Dubai: Swiss watch maker TAG Heuer on Monday launched a new watch it designed in collaboration with Dubai’s Department of Tourism and Marketing (Dubai Tourism) at the Arabian Travel Market (ATM).
TAG Heuer said it has made 200 units of the Dubai Connected Watch Modular 45 Special Edition digital watch, which will be priced at Dh8,000 when it goes on sale in mid-June.
The partnership between the two parties marks the first time for a luxury Swiss watch brand to venture into digital watches, and comes amid a decline in Swiss watches and a growing shift to smart watches. TAG Heuer said, however, it does not plan to introduce more digital watches.
The Dubai Special Edition timepiece has calfskin strap with rubber lining and a “Dubai” embossing.
The partnership between TAG Heuer & Dubai Tourism will also see the watch maker create three digital watch faces that will be animated throughout the day.
Dubai Tourism said its collaboration with TAG Heuer will help boost the emirate’s retail calendar and strengthen its reputation as a retail hub.