TAG Heuer

Tag Heuer The 4th largest luxury watch brand.

Strategy

TAG Heuer watches were made of stainless steel and conveyed a strong images associated with sport, speed and in particular extreme sports.

They wanted to launch the concept of watches made of gold, with the aim of increasing the breadth of sales in particular to a larger higher value international market.

Outcome

Created messaging and imagery that would align the new gold watches by association to famous individuals of sport, racing and advertising. The very people that had established the values and image of TAG Heure’s brand.

The companies heritage of having produced iconic watches was used to establish later a new market in the reissuing of those historic watches.

The brochure successfully established the shift in TAG Heures product strategy increasing considerably its international sales, and the launch of historical watch designs. The brochure won several international design awards.