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.