TAG Heuer - China As A Target
New flagships, a high-profile Brand Ambassador and a high-octane ad campaign: TAG Heuer has registered record growth in China over the last few years, and is now ramping up operations even further, both in China and abroad, in a determined bid to increase its share of China's booming domestic and travel markets.
The Swiss brand's investments in China are only second to what it spends in the United States. The fourth luxury watch brand in the world, it seeks to reach the top-tier of the lucrative watch market in China, where it is forecasting a more than 50 % annual growth in sales in the next coming years.
Indicative of TAG Heuer's ambitions was the surprise announcement on October 13th that film and television star Chen Daoming has signed on as the brand's China Ambassador. Known as the "Emperor of Chinese Drama," Chen is one of the most respected actors in China.
"We couldn't have found a better ambassador of TAG Heuer's values than Mr. Chen," said TAG Heuer CEO and President Jean-Christophe Babin. "A man of many talents — actor, director producer — he has earned the respect and admiration of generations of Chinese fans, yet remains quietly modest and devoted to his craft. Like TAG Heuer, he is never satisfied by his past achievements, but keeps pushing the boundaries. We have big plans in China, and having Mr. Chen on our side will be a huge asset."
TAG Heuer has been focused on the Chinese market since the late 1990s. In the last five years, however, it has significantly increased its brand-building efforts, adding several new shops, including destination boutiques on fashionable West Nanjing Road in Shanghai and Shin Kong Place in Beijing. TAG Heuer operates currently in 120 multi-brand points of sales and 10 stand-alone boutiques in China. The long-term goal is 250 points of sales and 40 boutiques.
"Establishing a b presence in China is a top priority," said Jean-Marc Lacave, President of LVMH Watch & Jewellery Asia Pacific. "Of the 120 countries where TAG Heuer operates, China is our sixth biggest market. Our goal is to make it number four, on par with Europe and the United States. It is already our number one market for the Meridiist mobile phone, but we want to broaden brand awareness of our entire product range, from watches to eyewear to our signature lines of leather goods. The Chinese travel market is also key — the growing number of affluent Chinese tourists throughout the world calls for a b brand identity both in China and abroad. This is why TAG Heuer has launched aggressive campaigns not just in China but throughout the region — in Hong Kong, where we already have five major boutiques, plus Singapore, Australia, Thailand, and in Switzerland, France and the United States, which have all become popular travel destinations for affluent Chinese tourists."
"We've worked hard to grow our brand in China, "said Babin. "Now we're seeing the payoff. But it's no time to slow down. We have to push ourselves even harder and build on this success."
Rated 
In stock
[Rating:(5 / 5 stars)]
Sale Price:US$279.00
Sale Price:US$258.00
Sale Price:US$298.00
Sale Price:US$248.00
Sale Price:US$239.00
Sale Price:US$269.00
Sale Price:US$259.00
Sale Price:US$299.00
Sale Price:US$238.00
Sale Price:US$249.00
Sale Price:US$249.00
Sale Price:US$249.00
Sale Price:US$239.00
Sale Price:US$299.00
Sale Price:US$289.00
Sale Price:US$239.00
