TAG Heuer brings its Mascots to life for Ramadan, celebrating heritage, unity, and the Gift of Time

As the Holy Month of Ramadan unfolds, TAG Heuer unveils “Chapter III: Time is a Gift,” the latest edition of its annual Ramadan campaign. This year, the luxury watchmaker adds a fresh twist by incorporating its iconic mascots into an animated film that blends high-performance timepieces with the essence of Ramadan.
Set against the breathtaking backdrop of a desert sunset, the film reimagines TAG Heuer’s official mascots with distinct Middle Eastern influences as they race toward an Iftar gathering, embodying the spirit of togetherness and anticipation.
The Ramadan Racing Squad: A Fusion of Tradition and Motorsport Heritage
TAG Heuer’s mascots have played a key role in the brand’s global festive campaigns, from the Holiday Season to Valentine’s Day. For Ramadan, they take on a localized identity as the “Ramadan Racing Squad,” paying tribute to TAG Heuer’s deep-rooted connection with motorsport. Their journey through the desert serves as a metaphor for the collective anticipation of Iftar, reinforcing the idea that the most valuable moments are those shared with loved ones.
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To ensure cultural resonance, the animated characters have been thoughtfully adapted with Arabian aesthetics. Male mascots don the traditional Emirati and Saudi Ghotra & Agal, while female characters are adorned with intricate Khaleeji-inspired jewelry, adding authenticity to the campaign’s regional focus.
The animated adventure culminates in a heartwarming scene where the mascots gather to break their fast with traditional treats before engaging in a custom game of backgammon—an activity symbolic of unity, generosity, and cherished moments during Ramadan.
Merging Precision and Performance with the Spirit of Ramadan
Rooted in precision and performance, TAG Heuer seamlessly integrates its legendary watchmaking expertise with the excitement of the Ramadan race. Each mascot sports a custom-colored jumpsuit inspired by their respective TAG Heuer Monaco or Carrera timepiece, spotlighting a selection of standout watches:
TAG Heuer Carrera Chronograph Extreme Sport Black Titanium 44mm
TAG Heuer Carrera Chronograph Extreme Sport Blue Titanium 44mm
TAG Heuer Carrera Chronograph Extreme Sport Gold Titanium 44mm
TAG Heuer Carrera Chronograph Precious Powder Pink 39mm
TAG Heuer Carrera Chronograph Precious Blue 39mm
TAG Heuer Monaco Chronograph Dark Blue 39mm
TAG Heuer Monaco Chronograph Power Pink 39mm
Each timepiece in the collection embodies the brand’s commitment to precision—echoing the significance of time during Ramadan. As the mascots race through the dunes and ultimately come together in unity, TAG Heuer reinforces its message: Time is a gift best shared with those who matter most.