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Watches Jewellery The TAG Heuer Aquaracer Professional 300: A Timepiece That Pushes Boundaries

The TAG Heuer Aquaracer Professional 300: A Timepiece That Pushes Boundaries

The TAG Heuer Aquaracer Professional 300: A Timepiece That Pushes Boundaries
By Christine Andas
By Christine Andas
July 08, 2021
In TAG Heuer's new collection, Aquaracer Professional 300, the brand pushes its aesthetics beyond fear, reason and the edge!

TAG Heuer's newest watch collection, the Aquaracer Professional 300, is built for the wearer that pushes themselves to the limit and refuses to settle for less.

The brand dives deeper into its process while making waves when it comes to TAG Heuer's aesthetics around fine watchmaking in its new collection. The Aquaracer Professional 300, which debuted at Watches and Wonders Geneva 2021, defies nature as seen in young Swiss filmmaker Jonas Egi's video which was filmed in Nice, France, Nazaré, Portugal and Hawaii.

“The decision to go with visually heightened images, using highly saturated colours and an abstract aesthetic bordering on science fiction breaks with the normal clichés associated with surfing and ocean images. We are instantly transported to another dimension, deep into the imagination," says Alexander Kalchev, Chief Creative Officer at DDB Paris. "It’s about sport and luxury, high precision and artistic vision, yin and yang you might say – a marriage of the extremes that are unique to TAG Heuer".

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Jonas featured three illustrious athletes who are bursting with energy and colour, much like the new Aquaracer Professional 300.

Kai Lenny, a surfer and long-standing TAG Heuer ambassador made waves in the video. Freediving champion, videographer and Friend of the Brand Julie Gautier was also featured. Last but not the least, cliff diver Robin George also made an appearance and took a plunge into the depths of the ocean.

“When I put on my wetsuit, my instinct for survival jostles with my competitive spirit. But this competition isn’t about beating others – it’s about pushing myself beyond the limit, attempting to reach my full potential. Beyond the edge is that extreme point in time when there’s no way back, where you’re 100 per cent committed and you have no option but to believe in yourself – totally. It’s beyond you, you feel powerful forces at work around you. Afterwards, it feels a bit like you’ve been to the moon. You see things you never noticed before,” Kai Lenny says.

More importantly, the video reintroduces TAG Heuer's ultimate tool watch as a tribute to mental strength, a timeless and universal message we often remind ourselves. In the video, viewers will see how these athletes achieved extreme focus, a flow state which can be considered the ultimate accomplishment.

But this spiritual experience and performance aren't exclusive to champions. Even you can push yourself to move beyond your comfort zone to achieve your best self.

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