BEYOND THE EDGE
TAG HEUER GOES BEYOND THE EDGE IN A SPECIAL CAMPAIGN FOR THE NEW AQUARACER PROFESSIONAL 300 COLLECTION
Avant-garde Swiss watch brand TAG Heuer unveiled the new generation model of its iconic Aquaracer collection during this year’s Watches and Wonders Geneva event. Titled the Aquaracer Professional 300, the watch comes with a striking and instantly recognizable aesthetic, including the updated Aquaracer collection’s six signature features. Perhaps unsurprisingly, TAG Heuer has also gone beyond the edge with a new campaign video highlighting this new horological wonder.
Shot by young Swiss filmmaker Jonas Egi, the campaign features American waterman and long-standing TAG Heuer ambassador Kai Lenny, freediving champion and videographer Julie Gautier along with diver Robin George. In this film, the brand showcases a journey into transcendent ocean depths, following the aforementioned free divers, surfers and cliff divers on the crest of a giant wave, in the blue depths of the ocean and flying through the air as they conquer their own fears to find themselves.
In an explosion of saturated colors and vibrant energy, the campaign sublimates the art and power of extreme water sports with all of these three outstanding athletes explore their very own limits.
George Ciz, TAG Heuer’s Chief Marketing Officer shares that the idea behind the campaign is to take the customer on a journey beyond the edge of extreme sports. “We want to inspire our audience by highlighting those special moments when world class athletes go beyond their limits and enter new dimensions. In doing so we are also
“The campaign sublimates the art and power of extreme water sports with all of these three outstanding athletes explore their very own limits”
able to showcase the incredible qualities of the new Aquaracer range,” he explains.
If anything, the campaign undoubtedly highlights a timeless and universal commitment in a message that is more meaningful than ever. These extreme sport scenes—filmed in Nice, France, as well as Nazaré, Portugal and Hawaii— showcase a new perception of performance and a spiritual experience that isn’t exclusive to champions. It’s about moving beyond our comfort zone to achieve the very best version of ourselves.
“It’s about pushing myself beyond the limit, attempting to reach my full potential,” Kai Lenny adds his take on the message of the campaign. “Beyond the edge is that extreme point in time when there’s no way back, where you’re 100-percent committed and you have no option but to believe in yourself—totally.”
On a more essential note, the introduction of the Aquaracer Professional 300 collection marks a new chapter in TAG Heuer’s luxury tool watch story. Highly-appreciated by active, styleconscious watch lovers who push their limits, it emerges with a bright new look, new materials and a new lease of life as it sets a new highwater mark for ergonomic, extreme-performance mechanical watches.
On top of that, designed for work and play, and to soak up nature’s harshest challenges, the Aquaracer Professional 300 is a pure symbol of the brand’s fearless, avant-garde spirit. And with the collection’s bold campaign and a thorough groundbreaking examination of what it takes to truly push beyond the edge, TAG Heuer reaffirms its endless quest for challenge, paying tribute to the mental strength we all have inside us.