We spoke to Lamia Rault, Managing Director of TAG Heuer for the Middle East, India, Africa and Tükiye, during the Doha Jewellery and Watches Exhibition (DJWE) and she shared details about the brand and her expertise in the field.

OHLALA – Can you tell us how watchmaking entered your life? Was there a specific moment when you realised you wanted to follow this career path?
Lamia Rault –
It all began when I was quite young. My father used to travel frequently, and each time he returned, he would gift me a watch. So initially, watches and watchmaking were linked to the joy of gift giving. Later, I had the opportunity to attend a watchmaking workshop, where I discovered that a watch is much more than just a timepiece – it’s a work of art, technical prowess and valuable materials. As I grew older, I came to appreciate the gift of time itself and how precious it is. This enchantment with watches eventually drew me to Switzerland, the epicentre of this field, a decade ago. There, I found myself naturally drawn to pursue a career in this area.

OHLALA – What part of the watchmaking process do you find most interesting?
Lamia –
My journey at TAG Heuer began with managing an exceptional team focused on design and product development. This role placed me at the core of the brand, where product strategy takes shape. I found this aspect particularly captivating because it involves analysing trends, understanding customer expectations, fostering innovation and, ultimately, crafting a product plan that resonates with our audience. Being part of this process felt like contributing to the brand’s narrative and, personally, I find joy in the intersection of craftsmanship, creativity and design.

OHLALA – You joined TAG Heuer in 2022 and recently became the Managing Director in the Middle East, India, Africa and Türkiye. What do you aim for with this new position?
Lamia –
My aspirations for this new role are multifaceted. Firstly, I aim to sustain and further drive the business growth that TAG Heuer has experienced in the region. Additionally, I seek to leverage our rich heritage and values to strengthen our presence. Developing and nurturing a high-performing team is also a priority, alongside fostering collaboration and building robust relationships with both customers and partners. I believe that these endeavours will be instrumental in achieving success in the region.

OHLALA – TAG Heuer is more than a watch brand; it is a whole universe involved in collaborations and sports such as tennis and motorsports. How important is it to the brand to have these partnerships?
Lamia –
Indeed, TAG Heuer’s identity extends far beyond being a mere watch brand – it encompasses a comprehensive universe of collaborations and sports engagements. These partnerships are paramount as they contribute to crafting a 360-degree brand experience for our customers. By aligning with entities that share our passion and values, particularly in sports and motorsports, such as our longstanding partnership with Oracle Red Bull Racing, we not only reinforce our brand DNA but also add substantial value.

OHLALA – TAG Heuer launched a limited-edition watch during DJWE. Can you tell us a bit more about this timepiece? What is so special about it?
Lamia –
Our latest offering, Carrera Qatar Limited Edition, is a testament to our dedication to celebrating cultural richness and diversity. Previously made for 2020 and 2021, it’s developed in collaboration with our esteemed partner, Al Majed Jewellery. This timepiece pays homage to Qatari culture through its design and symbolism. The dial, adorned with the distinctive Al Adam (Maroon) colour inspired by the national flag, features Arabic numerals – a first for this model. This elegant 41- mm timepiece is limited to just 150 pieces and available exclusively in Qatar, making it highly sought-after and likely to sell out rapidly. Limited editions like this not only appeal to collectors but also provide a unique brand experience, fostering a special connection with our local customers and enthusiasts.

For more information on TAG Heuer collections,
please call the boutiques at Place Vendôme Mall on 4008 0936 and
Doha Festival City on 7722 9907.

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