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TAG Heuer Demonstrates its Strong Motor-Racing Heritage by Taking Part in the Dubai International Motor Show

TAG Heuer is showcasing its motor racing heritage during this year’s Dubai International Motor Show, which takes place from November 14 to 18 at Dubai World Trade Centre.

TAG Heuer’s booth, will be situated in the Watch Lounge organised by media partner MPP Middle East and showcase the automotive DNA that is intricately intertwined with the brand, and into each motor-racing inspired timepiece.

From Steve McQueen sporting TAG Heuer’s Monaco chronograph in the classic 1970 Hollywood racing film “Le Mans,” to the 30th anniversary of ambassador Aryton Senna’s first victory at the legendary Monaco Grand Prix – where TAG Heuer unveiled the new Senna collection, TAG Heuer has always been a part of the adrenaline-fuelled world of motor sports. The Swiss watchmaker even designed the first dash counter for racing cars back in 1933, and will be launching a contemporary version of the classic auto-inspired Autavia at Dubai Watch Week from November 16 to 20.

Sharing the engineering, power, and precision of the fast-paced racing world, TAG Heuer have partnered with Formula 1, Indy 500, the Endurance World Championship and even the realistic virtual-reality world of Gran Turismo, while TAG Heuer’s partnership with Red Bull Racing, set to continue throughout the 2018 season, saw TAG Heuer become the Official Timekeeper and Official Watch of the Red Bull Racing team in 2015. The following year TAG Heuer was incorporated into the title of Red Bull Racing’s new car the ‘Red Bull Racing – TAG Heuer RB12,’ making it the first watchmaker to ever have been named directly in an elite racing team’s official title.

As the largest international automotive event across the MENA region, Dubai International Motor Show has brought together global manufacturers, industry specialists, distributors, key-buyers, and thousands of motoring enthusiasts for exclusive launches, interactive demonstrations, and exciting features. At the 14th edition this year, the event will attract more than 108,000 visitors from 70 countries to engage with over 100 of the world’s best manufacturers, including more than 15 supercar brands, 10 concept cars, 100 car premiers, and 550 cars and bikes on show.

TAG Heuer will display an array of automotive inspired heritage pieces, contemporary icons, and technological chronographs. Always pushing the boundaries of advancement, such as its involvement in the electrically powered race cars of Formula E, the technologically savvy Connected Modular 45 will also be showcased. The ultimate in luxurious individuality, the Connected Modular 45 is fully customisable, and can be worn as an elegant analogue timepiece, or as a smartwatch.

Powered by Intel and using the very latest Android wear, the Connected Modular 45 combines the expertise and heritage of TAG Heuer with technological advances. TAG Heuer’s installation will also incorporate a technological spin, putting both fans of motor racing and of the brand in the driver’s seat, with virtual reality racing.