Chapter 7: Business Marketing

TAG Heuer, maker of some of the most beautiful and luxurious sports watches in the world, happens to fall on both sides of business marketing. They are both buyers and sellers of product, buyers in the process of creating their intended finished products, such as the watches in their Aquaracer, Formula 1, Carrera, and Grand Carrera lines, which are then sold to resellers such as Tourneau, Macys, and Nordstrom's.

TAG Heuer is what you call an Original Equipment Manufacturer. If you take a watch such as the TAG Heuer Grand Carrera Automatic Chronometer Chronograph RS2, a watch retailing for $8,000, you might think it's a completely manufactured product from TAG.... think again. The crystal on the case is purchased from an outside source, as well as the most important part of the watch - the movement! The watch's movement is actually an ETA Base 2894, but you wouldn't know that because TAG Heuer states it's a "TAG Heuer Caliber 17 RS". TAG takes the base movement, makes a couple of tweaks such as the replacement of a hairspring and rotor, and calls it a day. Most companies in the introductory luxury market buy component parts and processed materials in order to make a cost effective finished product. This is completely understandable for watches in the $1,000 - $5,000 price range, but with the cost of products rising as well as the possibility of ETA no longer being a supplier to TAG Heuer, things might start to change... very soon.

Once these products are complete, they are then sold to Authorized Retailers, such as Tourneau, Macys, Nordstrom's, and Bloomingdale's, among others, who then in turn sell them to the public. Along with the watches being provided, are materials such as displays and catalogs for the public to see what's new or preview the next big thing from them!

Chapter 8: Segmenting and Targeting Markets

When running such a huge operation such as TAG Heuer, one of the most crucial aspects is knowing who to target. Who is most likely to purchase your product? Who is most likely to purchase a TAG Heuer Grand Carrera, or a Aquaracer, or a Link? Each line is made for a specific target market. The target markets are segmented into smaller subgroups in achieving the goal of marketing a certain product to a certain group, whether based on age, ethnicity, or sex.

MKTG5 states "Market Segmentation plays a key role in the marketing strategy of almost all successful organizations and is a powerful tool for several reasons. Most important, nearly all markets include groups of people or organizations with different product needs and preferences". Although TAG Heuer's production of their Golf watch seems to be coming to an end, that particular watch was targeted specifically to golf players and enthusiasts. In making the watch light using a titanium case, they felt that particular segment would buy the watch, suiting the specific need of playing golf with a light durable watch, one that would not affect their play on the links. That didn't work so well for them, but TAG Heuer has been very successful with other product items such as their Link and Grand Carrera.

Since TAG Heuer is a company that sells over 1,000,000 units a year, they practice the act of Demographic Segmentation. They make product appealing to a specific market, such as their Grand Carrera(which would be considered income segmentation), which is targeted for the sports enthusiast looking to spend 5-10k on a timepiece or the Formula 1, made to appeal for the young(age segmentation) as well as the person looking to buy an introductory luxury product.

TAG Heuer also sells women products, a market that I've seen pick up over the last couple of years. While TAG Heuer doesn't focus of Ethic segmentation much, they are going to release a series of limited edition Carrera watches in Japan, called the TAG Heuer Carrera Ring Masters, with different color inner bezels, attempting to target the Japanese specifically.

TAG Heuer has always been successful in this practice and over the last couple of years, they have been developing new products to market to those willing to spend $80,000 on a TAG Heuer innovative product(TAG Heuer Monaco V4) as well as product with extremely precise "to the micro-second function", such as their new Mikrotimer.

TAG Heuer: Holiday Plans 2011

Like most swiss watch companies, TAG Heuer has no plans for this holiday season or any in the near future. While some companies might design variations of their product for the holiday season, introduce a new product, or discount an existing product, TAG Heuer remains unassociated with any sort of holiday. Maybe it's due to the fact that they're a global brand, sold throughout 6 of the 7 continents, and might not want to offer a special "Christmas product", unless they offer a "Hanukkah product", or a "Kwanzaa product". But more than likely, you will see TAG Heuer's on sale as many Jewelers and Department stores try to lure in consumers during the busiest season of the year.

Chapter 11: Developing and Managing Products

Some of the most successful individuals and companies in history key to success was thinking out of the box, creating products that had not existed until they created it. Microsoft with Windows, Apple with the personal computer and the smartphone, Perrelet with the automatic watch. In the watch industry, most manufacture's have research and development teams brainstorming ideas every single day to create the next amazing product in the watch industry.

TAG Heuer happens to be one of the most innovative watch companies over the last century. They are responsible for creating the Mikrograph, the first watch accurate to 1/100th of a second, the Mikrotimer, the first miniaturized electronic instrument accurate to 1/1000th of a second, the first automatic chronograph watch with a micro-rotor, and the V4, the first watch using belts as opposed to gears as a method of winding the movement. These are just a handful of examples from the brand that has been "pioneering time since 1860".

TAG Heuer Innovations

To further reiterate their success, TAG Heuer's Mikrograph, one of their most recent innovations, has won "Public Prize" at the watch of the year at a recent industry event.

From TAG Heuer's Facebook page:

THE MIKROGRAPH WINS THE PUBLIC PRIZE

THE TAG HEUER CAMPAIGN WAS VOTED THE BEST 2011 WATCHMAKING CAMPAIGN

On 11 November 2011, during the prestigious Watch of the Year evening organized by the Ringier Group in Geneva, TAG Heuer was twice acclaimed by an audience of over 450 personalities from the world of watchmaking and from communications. The Mikrograph, the first chronograph to display one hundredth of a second, thanks to a central hand, was awarded the best watch of the year by the public, whilst the campaign that supported its launch was awarded the Best Campaign prize. Overwhelming recognition for the brand, the only one who had twice the chance to be on the podium

Prototypes of new innovations are generally revealed at one of the largest industry events of the year, BaselWorld. In 2012, the event will take place in Geneva, Switzerland from March 8-15. I look forward to seeing what TAG Heuer can come up with next!

Chapter 16: Integrated Marketing Communications

MKTG 5 says it best in the opening line of this Chapter. It states "Fews goods or services, no matter how well developed, priced, or distributed, can survive in the marketplace without effective promotion". Awareness of the product is vital for a company to prosper, not only for a short time period, but for 150 years, like TAG Heuer. While always a larger sports watch manufacturer, TAG Heuer has seen rapid growth since being acquired by powerhouse conglomerate, LVMH, on September 13, 1999 for $739 million. Belonging to LVMH has given them a competitive advantage. TAG Heuer produces over 1,000,000 watches a year and now have their own facilities to work on new innovations, such as the Mikrotimer, pictured above.

For TAG Heuer, advertising is its key to success. Year in and year out, TAG Heuer is in the top 5 globally in Swiss watch advertising, spending $22.7 million in advertising in 2010. Due to its higher available funds, you will see TAG Heuer advertising in various channels such as newspapers, magazines, billboards, and store ads. Some of these include Luxury magazines such as Robb Report and Industry magazines such as WatchTime and International Watch.

TAG Heuer public relations is one of the best I have personally experienced. When the Tiger Woods scandal broke, they were one of the first companies to drop him and all of his ads. TAG Heuer just doesn't need the negative publicity. TAG Heuer has moved into the new age with Twitter and Facebook pages. There provide consumers with all the latest news and previews of their products. They are also there to help you. Any questions you have whatsoever, they are there to assist you with any questions or concerns you might have.

While advertising is TAG Heuer's main channel of connecting to consumers worldwide, BaselWorld is one of the most important events for the company yearly. BaselWorld is an industry event where many companies promote their new products for that year as well as concept items. There, they inform the industry on what these particular products do, what they might run, when they are available, as well as giving them the opportunity to hold and preview the product for themselves. In turn, word spreads through these people, as many own a store, work at a magazine, or even have an industry blog. I tend to read many of these blogs and jump for joy when I am informed of these products, being that I unfortunately cannot make the travel to Switzerland to attend this marvelous event. I, for one, am looking forward to the next BaselWorld!

Chapter 10: Product Concepts

TAG Heuer, a global brand, known across the world for their sports wristwatches, have a variety of items aside from watches, including cell phones, leather jackets, and sunglasses. As stated in earlier in my blog, TAG Heuer can only be found at certain locations, at TAG Heuer boutiques and at Authorized Dealers, such as Lord & Taylor and Tourneau.

This is one of the reasons TAG Heuer is considered a speciality product. For a company that sells over 1 million watches a year, there are not as many Authorized Dealers as you would think. TAG Heuer has a reputation to maintain, and AD's are selected after being deemed "worthy" of carrying their product.

When going through the consumer decision making process, especially for an item that will run over $1,000, people are very selective and go through their process before making a luxury purchase.

The general consensus is that TAG Heuer is the powerhouse in the sports watch industry. In my opinion, there is no question, with the vast amount of product available in that category. Though TAG Heuer specializes in sports wristwatches, they have a variety of product lines to suit an individuals needs.

The Formula 1: A sports watch starting at $1,100, inspired by Formula 1 racing. The watch features a coated Titanium-carbide rotating bezel - offered in different dial colors - rubber strap or bracelet - for both Men and Women.

The Aquaracer: A watch designed by divers for divers, water resistant from 300M to 500M. From $1,700 - many different variations available - for both Men and Women.

The Link: What TAG Heuer called the "Elegant Sports Watch". The collection consists of watches that are verstaile, ones that can be worn with both business and casual attire. Starting at $2,000 - many different variations available - for both Men and Women.

The Monaco: The First Square Waterproof Sports Chronograph watch, made famous by Steve McQueen. One of TAG Heuer's most unique and popular watches, among sports and watch entusiasts. Starting at $3,000 - many different variations available - for both Men and Women.

The Golf: A less popular line of watches made by TAG Heuer. Promoted heavily when Tiger Woods first signed on with TAG. Only one titanium model currently in production, at $1,900.

The SLR: A watch created through a relationship between TAG Heuer and McLaren Mercedes-Benz. Very sporty chronograph watches, for the racing car enthusiast. Starting at $4,500 - many different variations available - for Men only.

The Carerra: What TAG calls "the contemporary sports watch inspired by motor racing". Starting at $2,000 - many different variations available - for both Men and Women.

The Grand Carerra: TAG Heuer's most exclusive line of watches. For the person who wants a higher-end sports wristwatch. In this line you will see watches ranging from $4,300 to over $20,000.

Of course, all of these watches come with TAG Heuer's International Repair Guarantee.

Chapter 18: Sales Promotion and Personal Selling

Advertising is the key to introducing and exposing a product to the public, and while sales promotion can do the same, though its goal is short-term and direct - sell now!

We all open up the paper Sunday morning and see tons of coupons inside. We see coupons for cereal, electronics, and supplies. What is scarcely available are coupons for luxury items, especially luxury timepieces. The fact is, stores such as Saks Fifth Ave, Bloomingdales, and Lord & Taylor have sales, almost on a weekly basis. Inventory turnover is crucial to stores, such as those, whose inventory is completely different from one season to the next. Of course, there are always those "exceptions". The fine print below excluding exclusive designers and ultra high-end product, almost always including luxury timepieces.

Walk into a TAG Heuer or any other watch boutique and they all have one thing in common(besides watches) - They do NOT discount. Most high-end companies believe discounting de-values their product. The belief is that the consumer has no reason to believe they are buying a product priced at $5,000, if the watch is consistently being discounted for 50% off. The consumer feels the product is $2,500 and not $5,000, tarnishing the integrity of the product.

Only a year ago, you would see a TAG Heuer selling for up to 40% off - that is until TAG Heuer lowered their discounts to dealers and implemented a new rule stating that dealers are forbidden to sell any of their active product for more than 25% off.

TAG Heuer watches, depending on the model, can generally be purchased for 20% off at a local Authorized Dealer. While TAG might prefer 0%, I am sure they have come to accept the fact that discounts are a part of the shopping experience and generally a help in exposing their product to consumers who might not have bought a timepiece from their company otherwise.

While there are no venues that offer timepiece personal shopping, I highly recommend stores such as Tourneau to view over 100 brands on display. While their salespersons have a bad reputation, they have a couple of veterans willing to help out a new consumer. Most look for the quick commission, but some believe in relationship selling. They not only look to make the sale, but make you into a client of theirs for the future. They will guide you throughout the store in helping you pick the right timepiece.

Chapter 17: Advertising and Public Relations

While not the biggest advertiser in the U.S., TAG Heuer consistently ranks in the top 5 Swiss Watch advertisers every year. In 2010, TAG Heuer ranked 3rd in the Swiss Watch Industry and 4th overall, with only Rolex, Breitling, and Bulova ahead of them. Their advertising strategy could not be more different.

TAG Heuer, without question, has had the most brand ambassadors within the watch industry over the years and their main objective is generally to promote their brand through watch advertisements. TAG Heuer is known for product advertising, focusing on a specific series of watches in each and every ad. While most throw in a picture of their product and promote it solely , TAG is known for their somewhat unique advertising campaigns.

Take a look at the following pictures:

Here you see two different, but similar advertisements with the slogan "What are you made of?"

The advertisement on the left features Uma Thurman with a straight-on picture of the TAG Heuer Link Diamonds and the other featuring Brad Pitt with the TAG Heuer Carrera Tachymetre.

This advertisement can mean something different to everyone, but I see something in common here - two successful actors wearing a TAG Heuer. They are successful in their industry and they wear a TAG Heuer. What do you do and what are you made out of?

This advertising campaign has been running since 2002, featuring celebrities and sports icons such as Tiger Woods, Lewis Hamilton, Steve McQueen, Jeff Gordon and Leonardo DiCaprio, among many others. TAG Heuer states that the advertising campaign's key concepts are "sports inspiration, avant-garde watchmaking, sophistication and identification".

These advertisements feature people some of us admire. We see Leonardo DiCaprio holding the watch in his hand, and want to be just like him. What I love about these ads is the simplicity of them. They promote their product gently, without throwing an oversized picture of the product and their logo and expecting you to just go out and buy it. They know that in using this particular advertising appeal, they are reeling us in, in using someone we might look up to or want to be like.

Aside from this particular advertising campaign, you might see an ad such as this:

The advertisement speaks for itself. It tells the consumer that they've been in business for 150 years, while showing the advancements that have been made from 1860-2010, starting with the traditional(and popular at the time) pocket watch and ending with a current TAG Heuer Carrera model.

While different companies use different mediums to promote their product, you will find TAG Heuer advertising in newspapers, magazines, online, and in outdoor media. Specifically, you will find TAG Heuer advertisements in newspapers such as the Wall Street Journal, in many sports and luxury lifestyle magazines such as GQ and Robb Report, as well as in a big billboard while driving your car down I-95.

Advertising is why TAG Heuer is one of the most well known wristwatch companies. Without the constant reminder of who they are, or the promotion of newer products, they would've never been able to sell the amount(1,000,000+ annually) that they have, year in and and year out. With a great marketing team behind them, they are a force in the industry and will be one for many years to come.

Chapter 15: Retailing

TAG Heuer is one of the most heavily traded Swiss timepiece companies, with distribution spanning over 6 of the 7 continents. As a member of the powerhouse conglomerate, LVMH, location of where their items are sold is vital to the company's future and name. The location must go through a rigorous process before being deemed worthy of carrying their luxury line of wristwatches.

Where can you find TAG Heuer watches? TAG Heuer watches are sold through Department Stores and Specialty Stores. In New York City, for example, you can find TAG Heuer being sold at Bloomingdales, a chain of luxury department stores, Wempe Jewelers, an Independent chain of Jewelry and Watch stores, and Tourneau, a Specialty Watch store carrying over 100 watch brands; among others. These stores are considered ADs or "Authorized Dealers" of TAG Heuer. TAG does not currently have Authorized Dealers to sell their product online, although it is fine for the ADs to sell or show product through their store website - all others selling their product are doing so without the permission of TAG Heuer. TAG Heuer is also sold through their company boutiques. Currently there is 1 in the U.S., located in Las Vegas, NV.

Buying a TAG Heuer watch can be a different experience in each and every location. On Saturday, I decided to visit the Tourneau location in Columbus Circle, to get a firsthand feel as a new consumer interested in TAG Heuer.

I was greeted by a salesman named Adam. He seemed very knowledgeable in watches, in general, but not so interested in TAG Heuer. I started out by asking him to try on the Grand Carrera Calibre 17, which retails at $8,000. Adam was very friendly as I looked at the watch and we began chatting about watches as well as a future cruise my girlfriend and I are taking this winter, which just so happened to be at a place Adam resided in for 3 years. After about 5 minutes, I then asked him if he could take out another watch, the same watch with a mixture of gold and steel. I proceeded by asking which watch he thought looked better as well as which watch he felt suited me the most. He gave his opinions, which were a little biased, but appreciated. There was no question the original watch suited me, but as a middle aged man, his tastes were geared towards the yellow gold. I then proceeded to the IWC section of the store, where he began showing these watches enthusiastically. A sign this was a brand he liked and one he had knowledge in. After trying on a couple, I thanked him and walked around the store for another 2-3 minutes looking at the displays and cleanliness of the store. Needless to say, the store itself got my approval although I felt the salesman could have educated me a little more in guiding me through the process of buying a watch from the name brand I originally came in to look at.

Watch companies are actually aware of such behavior, hence the openings of many brand boutiques on Madision Ave, such as Vacheron Constantin, Hublot, IWC, FP Journe, as well as many others who have opened up a base in Midtown over the last 10 years. They feel their brands are not being sold or pushed properly when among so many others, which is one of the reasons why they prefer stores dedicated to their brand solely. If you go to a brand boutique, they want to educate you and impress you with every intricate detail, that even if you have no interest in buying their product, you will at the end of the day. Although there are no current plans to open a TAG Heuer Flagship Boutique in NY, I'll be expecting their arrival over the next 5 years.

Chapter 6: Consumer Decision Making

With the average TAG Heuer exceeding $1,000, extensive research is conducted before purchasing a timepiece from the company. For my 24th birthday, I decided to buy a sports timepiece that I could wear on a daily basis. Here I'll describe in detail my personal process before making my final decision to buy my present.

Before buying my TAG Heuer Aquaracer, I not only examined the watch carefully in person, I weighed my options.

1. Do I need the watch?

The answer to that was quite simple - No.

A luxury item is never a necessity, but generally a want.

2. Do I want the watch?

Absolutely. My goal was to find a sporty timepiece that I felt was the best bang for the buck, while still buying a product of high reputation and quality.

3. Are there any other watches I can look at?

With my price range approximately $3,000 - $4,000, I knew I had options. I surfed the web to see what those options were. I came back with product from Ball and IWC as possible contenders.

I then asked myself another series of questions.

1. Am I willing to spend $3,000 - $4,000 on a Ball watch?

While in existence for 120 years, they have little recognition within the watch community. My thinking was that if I spend that much money on a product, I'd like to feel like the product reflects the price.

2. Do I like the IWC enough or in this case is it purely the name brand that appeals?

IWC, a watch ranging from $3,000 to over $100,000, has much more recognition than Ball, not as recognized as TAG Heuer, but a product generally categorized as "expensive", and a name brand very well known within the watch community - classified as one of the best. Their Mark XVI was the perfect blend of sporty and classy.

3. Which watch looks the price?

The Ball watch was eliminated, with the final contenders being the TAG Heuer Aquaracer 500M and the IWC Mark XVI. The TAG Heuer Aquaracer 500M variation I wanted consisted of an integrated rose gold bezel, and that became the answer for me. I went back and fourth and without solely looking at the name on the dial, the decision had been made.

Now that I had essentially chosen the product I'm about to purchase, I needed to know from an outside source if the decision I am making is the right one. Is the product worth $3,650(price at the time, now $3,850)? I began looking at nonmarketing-controlled information sources. At the time, I found reviews of the watch on watch blogs as well as watch message boards. These unbiased opinions helped finalize the deal for me. I purchased the watch after 2 months of researching and pondering and have enjoyed it ever since. I have used the same process when buying any product exceeding $500, and have been 100% satisfied each and every time!

Chapter 5: Developing a Global Vision

TAG Heuer, like most Swiss watch manufactures, are Multinational Corporations. Though its main headquarters is centrally located in La Chaux-de-Fonds, Switzerland, their focus is on being global marketers. TAG Heuer, sports wristwatch extraordinaire, has a variety of luxury products aside from wristwatches including luxury mobile devices(TAG Heuer Meridiist) and eyewear. Their products are sold through authorized retailers and brand boutiques - located in Asia, Africa, The Middle East, Europe, and the United States; authorized retailers located throughout 6 continents, Antarctica excluded.

When a company such as TAG Heuer is already achieving success throughout the globe, what must they do in order to further themselves in the wristwatch industry? Open or authorize new locations in growing markets. According to a recent article in WatchTime magazine, many countries across the globe have had a surge in watch sales, with sales in China increasing 47.8%, Thailand 42.7%, and Hong Kong 23.6%, over the last year! Many of us American watch aficionados have learned this news the hard way, with products being pulled from shops in order accommodate these new consumers.

TAG Heuer, like many swiss watch manufactures, has plans to open more brand boutiques worldwide in order to further promote their product. In opening these boutiques, they feel you will be able to enjoy the complete TAG Heuer experience, in learning about even the smallest intricacies in your timepiece, not just buying another watch.

Chapter 4: The Marketing Environment

In the luxury watch industry, TAG Heuer is known as THE powerhouse in the sports watch sector. Their target market for the most part are sports enthusiasts, hence their relationships with F1, McLaren, Lewis Hamilton, Maria Sharapova, etc. To the general public, TAG Heuer is known for their magnificent timepieces priced pointed for even the average joe. They have their extremely popular Formula 1 line, priced from $1,100, which has been a hit in the 18-40 age range, as well as the consumer looking for a reasonably priced product from a well known luxury name brand. Though TAG Heuer specializes in sports watches, they still have product to suit even the savviest businessman, with their Carrera and Grand Carrera lines. With their new Monaco V4, they are testing the market to see whether or not consumers are willing to shell out $80,000 on a watch bearing their logo.

Early 2011, in collaboration with McLaren, they produced a product targeted directly to buyers of the new McLaren MP4-12C with the MP4-12C Chronograph. With an annual production exceeding 1,000,000 watches, their demographic is pretty broad. From the US to South America to China, I can guarantee that you will see a TAG Heuer on someones wrist. Interestingly enough, as of early this year, TAG Heuer has requested that their retailers note general demographic information on consumers purchasing their product - including ethnicity and approx. age. This information is crucial in order to further advance themselves with their existing audience as well as in areas where they are lacking.

Chapter 3: Ethics and Social Responsibility

TAG Heuer is a company I find to be completely "ethical" in its operations. Ethics, according to MKTG 5, is "the moral principles or values that generally govern the conduct of an individual or a group". As one of the biggest wristwatch companies in the world, and one that advertises in almost every luxury magazine, TAG has little room for error. TAG Heuer, like many companies, have brand ambassadors - people who are chosen to represent their brand and "embody the corporate image in appearance, demeanor, values, and ethics". Well, for 10 years their biggest brand ambassador was Tiger Woods, a man who made a living not only on the links, but as the face of many prestigious brands. TAG Heuer did not hesitate for a second in dropping him as their brand ambassador, with CEO Jean-Christophe Babin stating that TAG had to "take account of the sensitivity of some customers". Smart move by TAG. The last thing you need is a man who committed the immoral act of adultery representing your company.

TAG Heuer, to my knowledge, has never advertised or stated anything but the truth. In regards to their product, in the case when an issue arises, they are glad to view their product in their given warranty period and return your product in the condition it should be in, or a replacement of your product. TAG is a company that will continue to prosper as they continue to do the right thing in their consumer's eyes.

Chapter 2: Strategic planning for a competitive advantage

TAG Heuer has most recently developed their first completely manufactured product in its existence with the Caliber 1887. For TAG Heuer, leader of sports and chronograph wristwatches, it must find new ways to continue to further themselves not only in that market but others as well. By creating unique product such as the Monaco V4, it has shown potential to enter this sector of the watch industry and flourish, impressing audiences across the world and opening a new workshop in 2008 in order to focus on developing innovative product and to continue their goal in making timepieces as accurate as possible. If TAG Heuer, a company that focuses on introductory luxury, can continue working on manufacturing higher end product, and appeal to those who are looking to spend $10,000-$20,000 or $80,000(Monaco V4) on a watch, they will gain market share in that level and become a much stronger company overall - one that can not only sell a $1,000 watch, but a $100,000 watch as well. TAG Heuer continues to market themselves as often as an opportunity presents itself. They proved this with the opening of their first US boutique in Las Vegas and ranking 4th among all watch advertisers, spending 22.7 million dollars in 2010. Expect TAG Heuer to increase its presence on the wrists of young adults and adults around the world.

Chapter 1 - TAG Heuer: History and Mission

TAG Heuer is a luxury sports wristwatch and accessories company and a subsidiary of one of the worlds largest luxury conglomerates, LVMH. Although acquired in 1999, TAG Heuer has a rich history dating back to 1860. TAG Heuer is considered one of the largest chronograph wristwatch producers in the world, with an estimated annual production easily surpassing 1 million units. Considered by many enthusiasts as one of the greatest sports wristwatch innovators of all time, TAG is responsible for creating such inventions as the Micrograph, the first watch measuring time with an accuracy of 1/100th of a second and the Monaco V4, the first mechanical wristwatch using transmission belts as opposed to the standard series of gears, and many more over the last 150 years. TAG Heuer's current line - from approx. $1050 - $80,000 - includes various collections of Mens and Ladies wristwatches, quartz and mechanical. Such collections include the Aquaracer, Formula 1, Monaco, Link, Carrera, and Grand Carrera. Over it's history TAG Heuer has maintained successful relationships, further promoting their product among sports enthusiasts, with Formula 1 racing and McLaren and most recently announced as the official watch of the Rugby World Cup 2011. TAG Heuer strives to be the best sports wristwatch company in the world and does an amazing job at promoting their product with past brand ambassadors Tiger Woods and Steve McQueen, and current ambassadors including Maria Sharapova and Leonardo DiCaprio. TAG Heuer's mission - to continually promote their product as the best of it's kind in the world and to remain the pioneer that they have been over the last 151 years.

To learn more about TAG Heuer, visit them at: www.tagheuer.com