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The end of March is an important time in the world of watchmaking. The internationally renowned Baselworld sees a discerning crowd quick to recognise the future success of particular pieces descend into the city. Regionally, TAG Heuer announced a partnership with Nikki Beach, the global luxury lifestyle and hospitality brand that recently celebrated the launch of its beach club and restaurant in Dubai, and TAG Heuer friend of the brand Max Calderan completed his incredible desert trail along the line of the Tropic of Cancer, from the border of Saudi Arabia to the border of Oman.


At the 2016 edition of Baselworld, TAG Heuer unveiled its latest collection to the industry and guests in Switzerland.

Whilst presenting its latest line up, their new focus on affordable Haute Horology was definitely evident, and garnered much audience appeal, a perfect example of which is the TAG Heuer Carrera Heuer 02T priced at under 15,000 CHF.

The TAG Heuer Monza 40th Anniversary was another favourite of the crowds, the latest iteration of the timepiece first designed to celebrate Niki Lauda’s first F1 world championship, and a watch dripping in motor racing history.

Nikki Beach

 Here in the UAE, TAG Heuer has partnered with the global luxury lifestyle and hospitality brand Nikki Beach.



Clock faces showing the different times at Nikki Beach venues worldwide were provided by TAG Heuer, along with the brand sponsoring the three VIP cabanas on site. Guests booking into these cabanas receive a special card entitling them to offers at TAG Heuer’s stores in Dubai. Launching the partnership at the Grand Opening White Party, the VIP and celebrity guests were treated to a showcase of TAG Heuer’s most premium products, whilst enjoying an evening full of pumping music, live performances and exquisite food and bubbly, all amongst the soothing yet vibrant ambience of the beach club.

Max Calderan

 Max Calderan is an extreme explorer. This arguably ‘super’ human runs through the harshest climates and environments on the planet. With no external help or medical assistance and running non-stop using only micro naps to fuel himself, he utterly embodies the #dontcrackunderpressure ethos of TAG Heuer.   This March he completed the Tropic of Cancer race – 340km with no stops across the theoretical Tropic of Cancer line. It was the first ever crossing completely on foot as he set off from the border of Saudi Arabia and finished close to the Omani border.

As a friend of the brand for TAG Heuer in the Middle-East, Max described his motivation for this current achievement, “I wanted to do something that no man had ever done before, go where no-one else had ever gone, undertake challenges that nobody would have repeated, at all. I wanted to break through the absolute limit.”

A small number of his feats include:

-Running 200km in 48 hours, without food or water, across the UAE near the Liwa Oasis.

-Crossing the Sinai desert from coast to coast, a distance of 250km, in 48 hours without eating or drinking during the daytime.

-The climbing of 77,000 stairs non-stop in 24 hours for charity.

-Running 360 km in 75 hours across Oman’s deserts in summer time with the temperature at temperature +58 C.






Saman is quintessential Dubai -- of Pakistani heritage, brought up in the US and settled in cosmopolitan downtown Dubai. She attended fashion school in NY after which she pursued successful careers in fashion merchandising and marketing. Saman is now telling stories about trend setters and innovators in the fashion, art and design world. These stories talk about, the source of their creativity – what lies beneath, what is the source of their creativity, drive, passion, inspiration and secrets. She wants to search for creative people and tell the story of their creative journey, whether in fashion, art or design. She hopes readers of Social Magazine Dubai will be inspired and feel a connection with Dubai lifestyle, fashion, art, design and culture.

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