The luxury watch brand has collaborated with a Middle Eastern street artist to break away from traditional watchmaking…

Luxury Swiss watchmaker, Tag Heuer, has unveiled an Arabic Smart Watch – a first for the brand. Catering to the Middle Eastern market, the coveted label collaborated with world-renowned Lebanese street artist, Yazan Halwani, to create an exclusive timepiece, which features non-traditional Arabic calligraphy to “break away from traditional watchmaking,” says Anne-Clarie Richomme, Marketing and Communications Manager of Tag Heuer Middle East.




When speaking about the timepiece, Halwani says: “My approach is to use Arabic calligraphy in a way that can be understood by people not reading Arabic calligraphy. For the Tag Heuer Connected Watch Arabic face specifically, my concept was to use the statement: ‘Time Does Not Wait’, which refers to the need to rethink tradition in an art form or in our modern life; to move away from stagnation and adopt a more constructive attitude.”

This face is now available for download on the android platform, Tag Heuer Connected App.

Below, a behind-the-scenes video of Tag Heuer and Yazan Halwani’s collaboration: