The Swiss Avant-Garde Watchmaker TAG Heuer gathered a team of local fashion experts and hosted a two-nights cocktail event tailored made for a feminine audience in Bogota. The newest additions to TAG Heuer’s feminine timepieces from the Carrera, Aquaracer and Link Lady collections were on display. The brand teamed up with Franklin Ramos, fashion advisor, celebrity stylist and make-up artist who shared tips on how to match them with outfits and accessories.

Two Colombian fashion designers with distinct styles and audiences showcased a selection of garments from their latest collections. Hernan Zajar explained how to incorporate TAG Heuer Aquaracer and Link Ladies pieces into couture gowns and palanqueras - inspired dresses. On the other hand, the up-and-coming fashion designer Daniella Batlle, displayed colorful dresses and jackets and showed how to soften or enhanced a silhouette with TAG Heuer watches from the Carrera ladies and men’s collections.

After the runway presentations, the Colombian model and master of ceremony Ana Sofia Henao invited the guests to participate to a fun challenge, testing their abilities to strike their best pose with their favorite TAG Heuer watch. A group of fashionistas and watch lovers played in front of the lens of fashion photographer Juan Moore. Styled and guided by Franklin Ramos, the challenge consisted of embodying the spirit of the watch and the brand’s values. A jury composed of Ana Sofia Henao and Franklin Ramos will choose the picture with the best #dontcrackunderpressure attitude.

The night went on to the sound of disco beats, taste of champagne bubbles and video screenings of TAG Heuer Ambassador Bella Hadid.

To communicate with its feminine audience, the Swiss watch brand has selected some powerful Women Ambassadors and Friends of the Brand such at Bella Hadid, Angela Baby, Maya Gabeira, Gisela Pulido, or Lucia Martiño, who all speaks the language of the Millennials, the generation with whom TAG Heuer is currently reconnecting.