TAG Heuer made a striking appearance at Watches and Wonders 2022 with an immersive experience that plunged visitors into a sensory world inspired by the deep sea — a powerful symbol of the brand’s avant-garde spirit and strength.

Created in collaboration with Shortcut Events as part of a competitive pitch, this conceptual sketch envisioned a journey where underwater exploration becomes a metaphor for watchmaking mechanics and its demands: mental strength, a passion for action, and Swiss precision.

Visitors were guided as if aboard a bathyscaphe, immersed in a captivating and emotional dive where each step revealed TAG Heuer’s core values.

The highlight of the experience was the reveal of a new Aquaracer Professional model in a unique “aquarium display”: initially submerged and hidden from view, the watch slowly rose to the surface, emerging like a treasure from the depths — a powerful embodiment of the fusion between technical innovation and the spirit of exploration.