SOME THINGS CRACK UNDER PRESSURE PLUS

This is a shift from Hollywood-style personalities to athletes (for the most part) ÷ which we anticipate to be a continuing trend moving forward for the brand. The initial TAG Heuer ads for the new campaign will feature people such as Cristiano Ronaldo, Maria Sharapova, Steve McQueen, and Patrick Dempsey. The new advertisements that will feature the “Don’t Crack Under Pressure” slogan attempt to display this new focus on the personalities behind the brand. For them, the core value of the campaign is to communicate on the brand’s “unbreakable determination.” To leverage this concept, TAG Heuer will focus a lot more on its brand ambassadors who highlight these traits in their lifestyles and accomplishments. TAG Heuer themselves indicate that the new “Don’t Crack Under Pressure” campaign is inspired by the brand’s image and popularity during the 1990s. If our hypothesis is right, the group overall wants to benefit from a wider range of price points in the luxury watch segment, not only by technically having products available, but entire brands that strongly cater to distinct demographics. TAG Heuer focusing more on entry-level luxury price points makes a lot of sense for the group overall in being able to capture a wider spectrum of dollars spent. Jean-Claude Biver (former CEO of Hublot), who now oversees the watch making division of LVMH, more than likely saw a gap in their line-ups, which did not offer a lot for buyers looking to purchase something very compelling in the $1,000 or so price segment.

LVMH brands include TAG Heuer, Bulgari, Zenith, and Hublot, and they are all at high-end price points, with little on the entry-level side. With their new direction, we believe that TAG Heuer will focus a lot more on the $1,000 – $3,000 watch price segment moving forward.Īs part of the LVMH group, another good reason for TAG Heuer to return to a more accessible price point is simply a matter of filling holes in the industry.

SOME THINGS CRACK UNDER PRESSURE PLUS

TAG Heuer brand fans of course also know about TAG Heuer’s very high-end watches in the $50,000 and $100,000 plus segments.

Over the last several years, TAG Heuer has attempted to climb not only into the $3,000 – $5,000 price segment, but also the $5,000 – $8,000 price segment. “Don’t Crack Under Pressure” is intended to focus on a more youthful demographic, and sources indicate that TAG Heuer will return a bit more to “affordable” watches in some of the price ranges it was more known for in the 1990s. TAG Heuer, like many other watch brands, has experienced a lot of change over the last decade not only because of shifting economies, but also because of how the major players in the watch industry receive and/or produce mechanical watch movements. TAG Heuer has evolved and developed a lot over the last few years, but for 2014 their new “Don’t Crack Under Pressure” slogan is more than a new marketing message, but an indicator of a new direction for the Swiss watch maker overall.

Some things crack under pressure