Inspired by the Porsche Taycan, with frozen blue accents, a strap built from the same leather as the Taycan interior, and an app that pairs with the car.

TAG Heuer had been making smartwatches since 2015. Apple Watch owned the volume. The campaign had to make a 2,750-dollar Swiss smartwatch feel like a Porsche, position it as an object of desire for Taycan owners.

We built the campaign around the idea of connectivity. The car and the watch shown as two ends of the same current, mirroring the live link between the app and the Taycan.

A line of blue light travelled through the bodywork of the car, into the interior, across the dashboard, and onto the wrist. Then the flow reversed. The watch screen lit up first, the dashboard responded, the cabin warmed. Two objects in constant dialogue. Fibre optics, LED showers, circuit boards.

Launched globally on 11 August 2022.