TAG HEUER BALANCES A RICH HERITAGE WITH FORWARD-THINKING COLLABORATIONS LIKE PORSCHE AND NINTENDO. HOW DO YOU NAVIGATE THIS BLEND OF TRADITION AND CULTURAL INNOVATION?
Cultural relevance and authenticity are our guiding principles. We believe authenticity is the new currency of luxury. People want real, grounded stories, not marketing gimmicks. At TAG Heuer, we’re not chasing easy likes; we’re building narratives that emotionally resonate. Our Formula 1 partnership is a prime example. With over 60 years in the sport and 15 world champions wearing TAG Heuer, it’s a deeply authentic relationship. At the same time, F1 has evolved into a cultural phenomenon, which aligns perfectly with our goal of staying relevant while honoring our heritage.
THE ‘DESIGNED TO WIN’ CAMPAIGN MARKS A SIGNIFICANT CHAPTER FOR TAG HEUER. WHAT INSPIRED THIS NEW DIRECTION? AND HOW DOES IT REFLECT THE BRAND’S EVOLUTION?
‘Designed to Win’ distills the brand’s core values: mental strength, high-stakes performance, resilience, and discipline. It represents a new chapter in our communication strategy. It draws on elements from past campaigns, such as strong black and white visuals and a focus on critical moments of performance, while reinforcing TAG Heuer’s position as a powerhouse of Swiss watchmaking and Official Timekeeper of Formula 1.
TAG HEUER’S PARTNERSHIPS, SUCH AS WITH RYAN GOSLING, PORSCHE, AND NINTENDO, ARE QUITE DISTINCTIVE. WHAT’S YOUR STRATEGY FOR SELECTING THESE COLLABORATORS, AND HOW DO YOU DEFINE THEIR SUCCESS?
We look for the right partners for the right project. Different horses for different courses. Ryan Gosling, for example, embodies creativity, reinvention, and a deep connection with the spirit of driving, which made him a perfect fit for the Carrera collection. With Nintendo, the aim was to introduce a playful, surprising side of TAG Heuer. Collaborations must have a strategic fit. Success isn’t just in sales. It’s in storytelling impact and how well the partner amplifies our brand values.
HOW DOES TAG HEUER REDEFINE ‘LUXURY’ FOR A GENERATION THAT VALUES EXPERIENCES ALONGSIDE CRAFTSMANSHIP, PARTICULARLY IN THE DIGITAL AGE?
Luxury today is about impact. If you don’t cut through the noise, you’re invisible. Every touchpoint, from our boutique experiences to the way we use screens and immersive content, tells a story. Even the design of our booth at Watches & Wonders is built to engage. For us, it’s about using technology and storytelling to create memorable, emotional connections.
TAG HEUER EXCELS AT STORYTELLING, AS SEEN IN THE CARRERA RELAUNCH. HOW DO YOU ADAPT THESE NARRATIVES FOR DIGITAL PLATFORMS, ESPECIALLY FOR GEN Z, WHO MAY BE NEW TO MECHANICAL WATCHES?
Social media is a strength for us, and we tailor content to each platform. But the core remains the same: great storytelling. It must be engaging, entertaining, and high-quality. The goal is to make an impact. At Watches & Wonders, our booth content subtly teaches and immerses without overwhelming. People don’t even realize they’re learning. It’s seamless.
HAVING LED TEAMS IN MONACO, LONDON, AND SWITZERLAND, HOW DO YOU CULTIVATE A GLOBAL TEAM CULTURE THAT ALIGNS WITH TAG HEUER’S INNOVATIVE SPIRIT?
It’s about shared passion and commitment to each other, not just the brand. We celebrate wins, learn from each other, and have fun doing it. This fosters trust and inspiration. If you want to sell inspiration, you need to start by inspiring your team.
WITH TAG HEUER BACK AS THE OFFICIAL TIMEKEEPER OF FORMULA 1, HOW ARE YOU REIMAGINING THIS PARTNERSHIP? WHAT NEW TIMING TECHNOLOGIES OR FAN ENGAGEMENT STRATEGIES ARE YOU IMPLEMENTING?
F1 is central to our storytelling. It aligns with our values of precision, mental strength, and performance. We’re creating immersive fan activations at every Grand Prix, from simulators to boutique events to countdowns. We’re also collaborating with F1 on advanced timing technologies, potentially increasing timing precision. The engagement from events like our pop-ups in Shanghai and gala in Tokyo has been phenomenal.
ARE THERE ANY UPCOMING PRODUCT LAUNCHES, IMMERSIVE EXPERIENCES, OR UNIQUE STORYTELLING INITIATIVES YOU CAN HINT AT?
We launched our “Design to Win” campaign at Watches & Wonders. It’s about pushing limits with mental strength and ambition. The novelties are exceptional, and our booth experience ties everything together with immersive storytelling, Formula 1 cars, and rotating content. It’s all designed to reflect the spirit of TAG Heuer and where we’re headed.
