TAG Heuer has introduced the latest edition of its annual Ramadan campaign titled Chapter III: Time is a Gift, aiming to blend its message of high-performance watchmaking with the spirit of the Holy Month through TAG Heuer mascots.
The campaign, which runs from the start of Ramadan through to Eid, has been launched in the form of social media advertisements, visual merchandising and on-ground activations featuring life-size mascots.
The Chapter III: Time is a Gift campaign utilised TAG Heuer’s global mascots, reimagined with Middle Eastern elements, to ensure cultural resonance. Set against the backdrop of the desert at sunset, the animated film brings to life the Maison’s official mascots as they embark on an exhilarating race to an iftar gathering.
The animated characters include male mascots wearing the Emirati and Saudi ghotra and agal, and female mascots clad in the intricate Khaleeji-inspired jewellery intended to resonate with the region’s culture.
The concept of a ‘Ramadan Racing Squad’ within the campaign aims to reflect the brand’s motorsport legacy while symbolising the shared anticipation for iftar, thus leaning into heritage, unity and the value of time to strengthen TAG Heuer’s connection with the Middle East.
As the TAG Heuer’s mascots embark on an exhilarating journey in pursuit of togetherness, their adventure through the desert intends to be a metaphor for the collective anticipation of iftar, emphasising the true gift of time being spent with loved ones.
This spirited race through the golden dunes culminates in the mascots coming together to break the fast with traditional treats and enjoy a custom game of backgammon — symbolising the values of unity, generosity and shared moments that define Ramadan.
With TAG Heuer’s DNA deeply rooted in precision and performance, the campaign intertwines the precision of the Carrera and Monaco watchmaking with the thrill of the Ramadan race.
The mascots, each seen in custom-coloured jumpsuits matching their dedicated TAG Heuer Monaco or Carrera watch. Each timepiece reflects the essence of TAG Heuer and its associated mascot — timing every moment with precision, to echo the importance of time during Ramadan.
With “Chapter III: Time is a Gift,” TAG Heuer aims to deepen its connection with the Middle East, celebrating the values of tradition, excellence, and the pursuit of unforgettable moments.
