Luxury watchmaker TAG Heuer (Instagram) is celebrating how we experience time with “Chapter III: Time is a Gift,” the latest instalment of its annual Ramadan campaign. This year, the brand’s beloved mascots take centre stage in a dynamic animated film, racing across golden desert dunes to reach an Iftar gathering.TAG Heuer transforms its mascots into the “Ramadan Racing Squad,” each representing the Maison’s motorsport heritage while paying homage to Middle Eastern culture. The characters, dressed in bespoke racing suits inspired by TAG Heuer’s signature Carrera and Monaco collections, embark on a cinematic journey that mirrors the collective anticipation of breaking fast.
With every twist and turn in the desert, the campaign highlights the importance of time during Ramadan, capturing the excitement of the countdown to Iftar. The mascots, styled in Emirati and Saudi attire—including the traditional Ghotra and Agal and Khaleeji-inspired jewellery—race toward their destination, where they break their fast with traditional treats and engage in a spirited game of backgammon. It’s a visual representation of the values that define the Holy Month: community, generosity, and shared moments.
True to TAG Heuer’s DNA, the campaign also showcases an exquisite selection of timepieces that encapsulate the brand’s relentless pursuit of precision and excellence. Each mascot sports a distinct watch, from the bold TAG Heuer Carrera Chronograph Extreme Sport editions in black, blue, and gold titanium to the elegant Carrera Chronograph Precious Powder Pink and Blue models. The legendary Monaco Chronograph also makes a statement in deep blue and power pink, reinforcing the Maison’s motorsport legacy. As the sun sets over the dunes, the campaign reminds us that time is more than just moments—it’s the experiences, traditions, and connections we create along the way.
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