At just 24, G.E.M. - which stands for "Get Everybody Moving" - is a phenomenon all over Asia. An established singer, composer, dancer, musician and actor, the young artist performs in front of tens of thousands of fans. Each of her videos is a genuine event, and she shares her life with her army of fans on Chinese social media.

Jean-Claude Biver, President of the Watch division of the LVMH Group and CEO of TAG Heuer, stated: "I am particularly proud that G.E.M. has chosen to become the TAG Heuer ambassador. She is only 24 years old, and set to become an icon for an entire generation. With her outgoing personality and bold communication style, the tireless singer will give TAG Heuer a tremendous boost in terms of connecting with young people both in China and throughout Asia."

TAG Heuer - G.E.M

G.E.M on the new TAG Heuer's ad. © TAG Heuer