SDD24/45_05: This holiday season, TAG Heuer, the renowned Swiss luxury watchmaker, is captivating visitors at Harrods’ Fine Watches & Jewellery atrium in London with a stunning festive installation and exclusive pop-up. Running through November and December, the display reimagines TAG Heuer’s beloved driver characters in a holiday adventure that seamlessly blends the brand’s heritage of precision and its daring spirit. Set against a backdrop of snowy Swiss mountains, a futuristic racing car, symbolic of TAG Heuer’s partnership with Porsche, is seen towing an oversized gift box with intricate timepiece components suspended in mid-air, embodying the thrill of speed and craftsmanship.
The installation’s story centres on a race against time as the heroic driver embarks on a special mission to deliver the TAG Heuer Plasma diamond, a piece that symbolises the brilliance of the holiday season. As he races through the various stages of watchmaking, from dials and movements to final packaging, the display showcases the brand’s exceptional craftsmanship and commitment to excellence. This immersive journey not only highlights TAG Heuer’s technical prowess but also adds a touch of festive wonder that engages visitors.
To enhance the holiday experience, guests during the opening weekend will be treated to bespoke, hand-iced biscuits crafted by Biscuiteers, reflecting elements of the campaign and TAG Heuer’s signature driver. Rob Diver, Managing Director of TAG Heuer UK and Ireland, expressed excitement about the collaboration with Harrods, a partner for over 20 years, emphasising their shared dedication to luxury and innovation.
Pictures courtesy of Tag Heuer.
