Bogota, September 26, 2018 – At dawn, two small planes take off with a group of motivated volunteers for a beachside plastic day co-hosted by TAG Heuer and Colombian model and former Miss Universe Paulina Vega . They flew to the Pacific coast of Colombia and landed in Nucky, in the Choco region. The group set off for Jurubirá, a town hidden between the jungle and the ocean. Together with children from the local community and under the direction of the foundation, they collected thousands of plastic items at Moromico Beach.
The initiative began a few months ago, when the avant-garde Swiss watchmaker suggested the former Miss Universe join her family of brand ambassadors and friends. Paulina accepted the invitation and offered to contribute her experience in raising awareness Environmental issues. Together, they decided to take a strategic approach to turning awareness into action and run the #EsTiempoDeActuar campaign. They have chosen to focus on the misuse of plastic and its impact on the ocean and marine life, working with Malpelo and other marine ecosystem foundations. Building on the foundation’s expertise in the challenges and opportunities of recycling plastic waste, they set out to deliver plastic compactors to one of the most vulnerable areas on Colombia’s Pacific coast.
After the beach was cleaned up, they spoke with the community about how to protect the coastline and ocean. This time, TAG Heuer invited brand friend Gabriel Villarán, who is a big wave surfer and a staunch advocate of the ocean. The exciting day ended with the official announcement of Paulina Vega as a “Friend of the Brand” at a press conference in Bogota. Carlos Ariza, a local partner of TAG Heuer, delivered a welcome speech. Then Veronique Fauchere, Marketing Director of TAG Heuer Latin America And the Caribbean, invited to stage the #EsTiempoDeActuar campaign with Paulina Vega, who shares her experiences in the Chocó region and offers some insights on the importance of educating the younger generation.
Subsequently, Sandra Bessudo, founder and director of Malpelo and other marine ecosystem foundations and former senior advisor to the President on Environmental Stewardship, Biodiversity, Water and Climate, introduced the plastic recycling process Change. Veronique Fauchere said: “On behalf of TAG Heuer, I am delighted to welcome Paulina to our family of brand friends. She is bold, adventurous and adventurous, just like TAG Heuer. I am also proud to join forces to support such an important cause.”
Paulina Vega, wearing the Aquaracer Lady inspired by the underwater world, added: “I am thrilled to be working with TAG Heuer towards an ambitious but necessary goal. The first step is to spend our time educating , raising awareness and making lasting change.” Proceeds from TAG Heuer watches purchased in Colombia will be used to raise funds for a plastic compactor donation for two months beginning September 26.
About TAG HEUER
In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chauxde-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars,
Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: Aston Martin RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia, such as Manchester United, the English Premier League,…; Trendsetters like it-girl Bella Hadid and Cara Delevingne, the American star quarterback Tom Brady, Music Superstar J Balvin, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!
#DontCrackUnderPressure is more than a claim – it is a mindset.