American group OneRepublic needs to introduction. Grammy-nominated and having been in the top 5 of many hit charts, the musicians are a worldwide sensation. The launch of their new album Oh My My created the perfect platform for a new kind of force between time and music, and sees avant-garde Swiss watchmaker TAG Heuer announce an exciting partnership with the band to live #DontCrackUnderPressure moments! Dreamt up by Jean-Claude Biver, CEO of TAG Heuer & President of the LVMH Watch Division, the partnership was taken further by OneRepublic, striking the chord with uncountable horology and music fans.
TAG Heuer will accompany OneRepublic over the next months, taking fans behind the scenes of the international music group and giving them an inside look at the pressure-filled world of the artists who do not crack under pressure. Band members Ryan Tedder, Zach Filkins, Drew Brown, Eddie Fisher and Brent Kutzle will be working hand-in-hand with the TAG team to share all their #DontCrackUnderPressure moment.
“Today more than ever, we want to be surprising, on-trend, innovative, connected to the future, high-tech, young and dynamic,” announced Jean-Claude Biver. “In the future, we want to be the luxury watch brand of the new generations.” We can safely say the brand is well on its way to achieving that, especially with the launch earlier this year of the most affordable chronograph and of the TAG Connected, two timepieces that were quite impressive from a quality/price perspective.
