Heuer manufacture nestled in the snowy Swiss mountains, visitors can catch a thrilling moment from the holiday campaign when a racing car is seemingly out of control, with festive gifts at stake. The futuristic car – embodying TAG Heuer’s partnership with Porsche and longstanding automotive history – can be seen towing a larger-than-life gift box with all important treats for the holiday within. The contents of the box, including some integral parts of TAG Heuer timepieces, are flying upward towards the ceiling, and captured in a moment of time as they are suspended in air as a driver clings onto the car for dear life.
The festive campaign tells the extraordinary story of a driver – now a signature of the brand – racing against time with a special mission: to carry the sparkling TAG Heuer Plasma diamond that will ignite the festive season and start the celebrations. His challenge is crucial, and he must perform his best lap to succeed. Throughout his fast track, he encounters all the steps required in the making of TAG Heuer’s iconic timepieces, showcasing the exceptional watchmaking skills in the manufacture. On the road to completing his mission, he goes through all the departments; from dials to movements to final packaging, witnessing TAG Heuer’s commitment to excellence.
Reminding us that time is a gift, on its opening weekend visitors to the pop up and playful installation will be invited to enjoy bespoke TAG Heuer festive biscuits to celebrate the season. Made in collaboration with Biscuiteers, the original hand-iced biscuit company since 2007, the bespoke boxes will contain creations reflecting the campaign including the signature driver.
TAG Heuer has worked with Harrods, the iconic shopping destination, for over 20 years, sharing a commitment to offering watchmaking excellence in an environment known for unparalleled luxury. “We’re excited to work once again with our longstanding partner Harrods and to bring TAG Heuer’s much loved driver to life for the festive season, in an installation that celebrates our passion for fine watchmaking and innovation with our signature maverick spirit,” said Rob Diver, managing director of TAG Heuer UK and Ireland.
Experience the joy of giving and the art of fine watchmaking at TAG Heuer, Fine Watches room, Lower Ground Floor, Harrods, 87-135 Brompton Road, London SW1X 7XL
