Time does not wait – that’s the English translation of the Arabic Calligraphy you’ll find on the newest dial of the Tag Heuer Connected Watch. The distinctive Arabic dial was designed by Lebanese street artist Yazan Halwani, and was launched in Dubai on September 7, just a few days ahead of Eid Al Adha. The watch face is free to download for new and existing users of the Tag Heuer Connected Watch.
Several watch brands have recently introduced mechanical watches featuring Eastern Arabic numerals on their dials, however, with the introduction of this new dial, Tag Heuer becomes the first Swiss brand to offer an Arabic dial on a smart watch. The new dial boasts Eastern Arabic numerals at the 12, 3, 6 and 9 o’clock positions, with the Arabic calligraphy forming the base of the dial.
Tag Heuer initiated the collaboration with Halwani with the goal of creating an ‘exclusive design appealing to Middle-Eastern customers, with a strong meaning related to time’. Halwani has made a name for himself with his street art, which can be found in Lebanon, Tunisia, France, Singapore, Germany and the UAE.
The Arabic watch face joins the 10 existing Connected Watch faces – the earlier 10 were all designed by Tag Heuer ambassadors including David Guetta and Cristiano Ronaldo. Although Halwani is not a Tag Heuer brand ambassador, the Swiss brand decided to go ahead and approach the artist for the project. “With the Connected Watch breaking away from traditional watchmaking, we were looking for an emerging artist with a unique and innovative approach,” said Anne-Claire Richomme, Marketing and Communications Manager of TAG Heuer Middle East. “Yazan Halwani was the perfect match to bring this project to life.”
On his approach to designing the dial, Halwani said, “For the TAG Heuer Connected Watch Arabic face specifically, my concept was to use the statement ‘Time Does Not Wait’, which refers to the need to rethink tradition in an art form or in our modern life; to move away from stagnation and adopt a more constructive attitude”.
The Connected Watch officially launched in the Middle East earlier in 2016 (read our story here), and can be purchased at Tag Heuer boutiques at a starting price of $1,500 (on a rubber strap).
To learn more about the Connected Watch, click here.
Check out some of Halwani’s international work below.