At an altitude of 3'454 meters above sea level, the Jungfraujoch glacier in Switzerland, known as the Top of Europe, was the setting for an event hosted by TAG Heuer and its Chinese ambassador, the singer G.E.M., who set the mountains ringing to the tune of Chinese pop rock.

A unique event on “Top of Europe”. A first: thanks to Swiss watch brand TAG Heuer, a Chinese music star – the composer, dancer, musician and actress G.E.M. – performed today on the famous Jungfraujoch glacier for an audience of more than 200 Chinese fans who had travelled from China and all over Europe.

G.E.M. is a household name in China. A generational phenomenon throughout the country and across Asia. Young, beautiful and talented with a powerful voice and a sought-after look, she is the epitome of success and, at just 24, is admired by an entire generation of youngsters who know her songs by heart.

At the invitation of TAG Heuer, G.E.M. - which stands for Get Everybody Moving - decided to come and perform in Switzerland. And - as expected of her - the performance took place on a dazzling stage which she had designed down to the very last detail alongside the Swiss watch brand, for whom she has been an ambassador since early 2015. Arriving by helicopter after a flight over the Swiss Alps, she was met by Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer.

On a stage built on the snow in the form of the TAG Heuer logo, she presented the new G.E.M. TAG Heuer Formula 1 Steel & Ceramic Special Edition Watch with a touch of pink, and sang her biggest hits, including Someday I'll Fly, Intoxicated and Heartbeat: a real physical feat at this altitude. 

Of course, no one could resist a few of the great Swiss clichés to top off this unique event: Bernese mountain dogs, as well as Alpine horn players and an opportunity to taste Mr. Biver's very own cheese. To continue the fun, G.E.M. extended her performance by descending the glacier's Snowpark on a zip wire. Her motto really is #DontCrackUnderPressure!

Jean-Claude Biver, President of the LVMH Group Watch Division and CEO of TAG Heuer, stated: "Thanks to her amazing character and infectious energy, G.E.M. has really accelerated TAG Heuer's ability to connect with youngsters in China and Asia in general. We succeeded in staging an event that might have seemed outlandish, thanks to her perseverance and professionalism and that of the teams, in particular from the Jungfraubahnen / Jungfrau Railsways, who I would like to thank for their welcome. Our Chinese friends will remember this event for a long time - an event organised in their honour and which illustrates the friendship between our two countries".

Urs Kessler, CEO of the Jungfrau Railways, added: ”Jungfrau Railways has been actively targeting the Chinese market since 1996, and pioneered the development of this travel market in the 1990s. In 2002, the company linked the Jungfrau with its Chinese ‘partner mountain’, Mount Huangshan (Yellow Mountains). Two years later, the first official Chinese tour group visited Switzerland and the Jungfraujoch – Top of Europe. Today, Jungfrau Railways has two own representatives in China. The joint event with TAG Heuer and G.E.M. allows Jungfrau Railways to continue to strengthen its position on the Chinese market and convey typically Swiss values to an Asian audience of millions.”

About G.E.M.

Born into a musical family in Shanghai, G.E.M. displayed her talents early— Since her debut at 16, the subsequent run of her number one hits is unprecedented in China, as displayed by her loyal fan following of 23-million. G.E.M.’s ability to switch effortlessly from pop, rock, R&B and rap, in Cantonese, Mandarin and English, have made her a hit with audiences around the world. The country’s top-selling female artist, with two sold-out world tours under her belt and another North American Tour set for November 2015, she strives to live up to what G.E.M. stands for — Get Everybody Moving. G.E.M. has also acted as the ambassador for many charitable organizations and has become a positive role model for the global youth population. What sets G.E.M. apart is not just talent or the sheer joy we hear in every gorgeous note, but her total dedication to her craft. In 2015 alone, G.E.M. became the new TAG Heuer global ambassador, She shows no signs of slowing down in the near future, with plans such as being the first Chinese singer to travel and perform in space in 2016, we can expect to see a lot more from this young, budding artist.

About Jungfrau Railway Holding AG

The Jungfrau Railway Group is the largest mountain railway company in Switzerland. Its main activity is the operation of excursion railways and winter sports facilities in the Jungfrau region. The most profitable segment is the trip to the Jungfraujoch – Top of Europe, situated 3,454 meters above sea level, within the UNESCO World Heritage Site Swiss Alps Jungfrau-Aletsch. The Jungfraujoch is an especially popular destination for Asian guests. In 2014, for the first time, over 850,000 guests travelled to Europe's highest-altitude railway station: a total of 866,000 people visited the Jungfraujoch which represents the best result since the opening of the Jungfrau Railway in 1912.