Let’s Rock on the Top of Europe!

TAG Heuer paints the Swiss Jungfraujoch in the colours of China with a special performance of the Chinese superstar G.E.M.

At an altitude of 3'454 meters above sea level, the Jungfraujoch glacier in Switzerland, known as the Top of Europe, was the setting for an event hosted by TAG Heuer and its Chinese ambassador, the singer G.E.M., who set the mountains ringing to the tune of Chinese pop rock.

Interlaken, Switzerland, 31st August 2015 – A unique event on “Top of Europe”. A first: thanks to Swiss watch brand TAG Heuer, a Chinese music star – the composer, dancer, musician and actress G.E.M. – performed today on the famous Jungfraujoch glacier for an audience of more than 200 Chinese fans who had travelled from China and all over Europe.

G.E.M. is a household name in China. A generational phenomenon throughout the country and across Asia. Young, beautiful and talented with a powerful voice and a sought-after look, she is the epitome of success and, at just 24, is admired by an entire generation of youngsters who know her songs by heart.

At the invitation of TAG Heuer, G.E.M. - which stands for Get Everybody Moving - decided to come and perform in Switzerland. And - as expected of her - the performance took place on a dazzling stage which she had designed down to the very last detail alongside the Swiss watch brand, for whom she has been an ambassador since early 2015. Arriving by helicopter after a flight over the Swiss Alps, she was met by Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer.

On a stage built on the snow in the form of the TAG Heuer logo, she presented the new G.E.M. TAG Heuer Formula 1 Steel & Ceramic Special Edition Watch with a touch of pink, and sang her biggest hits, including Someday I'll Fly, Intoxicated and Heartbeat: a real physical feat at this altitude.

Of course, no one could resist a few of the great Swiss clichés to top off this unique event: Bernese mountain dogs, as well as Alpine horn players and an opportunity to taste Mr. Biver's very own cheese. To continue the fun, G.E.M. extended her performance by descending the glacier's Snowpark on a zip wire. Her motto really is #DontCrackUnderPressure!

During the subsequent autograph session at Kirchhofer’s Casino Gallery store in Interlaken, G.E.M. took a lot of time for autographs and photos. The event was eagerly anticipated and with a little luck the invited guests could get hold an unforgettable souvenir of their Star.