TAG Heuer introduces 'Chapter III: Time is a Gift,' the latest edition of its annual Ramadan campaign, but with a twist! Featuring the highly soughtafter TAG Heuer mascots, this campaign blends high-performance watchmaking with the spirit of the Holy Month. Set against the mesmerizing backdrop of the desert at sunset, the animated film brings to life the Maison's official mascots - reimagined with distinct Middle Eastern elements - as they embark on an exhilarating race to an Iftar gathering.

The Ramadan Racing Squad: A TAG Heuer Tradition

TAG Heuer's mascots, present across global festive campaigns from the Holiday Season to Valentine's Day, now take on a localized persona as the Ramadan Racing Squad in a nod to the brand's motorsport legacy.  As they embark on an exhilarating journey  in pursuit of togetherness, their adventure through the desert is a metaphor for the collective anticipation of Iftar, emphasizing the true gift of time being spent  with loved ones.
As this campaign is attributed to the Middle Eastern region, the animated characters have been further adapted with Arabian aesthetics, including the Emirati and Saudi Ghotra & Agal for the male characters, and intricate Khaleeji-inspired jewelry for the female characters, hence ensuring cultural resonance. 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—symbolizing the values of unity, generosity, and shared moments that define Ramadan.
 
With TAG Heuer's DNA deeply rooted in precision and performance, the campaign seamlessly intertwines the precision of the Carrera and Monaco watchmaking with the thrill of the Ramadan race. The mascots, each seen in custom-colored 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 absolute precision, much like the importance of time during Ramadan.
 
With 'Chapter III: Time is a Gift,' TAG Heuer continues to deepen its connection with the Middle East, celebrating the values of tradition, excellence, and the pursuit of unforgettable moments.