TAG Heuer’s latest Ramadan campaign, Chapter III: Time is a Gift, redefines tradition with a high-energy twist! This year, the luxury Swiss watchmaker breathes life into its iconic mascots, transforming them into the Ramadan Racing Squad, an elite crew embarking on a spirited journey through the golden dunes to an Iftar gathering.
Set against the breathtaking backdrop of the desert at sunset, the animated adventure is a vibrant fusion of high-performance watchmaking and cultural heritage. Each character is reimagined with distinct Middle Eastern aesthetics, sporting Emirati and Saudi Ghotra & Agal for the men and elegant Khaleeji-inspired jewelry for the women, ensuring a deep cultural resonance.
As the mascots race through the desert, their journey symbolizes the collective anticipation of Iftar, celebrating the essence of unity, tradition, and the precious gift of time. Dressed in custom-colored jumpsuits matching their dedicated TAG Heuer Monaco or Carrera timepieces, they embody the brand’s DNA of precision and performance.
The exhilarating race reaches its climax as the mascots gather to break their fast with traditional delights, followed by a friendly game of backgammon, highlighting the core values of Ramadan: togetherness, generosity, and cherished moments.With Chapter III: Time is a Gift, TAG Heuer strengthens its bond with the Middle East, honoring tradition while embracing the thrill of the race.
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