Electronic Prodigy Martin Garrix chooses TAG Heuer

August 29, 2015

Today on the Mediterranean island of Ibiza, celebrating Martin Garrix’s Multiply closing party at Ushuaia, Jean-Claude Biver, President of the Watch Division, LVMH Group and CEO of TAG Heuer is proud to announce Martin Garrix as new brand ambassador.

Young, talented, unique, disruptive, in a single word: a phenomenon. The superstar talent from the Netherlands, loved for his energetic personality, is already a legend in the dance music world at only 19 years of age. Garrix has more chart-busting hits and high-profile collaborations under his belt than most DJs twice his age.

At age 8, Martin knew exactly what he wanted, and he set out to achieve it, studying hard and mixing even harder. Eight years later, he had his first taste of notoriety with his 2012 remix of Christina Aguilera’s “Your Body”. His breakout success took place in 2013 with the release of his solo single “Animals,” an infectious instrumental that broke records the world over. With a U.K. #1 under his belt and tackling the Top Ten in eight other countries, Martin Garrix had arrived. 2014 saw a raft of international EDM hits, and impressive performances in the hottest dance clubs and most prestigious festivals around the world.

Ranked Number 4 in DJ Mag’s Top 100 list of the world’s hottest DJs, garnering both the attention of Billboard’s prestigious “21 Under 21” as well as Forbes’ “30 Under 30” list, Martin Garrix’s story is only just beginning.

Jean-Claude Biver said:” The TAG Heuer logo and statement reads: «Swiss Avant Garde since 1860», so our DNA clearly states we have to be connected to the future and to the young generation. Today, I am particularly proud that Martin Garrix has accepted to become a TAG Heuer ambassador. Alongside Cara Delevingne, Cristiano Ronaldo, David Guetta, GEM and Li Yi Feng in Asia. Martin Garrix perfectly embodies the #DontCrackUnderPressure philosophy of TAG Heuer and a generation, who will curate the direction of the luxury market in the future.”

Right from the start, Martin Garrix has known pressure—the Dutch DJ scene is the one of the most competitive in the world. He’s always held his own, and never backed down from a challenge. Like TAG Heuer, he’s a pioneer, on his own beat-fueled journey. Garrix invites his fans behind the scenes, giving them access to the pressure of his live performances, which he films and shares with millions of followers. He is unafraid to take risks and his disruptive and personal presence on social media regularly shows how he pushes himself to the extreme. And he does not crack under pressure.
About TAG Heuer: the Swiss Avant-Garde watchmaker since 1860. Avant-garde is in our culture and philosophy. Our unique heritage is built on pushing boundaries and breaking rules: harnessing mental fortitude to overcome technology restraints and create daring watches with real racing spirit and a performance touch. The brand has marked the history of watchmaking, especially in the field of chronographs with an unequalled mechanical accuracy. The 2015 models reveal a new dynamic in terms of both the fast lead times and a completely transformed environment. TAG Heuer is one of the world’s rare watch brands to be able to communicate in the four different worlds: Art, Lifestyle, Sport and Heritage. Our ambassadors, the F1 McLaren Team, tennis superstar Maria Sharapova, living football legend Cristiano Ronaldo, it-girl Cara Delevingne, electronic music icon David Guetta, NBA Chinese Superstar Jeremy Lin, Chinese singer GEM and now Martin Garrix…, they all reflect common core values of mental strength, disruptive attitude and ambition. Our slogan #DontCrackUnderPressure is far more than a claim – it is a mindset.