An Innovative And Unique Project
For the first time in its history, TAG Heuer, the fourth luxury brand in the world watch market, is joining forces with brand ambassador and Hollywood star Uma Thurman to create an exceptional photographic exhibit celebrating ‘Women worldwide’. TAG Heuer has brought together a diverse group of influential, ‘avant-garde’ women from 15 countries who have agreed to pose for prestigious women photographers who come from the same country as themselves to raise money for UNIFEM, a cause that promotes gender empowerment.
The ambition and scope of this project, the notoriety of the people involved, the energy and enthusiasm generated and the resources deployed, all combine to make this a truly unprecedented international effort.

Avant-Garde Women
Artists, founders of development organisations, journalists, executives and academics: all have agreed to pose before the lens of prestigious female photographers who come from the same country as themselves. Whether confirmed stars or those in the making, they have contributed their time, their reputation and their creativity without any remuneration, in order to bring this TAG Heuer project to fruition.





For many years, TAG Heuer has demonstrated its keen interest in photography. After having worked with famous photographers, such as Herb Ritts, Peter Lindberg, Jean-Baptiste Mondino, Karina Taira and more recently with Patrick Demarchelier, TAG Heuer is organizing for the first time an exhibition that focuses on the creative vision and artistic talent of women photographers.
They were all given complete latitude to use their own inspiration to photograph their vision of the modern woman. Style, environment, atmosphere and format were voluntarily left undefined.
Their photographs provide an array of different interpretations and artistic beliefs which reflect the many ways of being a TAG Heuer woman across the world today through 15 sensitivities and 15 famous women.





An Exhibition With Global Reach
Created in a series of shoots in 15 countries, this gallery of portraits forms an international exhibition that is destined to travel the world.

Feminine, mysterious, glamorous, in black and white or in colour, these portraits mirror all the facets of modern women: strong, engaged, independent and still extremely feminine.
The result of lengthy preparation, the project became reality in May and June 2006 during shoots in the world’s leading capitals. This extraordinary gallery of portraits of strong women will be unveiled to the public at an exceptional gala event to be held in New York City on September 12th 2006. The exhibition will then travel from continent to continent until the end of 2006.
Then, early 2007, the original prints will be auctioned and the entire proceeds will be donated to a charity dedicated to promoting women’s full participation in their societies and to achieving gender equality.

Homage To The Contemporary Women
Through this project, TAG Heuer supports Women, their rights and their development. A prestige reference in the field of creativity and avant-garde watchmaking, TAG Heuer expresses its committed vision of today’s women through watches that radiate powerful design and avant-garde beauty.
Backed by its international renown since 1860 as the leading brand of prestigious and luxury sports watches and chronographs, TAG Heuer demonstrates its commitment alongside today’s ‘modern and active’ women, contemporary women of all nationalities and from all backgrounds.


“TAG Heuer seeks to pay homage to today’s women, their determination, independence, modernity and success,” Jean-Christophe Babin, President and CEO TAG Heuer affirms. “It is not enough just to say it; it needed a strong and symbolic gesture. From the outset, we established privileged partnerships with our ambassadors. Together with them, we develop and create watches. The idea for this exceptional event has arisen from our many meetings with our women ambassadors Uma Thurman, Sushmita Sen and Maria Sharapova. It aims to be both a mirror of our brand and a contribution to a more equitable world. As an international group, we have called on celebrities from around the world who personify our values of prestige, elegance, avant-garde, strength and beauty. I am very proud to develop such a project with the support of Uma Thurman that will raise funds for an organization working to improve women’s lives.
On a more personal note, as the CEO of TAG Heuer, an internationally renowned brand, I am particularly happy that this exhibition is being launched here in New York, a crossroads of cultures, nationalities and destinies. For me, New York is an eminently feminine city: it symbolises energy, passion and freedom.”

Jean-Christophe Babin, President and CEO TAG Heuer


Uma Thurman, More Than An Icon… A Woman Of Today
This project benefits from the unconditional support of actress Uma Thurman, one of the most glamorous and fascinating TAG Heuer ambassadors. Not only is she an icon of contemporary women, she also successfully combines strength and beauty, career and family life, and is committed to helping the underprivileged.
“I am truly touched and honoured to be part of this great project with the collaboration of TAG Heuer to benefit a fantastic organization dedicated to advancing women,” Uma Thurman explains. “Above all, I am a woman, and as such I cannot but support all efforts to combat poverty, violence, discrimination and inequality of those many women who are victims throughout the world. As a mother of two children, I am very concerned about my children’s future and want to work towards a better world for future generations. Today as an ambassador for TAG Heuer, I am proud of the commitment we are making together on behalf of women and to be involved in improving the daily lives of those who need it.”

UNIFEM
The United Nations Development Fund for Women (UNIFEM), established in 1976, is the women’s fund at the United Nations dedicated to advancing women’s rights and achieving gender equality. UNIFEM works on the premise that it is the fundamental right of every woman to live a life free from discrimination and violence, and that gender equality is essential to achieving development and to building just societies.
UNIFEM focuses its activities on four strategic areas:

 Reducing feminized poverty,

 Ending violence against women,

 Reversing the spread of HIV/AIDS among women and girls, and

 Achieving gender equality in democratic governance in times of peace as well as war.
In the course of three decades, UNIFEM’s efforts in more than 100 countries, from Liberia to Afghanistan, have touched the lives of countless women. UNIFEM has helped raise awareness of gender-based violence, and helped women speak up against it. It has promoted women’s political participation, and worked for their economic empowerment.
It is thanks to celebrities, among the most seen and influential on the planet, committing to those who have no voice that this project has come to fruition. It is homage to all women. Convinced that ‘improving the condition of women is synonymous with advancing the whole of humanity’, TAG Heuer has today decided to commit as well.


Source: TAG Heuer

www.tagheuer.com