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Hubert
··TAG Heuer Forums Moderator
Are Brand Ambassadors Useful in Watchmaking?
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Hubert
··TAG Heuer Forums ModeratorWho?
Tim Howard is the most capped goalkeeper in history for the U.S. Men’s National Soccer Team, with a total of 118 matches to date and was the starting goalkeeper for the 2010 and 2014 World Cup teams. Howard began his professional career playing for Major League Soccer club, MetroStars, for six seasons before signing with Manchester United F.C. Howard played 13 seasons in Europe between two of the top Premier League clubs; Manchester United F.C. and Everton F.C., and joined the Colorado Rapids in 2016.
As a professional athlete, he shares TAG Heuer's core values of dedication to precision and commitment to excellence under pressure.
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OttoWilliam
·No disrespect...but...gosh...maybe they targeted on USA market.
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Hubert
··TAG Heuer Forums ModeratorNo disrespect...but...gosh...maybe they targeted on USA market.
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elbeik
·I promise to buy more watches if Tag Heuer skims on the brand ambassadors battalion hence reducing their prices.
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dtf
·I think maybe I've outgrown Tag as a brand.
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WernerBoeinck
·
Not my ambassador!
But I have to admit that some advertisments of jewellers are noticed. Some weeks ago there was a large picture in the window of my AD. It showed a Lola T70 with the name of Ulf Norinder. I doubt whether the driver on the picture really is Ulf Norinder, he committed suizide years ago. And he was not on the way with "Union Glashütte". To me, the watches were not so interesting. But the car was great! In this case the car was the real ambassador!
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Hubert
··TAG Heuer Forums ModeratorNot my ambassador!
But I have to admit that some advertisments of jewellers are noticed. Some weeks ago there was a large picture in the window of my AD. It showed a Lola T70 with the name of Ulf Norinder. I doubt whether the driver on the picture really is Ulf Norinder, he committed suizide years ago. And he was not on the way with "Union Glashütte". To me, the watches were not so interesting. But the car was great! In this case the car was the real ambassador!
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WernerBoeinck
·You should take a picture the next time you go!
Well, with permission of Christ jewellers here is the picture of the Norinder Lola T70. He seems to be a very special guy. Born in 1934, he died in 1978! He sometimes shared his T70 with Joakim Bonnier.
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Hubert
··TAG Heuer Forums ModeratorGreat pics Werner; thanks for sharing! 👍
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Pitfitter446
·Great pics Werner; thanks for sharing! 👍
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Hubert
··TAG Heuer Forums ModeratorI think maybe I've outgrown Tag as a brand.
In other words, by setting these new marketing campaigns and "millennial-focused" ambassadors, LVMH could also be "incentivizing" longstanding customers (or "pushing" - if you ask most of us here) who may have "outgrown" TAG Heuer's target demographics (given JCB's current strategy for the brand), to go "up market" into Zenith and Hublot.
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calibre11user
·Yeah, the US market is the obvious target. Although, given that most Americans follow a different kind of "football", the target demographic could expand to the rest of the Americas.
TAG Heuer already has the biggest American football branch ambassador of them all.
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Pitfitter446
·You made me wonder if this could also be part of their current strategy. 😕
In other words, by setting these new marketing campaigns and "millennial-focused" ambassadors, LVMH could also be "incentivizing" longstanding customers (or "pushing" - if you ask most of us here) who may have "outgrown" TAG Heuer's target demographics (given JCB's current strategy for the brand), to go "up market" into Zenith and Hublot.
Risky strategy, who can say if TH owners will move to those brands in the "going up market" process?
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Hubert
··TAG Heuer Forums ModeratorRisky strategy, who can say if TH owners will move to those brands in the "going up market" process?
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elbeik
·We're assuming you'd be moving upwards within the same group, not going to Omega, or IWC for instance.
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elbeik
·I think if you are put off by the mutant Carreras, it is unlikely you would move to Hublot.
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Aquagraph
·I think there are only two possible ways of answering this:
- Watch brands collectively don't understand marketing- despite the fact that ambassadors don't drive sales, they all (almost all) persist in using high profile people to promote their watches, just as they have done for 40 years
- Ambassadors resonate with some segments of the watch buying market and make a big difference in those segments
I reckon it's clear that its number two. The key is that there is a specific target market for these ambassadors. Not everyone who buys a Renault cares that Renault has a Formula 1 team...but that's OK, because Renault believe that the most cost effective way to target a certain segment is via F1.
Flip the question around the other way- does the non-watch-lover buyer care that TAG Heuer has brought back the Autavia, a watch that was created before he- maybe even his father- was born? Nope, he just wants an Aquaracer. I imagine this buyer would find it totally weird that a group of people would be interested in going to Switzerland to spend a few days looking at other people's watches at a Collectors Summit!
I love that David is the most level headed person on this forum. 😎
