... maybe TAG will become less 'aggressive'?
You have to put 10 francs into the pig! 😁But I can't see them abandoning ambassadors, social media is very important to their business and they can't just endlessly recycle the connection with Senna and Steve McQueen, and as yet Max is not in a position to be a World Champion. I think us older people forget that Steve McQueen and Senna mean very little to 20 year olds.
Very interesting interview! 👍 I would like to see TAG Heuer just involved in motorsports and not in football and top models... and specially not involved with the arrogant and prepotent Cristiano Ronaldo 😲 🤦
Motorsport is in the roots of this brand. Its motor racing heritage is unique, and it makes TH different from other wathmakers. Any brand can pay to some famous artists or models to be its ambassadors, but there’s no way to buy such motor racing history (being F1 official timekeeper, and sponsoring racing teams and drivers for such a long time).
So Motorsport IMO should be clearly the main (if not the only) area for sponsorship and brand ambassadors.
Another interesting point:
I think it’s the first official info about there’s a third TH Connected generation coming, in 2020. The Golf Connected seems just a special version of the current Connected Modular 45/41... but I hope the third generation will be compatible with the clever TH Modular system! 🙄
I don't really think any of us would be swayed to buy a watch by an ambassador, the whole point of an ambassador is really to spread the word and sell watches. Yes we might buy a Senna Carrera, but it's really a side effect and of minimal importance in the scheme of things
As for F1, well... the only thing that talks in F1 is money, and I dread to think how much it costs to be the official timekeeper. I do like that my F1 Kirium says 'Official Timekeeper of the Formula 1 World Championship' on the back of it, but presumably Mr Biver weighed up the costs of sponsoring F1 and The Premier League and reasoned that football offered a better deal per person reached, and probably critically more 'growth' (especially as F1 seems hell bent on removing itself from free to air TV).
"Any brand can pay to some famous artists or models to be its ambassadors, but there’s no way to buy such motor racing history"
They have have this history because they payed for it though right? 🙄 we connect them with motorsport mainly due to them paying to appear in connection with it
Well, I have to admit that I bought my first TAG Heuer (this S/EL) 22 years ago, because it was very similar to the watch of my hero: Ayrton Senna
And two years ago I bought this Formula 1, just because it was the Senna Limited Edition:
So this particular ambassador has been very important for my sympathy to the brand 😉
OK, but it’s not just a matter of “cost per person reached” (probably some terrible TV reality shows would give better ratios) but the quality of the message and the brand image you are transmitting. If you are a top watch brand of “Mastering Speed for 150 Years”, with worldwide timekeeping innovations mainly applied in motorsports... the message and image you send to the reached person should be linked to the timekeeping of the top motorsport category (where you need accuracy of thousands of a second), and not to national football leagues... where just a Casio for the referee is enough to control the match.
Nice watches by the way. 👍
When it comes to business 'growth' is always the message, so moving into a different area always opens up opportunities for growth. TAG ($10) has been sponsoring F1 and F1 teams for a very long time so is there much more growth to be had there? So what do they do? LeMans? That's not exactly going to bring them a whole lot of growth is it?
I don't really see that the timing element is actually all that relevant. Plenty of companies sponsor plenty of sports with no direct involvement. Personally I have no interest in football whatsoever and I probably wouldn't know Ronaldo if I tripped over him, but it doesn't 'bother' me like it seems to bother a lot of people here.
At the end of the day, as much as we like to romanticize watch companies, most of them are corporations whose primary purpose is to make money... and I think F1 is a diminishing return for TAG ($10).
I agree, but the matter in the interview was to focus their marketing efforts in less areas, instead of trying to cover so many different sponsorships and ambassadors as they do now. And the TAG Heuer strongest patrimony and heritage is its link with motorsports, it’s what makes the difference with other brands, so their marketing efforts should take advantage of this patrimony if they want to focus in less areas.
Precisely, the quality of the sponsorship depends on the real involvement of the company. If the sponsorship is coherent with the values and the activity (“Mastering Speed”) of the company, then the message and return of the sponsorship is much stronger. To me, having a watch on my wrist from a brand which is involved in motorsports (both ways sponsoring and timekeeping) is an added value, it makes sense... but I don’t see any value for just paying a national football federation to show the TH logo in the panel when players are changed... I don’t think this adds any attractive to the brand.
Yes, but this is a company that makes money from romantic people... people who are paying thousands of $ to wear an automatic device to know the time, when any quartz watch (from any low cost brand) is much more accurate and much more cheap... so their marketing estrategies should also go to the romantic side to have (keeping and growing) their irrational, romantic and passionate customers 😉
could you live with knowing there would never be another Manchester United Carrera?🤔
Yes!!! 😁
I’m a supporter of the F.C. Barcelona, but I wouldn’t buy either a Barça Carrera or a Leo Messi F1 Limited Edition... this is the only Barça watch I own, and because it’s a free face! 😉
