Tag Heuer Reaching Millennials With Coachella Sponsorship
The Swiss luxury watch brand, Tag Heuer, has become the official watch partner of the Coachella Music Festival - taking place this weekend and the following in California.
As noted in the Tag Heuer Press Release:
“TAG Heuer is known in the US as a luxury sport brand, a perception which honors our heritage and mastery of the chronograph movement, however, we also want to distinguish ourselves in other spheres of life to reach different audiences. We’ve connected with new fans of TAG Heuer through our support of musical events and talent, and our ability to communicate with a younger generation will be furthered by this new partnership. We are proud to be associated with Coachella, one of the most popular music festivals in the world.” - Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Group's Watches Division
Coachella has continued to be the highest grossing music festival - consistently breaking its own records in ticket sales. This year during the event, Tag will have a branded tent in the VIP section, featuring a photo booth for attendees to create social media content. The brand will also have a Connected Watch display so guests can engage with their newest product and will unveil the Special Edition Carrera, a mechanical version of its smartwatch.
Tag isn’t the only brand looking to engage with this generation of consumers, department store chain Nordstrom is giving attendees a place to relax and recharge via their “pod” pop up shops. Offering phone charging stations, a photo booth, and a bevy of beauty supplies - consumers will certainly have a reason to visit and return.
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