COACHELLA BOUND: Tag Heuer is headed to Coachella.

The Swiss luxury watch brand revealed that it will be the official watch partner of the Coachella music festival, which takes place on the weekends of April 15 and April 24 in California.

Tag Heuer will host a branded tent in the VIP area that will feature a photo booth, which will create social media content, and a Connected Watch display that lets guests engage with the brand’s newest product. Tag Heuer will also preview the Special Edition Carrera, which is a mechanical version of the Connected Watch.

While Kilian Muller, president if Tag Heuer North America, said it has partnered with music festival mainstays before, such as David Guetta or Martin Garrix, who are both brand ambassadors, this is the first time the brand has been an official sponsor at a festival.

“Tag Heuer has long supported musical talent and events as a way to interact with different audiences outside of the activities that are traditionally associated with a luxury sports brand,” said Muller. “Coachella is one of the most popular music festivals in the world and has become an icon of festival culture. We’re thrilled with the partnership as it is a natural progression in our quest to communicate the values of Tag Heuer through music.”

According to Muller, Tag Heuer isn’t targeting a specific demographic such as Millennials but rather trendy people in general who like to wear the latest accessories.

The brand recently named Tom Brady as an ambassador. Other ambassadors include Cara Delevingne and Cristiano Ronaldo.