At ELEMENT Beijing, luxury Swiss avant-garde watchmaker TAG Heuer is very proud to announce its partnership with Budweiser Storm Music Festival, the most influential international electronic music platform in China which perfectly embodies the #DontCrackUnderPressure philosophy of TAG Heuer, and the young generations who will curate the direction of the luxury market in the future.”

TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Avant-garde is in our culture and philosophy. The TAG Heuer logo and statement reads: «Swiss Avant Garde since 1860». It means our DNA clearly states we have to be connected to the future and to the young generations. The passionate collision of Swiss avant-garde watchmaking and electronic music brought on a perfect storm of music!

As the largest outdoor electronic music festival in Greater China, Budweiser Storm calls upon 30 top DJ and 60,000 fans to gather in Shanghai and Shenzhen in October and November. Big names like Tiesto, Skrillex, Afrojack, Fedde Le Grand will lead this revel in the name of music. TAG Heuer will make its grand appearance at the Storm’s stage as the official sponsor, injecting powerful avant-garde spirit and fashion energy into this electronic music phenomenon.

Electronic music is no doubt one of the most influential phenomenon pop cultures in today’s world. It is the statement of being young, independent, full of personality and never afraid of showing so. It reflects common core values of mental strength, disruptive attitude and ambition. Our slogan #DontCrackUnderPressure is far more than a claim - it is a mindset. Superstar DJs shine in the brand’s list of global ambassadors: David Guetta, the top 1 House DJ in the DJ magazine ranking; Martin Garrix, the young icon of electronic music and newly found superstar; and Mim & Liv NERVO, the world-known DJ sisters from Australia. They show what they’ve got on this international stage, conquering the hearts of the young and restless, with their one-of-a-kind talent and passion. They are the true ambassadors of #Don’tCrackUnderPressure!

Leo Poon, General Manager for Greater China of TAG Heuer, shared, “TAG Heuer is a brand that never stops challenging itself and making breakthroughs. We are proud of our avant-garde spirit of #Don’tCrackUnderPressure#. We look forward to the new partnership with Budweiser Storm to embrace with this young passion and engage with the younger-generation consumers.”

Eric Zho, the CEO of A2LiVE, the host of Budweiser Storm, said, “we have always been dedicated to creating high-quality electronic music festival and bringing up top international events of electronic music for the fans in China. We are so glad that we can work with TAG Heuer. Together, we will inspire greater creativity, generating unprecedented music experience for our audiences.”

About the TAG Heuer Formula 1 David Guetta Special Edition

TAG Heuer has never stopped facing challenges and pushing boundaries of technology innovations. The brand’s rich history laid a substantial foundation of watchmaking while avant-garde concepts expanded a limitless space of imagination for the future. As a powerful statement in the beginning of Budweiser Storm, the brand-new TAG Heuer Formula 1 David Guetta Special Edition will make its official debut. It will be available in TAG Heuer stores in November.

David Guetta, universally accredited with being one of the First DJs to open up the world of electronic music to global charts audiences, transforming the sound of radio and with it, the musical tastes of millions of listeners across the world in the process. He’s one of the most followed people on the planet with an incredible social reach. David Guetta has established himself as not just a dance icon but the music icon for this generation. He sold over 9 million albums and 35 million Tracks Wordwide, and has chosen to represent the Swiss watch brand.

The new TAG Heuer Formula 1 special edition is dedicated to him. The watch is designed with travel in mind thanks to its GMT function and "day/night" symbol; the watch is in the perfect colours for clubbing – black and blue – and features an impressive cuff watch strap. The black and blue aluminium bezel is one of the most striking elements in the design. The watch features a 24-hour display, with daytime hours from 6 am to 6 pm shown in blue and night-time hours from 6 pm to 6 am shown in black; it also features a second time zone, a very useful function for staying connected with friends and family when you travel a lot! The dial, which is black with blue hands and appliques, also extends the "day/night" metaphor and the cuff strap is wide like a wristband and made from aged black calfskin, echoing clubbers' codes. Its high-quality finishes, with its tone-on-tone stitching and black ardillon buckle with Tag Heuer engraving, make it a must-have watch for 2015. The black titanium carbide-treated case encloses the 7 Twin-Time automatic calibre with date window. Finally, a blue hand indicates the second time zone.