Thanks to Swiss watch brand TAG Heuer, a Chinese music star – the composer, dancer, musician and actress G.E.M. – performed on the 31st of August on the famous Jungfraujoch glacier for an audience of more than 200 Chinese fans who had travelled from China and all over Europe.

Arriving by helicopter after a flight over the Swiss Alps, she was met by Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer.  On a stage built on the snow in the form of the TAG Heuer logo, she presented the new G.E.M. TAG Heuer Formula 1 Steel & Ceramic Special Edition Watch with a touch of pink, and sang her biggest hits.

Jean-Claude Biver and G.E.M tasting swiss cheese. © TAG Heuer

Of course, no one could resist a few of the great Swiss clichés to top off this unique event: Bernese mountain dogs, as well as Alpine horn players and an opportunity to taste Mr. Biver's very own cheese.