TAG Heuer (Switzerland)

Luiz Moutinho

Chapter 10 in Worldwide Casebook in Marketing Management, 2016, pp 349-365 from World Scientific Publishing Co. Pte. Ltd.

Abstract: When wristwatches are more for fashion than function, they are often the first accessories people notice. In the world of luxury watches, TAG Heuer occupies an important position. Its brand is considered as a status symbol, listed in parallel with the brands of BMW in the luxury car market and Rolex's Rolls Royce. TAG Heuer is a Swiss watchmaker known for sports watches and chronographs. It is a division of the leading luxury goods company Louis Vuitton Moet Hennessy (LVMH). The company motto is “Swiss Avant-Garde Since 1860”. TAG Heuer provides dozens of classic models in its portfolio and as well as strong links to popular sports such as Formula One. It is especially famous for its chronographs.

Keywords: Marketing Management; Innovation; British Airways; Red Bull; Nintendo; Google; Microsoft; Cacharel (search for similar items in EconPapers)
JEL-codes: M10 M30 (search for similar items in EconPapers)
Date: 2016
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