The birthplace of Electro Dance Music. In the magnificent TAG Heuer Villa Puig Redo, TAG Heuer launched the new AQUARACER Black Titanium watch, in the presence of Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of the LVMH Group, joined for this event by two star DJs, both ambassadors for the watch brand, David Guetta and Martin Garrix.

And what else links these two? #DontCrackUnderPressure is their motto. Ever since they started out in the ultra-competitive DJ scene, David Guetta and Martin Garrix have known what it is like to feel the pressure. They have always kept their focus. Like TAG Heuer, they keep moving forward, setting their own course, fuelled by the beat.

David and Martin often invite their millions of fans on social networks behind the scenes, giving them a glimpse of the intensity of their lives. They are not afraid of taking risks, and their presence on social media often shows how they are pushed to the very edge of their own limits. Without ever cracking under pressure.

Jean-Claude Biver issued this statement: “Both the logo and our philosophy recognise TAG Heuer as the “Swiss Avant-Garde watchmaker since 1860″. This means that a link to the future and to younger generations is a necessary part of our DNA. I am very proud to have David Guetta and Martin Garrix as our ambassadors. They perfectly encapsulate the #DontCrackUnderPressure mindset and enable us to connect our brand to the youth of today, simply because they speak the same language.”

Kicking off the 2016/2017 La Liga season with Official Timekeeper TAG Heuer

The press conference was followed by a fantastic surprise! 8 top footballers, living legends of La Liga, were waiting, jerseys in hand, for Jean-Claude Biver, David Guetta and Martin Garrix to take on a TAG Heuer Football Challenge against a giant target in the shape of the Carrera Heuer 01 chronograph, as a way of kicking off the forthcoming season.

Albert Luque, Michel Salgado, Joan Capdevila, Aitor Ocio, Fernando Morientes, Gaizka Mendieta, Marcos Senna and Fernando Sanz led them onto the pitch, with David Guetta and Martin Garrix in goal and Jean-Claude Biver as referee, for an impromptu match. A first, and a nice link for the composer of the EURO 2016 anthem, David Guetta.

TAG Heuer, a creative force defying convention through the “aesthetics, quality, accuracy and exclusivity of its products”, has three pillars: Avant-garde (which has been driving us since we were founded more than 150 years ago), accessible luxury (proudly being both a benchmark and the industry leader in this throughout the world) and perceived quality (which must always be twice the value of the timepiece).

Youthful in spirit, and connected to the future, TAG Heuer does not wish to repeat the traditional art of watchmaking, but to keep it alive, active and ever-changing by incorporating elements which enrich it now and in the future.

(TAG Heuer Press Release)