Tag Heuer’s chief government Frédéric Arnault goals to develop the luxurious watch model right into a $1 billion firm. And with its newest multimillion-dollar promoting marketing campaign that includes model ambassador Ryan Gosling, it already has the mindset of a billion-dollar model.
The LVMH-owned Swiss firm, based in 1860 by Edouard Heuer, has been below the route of Arnault because the summer time of 2020. He sees the model as being “a wedding” between watchmaking historical past, iconic design and innovation, whereas reflecting the pace of sports activities akin to motor racing, tennis and golf.
“We have been one of many first manufacturers to actually care about branding, past watchmaking,” Arnault instructed Adweek. “And with very robust values across the notion of efficiency of sports activities, however not any sports activities—these of pace, racing and the notion of timing, as a result of we have been the leaders in stopwatches, and the timing chronograph remains to be one thing that’s very core and necessary to us.”
The brand new action-packed marketing campaign options La La Land actor Ryan Gosling being chased as a result of he’s unwilling handy again the Tag Heuer watch he’d been carrying on set. A excessive pace multi-vehicle automotive chase ensues.
The advert was created to rejoice the sixtieth anniversary of the Tag Heuer Carrera vary, with the 5 minute-plus movie that includes a number of Easter eggs referencing the model’s heritage. They embrace the lodge featured at first being named after Carrera creator and longtime influential CEO Jack Heuer’s spouse, Leonarda.
Created by DD Paris, the extremely self-aware movie is all about pace, that includes numerous autos being pushed by the prop grasp attempting to meet up with Gosling as he goals to get away along with his prized possession. Its writing is sensible and realizing, nevertheless it’s additionally an advert stuffed with allure slightly than potential smugness.
And whereas it’s a luxurious model in each facet, Arnault sees Tag Heuer as being “accessible to everybody,” which the movie makes an attempt to convey.
We’re seeing a powerful dynamic, robust progress in all the important thing markets on this planet and a rising desirability for our watches.
Frédéric Arnault, CEO, Tag Heuer
