Wi Ha-jun, Soo Hyun, and No Sang-hyun met at the 'TAG Heuer X Malbon Golf' event | 1 — [Photo source = TAG Heuer]

Swiss luxury watchmaker TAG Heuer held a launch event for the new TAG Heuer Connected Calibre E4 - Malbon Golf Edition at Lotte Department Store's AvenueL branch in Jamsil.

Wi Ha-jun, Soo Hyun, and No Sang-hyun met at the 'TAG Heuer X Malbon Golf' event | 2 — [Photo source = TAG Heuer]

This partnership celebrated the rich watchmaking heritage and iconic design of TAG Heuer, and the vibrant and street sensibility of Malbon Golf, based on their common ground of trying new things, not following trends, and pioneering unique paths. The launch event and pop-up held at the Lotte Department Store AvenueL branch in Jamsil were designed to celebrate the partnership between the two brands, featuring a special display of golf concept characters from TAG Heuer X Malbon Golf, a photo zone, and a golf putting game that incorporates features of the new product.

Wi Ha-jun, Soo Hyun, and No Sang-hyun met at the 'TAG Heuer X Malbon Golf' event | 3 — [Photo source=TAG Heuer (TAG Heuer)]

Wi Ha-jun, Suhyun, Noh Sang-hyun met at the ‘TAG Heuer X Malbon Golf’ event | 4 — [Photo source=TAG Heuer (TAG Heuer)]

Wi Ha-jun, Suhyun, Noh Sang-hyun met at the ‘TAG Heuer X Malbon Golf’ event | 5 — [Photo source=TAG Heuer (TAG Heuer)]

The launch event was graced by TAG Heuer's brand ambassador Wi Ha-jun, along with actors Suhyun and Noh Sang-hyun.

Wi Ha-jun, Suhyun, Noh Sang-hyun met at the ‘TAG Heuer X Malbon Golf’ event | 6 — [Photo source=TAG Heuer (TAG Heuer)]

Both brands' special partnership celebration was attended by each brand's CMO and CEO. This event was particularly meaningful as TAG Heuer's CMO and Malbon's two CEOs directly communicated with the guests.

The TAG Heuer Connected Calibre E4 45MM X Malbon Golf Limited Edition can be referred to as "a caddy worn on the wrist." Automatically tracking shots on the golf field, this device provides distance information for the next shot and recommends the suitable club, allowing players of all levels, from beginners to professional golfers, to fully concentrate on enjoying the game. Moreover, it delivers outstanding performance not only on the golf course but also in everyday life, boasting all-day battery life, thus eliminating the inconvenience of having to switch between multiple watches.

‘TAG Heuer X Malbon Golf’ event scene with Wi Ha-joon, Soo Hyun, No Sang-hyun | 7 — [Photo source=TAG Heuer (TAG Heuer)]

This watch is considered one of TAG Heuer's most versatile. The TAG Heuer Connected Calibre E4 45MM X Malbon Golf Edition features a bezel engraved with 18 markings representing the 18 holes of a golf course and the phrase "Golf Edition," and a 45MM titanium grade 2 case with DLC coating, showcasing a lightweight design suitable for sports activities like golf.

‘TAG Heuer X Malbon Golf’ event scene with Wi Ha-joon, Soo Hyun, No Sang-hyun | 8 — [Photo source=TAG Heuer (TAG Heuer)]

Using turquoise blue, green, and yellow tones inspired by Malbon Golf's branding, this collaboration subtly highlights the partnership, bringing vitality to the watch. To commemorate the collaboration between the two brands, this limited edition features a special watch face with a joint brand logo and a Malbon character wearing a cap with the TAG Heuer shield. TAG Heuer's CMO, Georges Kern, said, “We are delighted to collaborate with Malbon Golf, which shares a similar innovative brand philosophy to TAG Heuer. This timepiece is dedicated to golfers who truly love golf while also caring about style.”

Meanwhile, the pop-up event will run until March 6th at Lotte Department Store AvenueL Jamsil Branch on the second floor, where a TAG Heuer golf ball with personalized engraving will be presented to visitors who make a reservation through Naver and visit the pop-up zone. Product inquiries can be made at all nationwide TAG Heuer Connected watch retail stores.