TAG Heuer China // Content and digital
This is the Hao Shi Journal, an online lifestyle magazine to entertain, educate, and empower the young emergent luxury consumers of China. As they began stepping into an arena of world class events, media and fashion, we wanted to provide them with not only entertainment, but service in the form of advice, tips and ways to navigate this new arena, all while immersing them in the “sportsman luxury” ethos Tag Heuer expounds, an aesthetic that was novel to the Chinese mindset.
Issue 1 subject matter was the Chinese Grand Prix in Shanghai, and Tag Heuer personalities Lewis Hamilton and Jensen Button.
Issue 2 centered on the America's cup, nautical watches, and the Beijing release party for the new TAG Heuer line.