Tag Heuer shifts marketing focus amid wider transformation
As it celebrates its 165th birthday, Tag Heuer is overhauling its marketing to focus on brand over specific models to provide clarity about what the LVMH-owned watch brand represents.
Luxury watch brand Tag Heuer has overhauled its marketing strategy, shifting the focus from individual models to the brand itself, as it enters “a new era”.
As it celebrates its 165th anniversary, Tag Heuer has unveiled a new campaign and tagline – ‘Designed to Win’ – which it believes captures the essence of the brand.
The new line is taken from Tag Heuer ambassador and former F1 driver Ayrton Senna, who said in a 1990 interview: “I’m not designed to come second or third; I’m designed to win.”
