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TAG Heuer goes with S3 Zero Gravity Flights

lifestyle & tra…luxury

5 July 2016
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Fancy flying aboard a private A340? 
Live the astronaut feeling? What about experiencing Zero Gravity? 
With an exclusive TAG Heuer watch as a boarding pass? 

It's official. The Airbus A340-300 owned by the S3 programme, a subsidiary of the Swiss Space Systems aerospace company, will bear the TAG Heuer livery when it starts marketing its S3 ZeroG flights around the world. More and more people will now have the chance to embark on this extraordinary adventure. 

Remember that TAG Heuer was the first Swiss watch company to go into space? 
That was back in 1962, when John Glenn wore a Heuer watch aboard the FriendShip 7 rocket. Avant-Garde since 1860 is part of our signature.  

Today we celebrate a new, unique experience open to all: the S3 programme will give the public a chance to experience Zero Gravity at an accessible price, from over 15 destinations worldwide. The first flights will take place in Switzerland in September, before being inaugurated in the United Arab Emirates. This unprecedented experience will then be launched in Asia and North America. 

This is a very select club: private A340s in an original configuration. 
And the flight plans are as flexible as those of a private jet. 
The aircraft can fly at an altitude of just 300 m, for example around the Matterhorn or Mont Blanc. 

A different kind of partnership: TAG Heuer will not limit itself to a presence on the programme's advertising media. 
The Swiss watch brand will be fully engaged alongside the S3 team, for a different kind of partnership. 
First stage: the design and production of exclusive TAG Heuer S3 watches, which will serve as boarding passes to access the plane. 
Upon embarking, passengers must don special gear, leaving watches, jewellery and other valuables on the ground. 

The world's most beautiful boarding pass? A black TAG Heuer Chronograph Formula 1 with a quartz movement accurate to a tenth of a second, in steel with a titanium carbide coating, featuring 25 seconds in red on the minute track - the time spent by passengers at ZeroG. 

All in all, an ultra-exclusive VIP club of those around the world who have had "the Experience", a programme which will open up to more and more people, in keeping with the notion of accessible luxury that TAG Heuer holds dear, and an Avant-Garde enterprise that dares to be different, unique and innovative, just like TAG Heuer. A very special programme. A great adventure. And it's only just begun...