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The event was hosted by Frédéric Arnault (Chief Strategy & Digital Officer, TAG Heuer) and Stéphane Bianchi (CEO of the LVMH Watchmaking Division and CEO of TAG Heuer), and attended by ambassadors Ali Krieger, Ashlyn Harris, Oliver Chesire, Paulina Vega and VIP’s Yahya Abdul-Mateen II, Broderick Hunter and Young Paris amongst others.
On Thursday, March 12th, Frédéric Arnault, Chief Strategy & Digital Officer at TAG Heuer hosted a spectacular launch event for the brand’s third-generation Connected Watch collection. The iconic Caldwell Factory in West Chelsea was transformed into a multi-room experiential hub featuring four immersive activations that allowed guests to test out the multiple uses and features of the Connected Watch. The brand’s heritage watches and materials were displayed at the Carousel while other immersive areas showcased the new TAG Heuer Sports app focused on performance, the variety of daily connected services offered by Wear OS by Google, as well as the versatility of the new pieces with a hands-on personalization station.
“I’m proud to celebrate the launch of our new TAG Heuer Connected, a stunning watch that uniquely combines elegant craftsmanship with a state-of-the-art digital experience geared towards sports and performance. As an avant-garde brand, innovation is at the heart of everything we do and this piece is a true statement to the watchmaking industry” said Frédéric Arnault, Chief Strategy & Digital Officer of TAG Heuer.
NEW YORK, NEW YORK – MARCH 12: A view of the setup inside The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the setup inside The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the setup inside The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the setup inside The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Guests attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A guest tries on a watch during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Stacey Griffith (L) attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of signage is seen during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of signage is seen during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of signage is seen during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of signage is seen during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the interior during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of a watch during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the interior during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the interior during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view watches on display during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Yahya Abdul-Mateen II attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Yahya Abdul-Mateen II attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view of the interior during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: A view watches on display during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Stacey Griffith attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Stacey Griffith attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris and Ali Krieger attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ali Krieger attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Paulina Vega attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Paulina Vega attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Paulina Vega attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Paulina Vega attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris, Paulina Vega and Ali Krieger attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Evan Betts attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Oliver Cheshire attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Aimee Fuller attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: The Suited Racer attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Broderick Hunter attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Broderick Hunter attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: The Suited Racer attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: The Suited Racer attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Yahya Abdul-Mateen II attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Yahya Abdul-Mateen II attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Zach Weiss attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Paulina Vega attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Young Paris attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris, Stacey Griffith and Ali Krieger attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer and Yahya Abdul-Mateen II attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer and Yahya Abdul-Mateen II attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Yahya Abdul-Mateen II and Broderick Hunter attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Elza Matiz, Stacey Griffith and The Suited Racer attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Young Paris attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: DJ Atlanta de Cadenet performs during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: DJ Atlanta de Cadenet performs during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Brad Mondo and Leaon Gordon attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Maya Gabeira attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Bradley Simmonds attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Broderick Hunter and guests attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris, Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer, Paulina Vega and Ali Krieger attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer speaks onstage during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer speaks onstage during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Frederic Arnault,.Chief Strategy & Digital Officer TAG Heuer speaks onstage during The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Almudena Fernandez and Aitor Ocio attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Ashlyn Harris, Paulina Vega, Ali Krieger and Aitor Ocio attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Aitor Ocio attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Aitor Ocio attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Almudena Fernandez attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Almudena Fernandez attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: Almudena Fernandez, Aitor Ocio, Frederic Arnault, Chief Strategy & Digital Officer TAG Heuer, Paulina Vega, Ali Krieger and Ashlyn Harris attend The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
Ali Krieger, Ashlyn Harris
Ali Krieger, Ashlyn Harris
Ali Krieger, Ashlyn Harris
Ali Krieger, Ashlyn Harris
Stacey Griffith
Stacey Griffith
Stacey Griffith
Stacey Griffith
Stacey Griffith
Mohar Chaudhuri, Michael Tommasiello
Ali Krieger, Ashlyn Harris
Ali Krieger, Ashlyn Harris
Ali Krieger, Ashlyn Harris
Evan Betts
Ashley Combs, Jonathan Combs, Brie Russillo, Charles Boozan
Ashley Combs, Jonathan Combs, Brie Russillo, Charles Boozan
Ashley Combs, Jonathan Combs, Taylor Boozan, Brie Russillo, Charles Boozan
Ashley Combs, Jonathan Combs, Taylor Boozan, Brie Russillo, Charles Boozan
The Suited Racer
The Suited Racer
The Suited Racer
The Suited Racer
Zach Weiss
Paulina Vega
Paulina Vega
Paulina Vega
Paulina Vega
Stéphane Bianchi
Stéphane Bianchi
Frédéric Arnault
Frédéric Arnault
Frédéric Arnault
Ashlyn Harris
Ashlyn Harris, Frédéric Arnault, Paulina Vega, Ali Krieger
Almudena Fernandez, Aitor Ocio, Frédéric Arnault, Paulina Vega, Ali Krieger, Ashlyn Harris
Ashlyn Harris, Stacey Griffith, Ali Krieger
Young Paris
Young Paris
Mohar Chaudhuri, Michael Tommasiello
Stéphane Bianchi, Frédéric Arnault
Atlanta de Cadenet Taylor
The Suited Racer, Broderick Hunter, Paulina Vega
Atlanta de Cadenet Taylor
Brad Mondo
Brad Mondo
Young Paris
Yahya Abdul-Mateen II
Yahya Abdul-Mateen II
Yahya Abdul-Mateen II
Yahya Abdul-Mateen II, Broderick Hunter
NEW YORK, NEW YORK – MARCH 12: <> attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )
NEW YORK, NEW YORK – MARCH 12: <> attends The Launch of The New Connected Watch by TAG Heuer at The Caldwell Factory on March 12, 2020 in New York City. (Photo by Brian Ach/Getty Images for TAG Heuer )