Unveiled: Tag Heuer's first Arabic watch

Unveiled: Tag Heuer's first Arabic watch

Time does not wait

Text: Meeran Mekkaoui

Editor: Shannon Wylie

Image: Tag Heuer

A luxury watch brand has collaborated with a Middle Eastern street artist to break away from traditional watchmaking...

With the Eid Al-Adha celebrations right around the corner, luxury Swiss watchmaker, Tag Heuer, celebrated early and unveiled an Arabic Smart Watch – a first for the brand. Catering to the Middle Eastern market, the coveted label collaborated with world-renowned Lebanese street artist, Yazan Halwani, to create an exclusive timepiece, which features non-traditional Arabic calligraphy to "break away from traditional watchmaking," says Anne-Clarie Richomme, Marketing and Communications Manager of Tag Heuer Middle East. 

Unveiled: Tag Heuer's first Arabic watch (фото 1)

When speaking about the timepiece, Halwani says: "My approach is to use Arabic calligraphy in a way that can be understood by people not reading Arabic calligraphy. For the Tag Heuer Connected Watch Arabic face specifically, my concept was to use the statement: 'Time Does Not Wait', which refers to the need to rethink tradition in an art form or in our modern life; to move away from stagnation and adopt a more constructive attitude."

Discover a behind-the-scenes video of Tag Heuer and Yazan Halwani's collaboration now...

This face is now available for download on the android platform, Tag Heuer Connected App. Also, discover Tag Heuer's new Aquaracer watch

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