TAG Heuer’s Party in Ibiza with David Guetta & Martin Garrix

Garrix, on the other hand, is wearing a TAG Heuer Connected and seems to easily, well, connect to its appeal. I ask Biver why his brand decides to embrace a trend that many others avoid, and he simply points at the huge TAG logo on a poster behind us. “What does TAG mean? It means Techniques d’Avant Garde,” he practically booms. “If your brand is named Techniques d’Avant Garde Heuer, and you don’t go into Connected watches, why do you write Techniques d’Avant Garde?” When I ask about the future of TAG Heuer’s Connected watches, he passionately says, “It will maybe be the biggest line of TAG Heuer one day. Maybe one day, we will sell 70-percent Connected watches.”

In an age when many luxury brand makers try to distance themselves from the rise of smart and connected timepieces, seeing TAG Heuer turn what many label a threat to the industry into possibly one of their biggest lines is thought-provoking indeed. If anything, they really live and breathe #DontCrackUnderPressure.


DA MAN Special Report TAG Heuer in Ibiza with David Guetta and Martin Garrix (2)
Garrix performing at Ushuaïa


With a Bang

It seems only fitting that our last night in Ibiza is bound to another high-profile EDM venue. This time around it is at Ushuaïa, the largest open-air club in the area, and where Martin Garrix would be playing the final set of the night. As we make our way into the viewing area, another DJ, Marshmello, is on stage wrapping up his set, and the air is charged with anticipation. Heck, even Marshmello quips about looking forward to seeing Garrix perform.

Still, throughout the show I simply couldn’t help but notice how young he looks. And acts. Especially the part where he would use the f-word at every opportunity, as if compensating for his youthful image in this rather “mature” party. Don’t get me wrong, Garrix is simply amazing, and the fact that he’s only 20 years old makes it all the more impressive. But even Guetta notes earlier in that Garrix’s young age brought with it an interesting set of problems. “So, he had the biggest record in the world,” Guetta reminisces about the time Garrix came out with his first big hit, “and in America it was so huge, but they wouldn’t let him play in clubs because he was still a kid!”

But, hey, if he doesn’t crack under pressure like that, he deserves all the success that comes his way. And he makes for an excellent representative of a brand like TAG Heuer.



This article first appeared in DA MAN October/November 2016.



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