TAG Heuer launched a limited edition watch in collaboration with Dubai’s Department of Tourism and Marketing at the Arabian Travel Market (ATM). The company made only 200 units of the Dubai Connected Watch Modular 45 Special Edition digital watch, which will be available for sale from mid-June at AED 8,000.
This is the first time that a luxury Swiss watchmaker has ventured into making digital watches. The Dubai Special Edition timepiece has calfskin strap with rubber lining and a “Dubai” embossing. The caseback will be engraved with the Dubai logo. TAG Huer will also create three digital dynamic watch faces that will be animated throughout the day. The first face is based on the theme that Dubai is a city that is always awake and has a metallic finish that goes with the nigh-bird theme. The second watch face called Land of Desert and Sea has varying colors based on different hues of the sea and sand. The third face, called Your Time, Our Essence, features several motifs closely associated with Dubai like the Burj Khalifa, Burj Al Arab, a falcon and a peacock which are used to represent each hour on the dial.
Dubai Tourism’s collaboration with TAG Heuer is meant to boost brand Dubai and strengthen its reputation as a retail and tourist hub.
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