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Tag Heuer

Global Brand Roadshow | Strategy | Communication Tools | Production | Direction | Logistics | Entertainment

17 major capitals

Tag Heuer marked its 150 Year Anniversary by producing the world’s first magnetic driven watch movement. This achievement required an equally pioneering way of communicating the two milestones. We were invited to consider and create a partnership between the then newly formed Tesla motor company and TAG Heuer.


We proposed the concept of ‘The Odyssey of Pioneers’. A TAG Heuer & Tesla Tour achieving the first World Tour in an all electric sports car. More than that, we proposed a communication strategy through which both companies could gain maximum global exposure.

The Tour saw Tag Heuer’s story brought to life by showcasing its extensive history through the faces, timepieces and media by stopping at each of Tag Heuer’s key markets. For Tesla it represented a powerful demonstration of their sustainability and reliability in cars.

Covering over 30,000 km and 17 major capitals

Propaganda LIVE was responsible for every element of the tour – from branding and communication material through to global production direction and logistics.

Tag Heuer & Tesla Tour.2
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Tag Heuer American Leg of the Global Odyssey Of Pioneers in Malibu, California, held at a private residence, Thursday, July 29, 2010.
Photo by Jennifer
Tag Heuer American Leg of the Global Odyssey Of Pioneers in the Hamptons, held at a private residence in Amagansett, New York,  Thursday, September 2, 2010.
Photo by Jennifer


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