Last August, Jean-Claude Biver, President of the watch division of the LVMH Group and CEO of TAG Heuer announced the addition of a new member to the brand’s ambassador family: Martin Garrix, a phenomenon from the world of Electronic Dance Music. Passing through Switzerland on the occasion of the Montreux Sundance, the young prodigy stopped at La Chaux-de-Fonds to visit the Manufacture’s workshops.

In 2013, Martin Garrix became known the world over with his famous Animals hit (viewed more than 645 million times on Youtube!) when he was just 17 years old. Two years later, he earned 4th place in the Top 100 of DJ Mag which lists the greatest DJs in the world. Jean-Claude Biver therefore struck the right note in choosing this new ambassador who joins a list of the most prestigious names. This decision boldly highlights the watchmaking Maison’s disruptive strategy, which aims at expanding its audience, notably by targeting a youthful public. Through this partnership, TAG Heuer is connecting with the future and aiming to anchor its image within the Millennial Generation.

Martin Garrix visiting the Manufacture’s workshops. © Camille Gendre/WorldTempus

When confronted with the media, Martin Garrix exudes infectious energy and answers journalists’ questions in a relaxed manner. At just 19 years old, he is the perfect embodiment of TAG Heuer’s #DontCrackUnderPressure philosophy. How exactly does he manage to withstand this pressure? During his appearances at the most important European electro clubs and festivals, the young DJ confesses to enjoy being surrounded by his friends and family. He also adds that to him, stress is an adrenalin driver, forcing him to constantly surpass himself. The day after his visit to La Chaux-de-Fonds, Martin Garrix ignited the crowds at the Montreux Sundance with… a TAG Heuer Aquaracer on his wrist.

Jean-Claude Biver & Martin Garrix. © TAG Heuer