So which colour will you buy your daughter for Christmas?

 

Well their favourite colours are blue, purple or pink really - so none!

 

They'd prefer a Black Bay anyway....

 

Pretty sure C man only allows Grand Seiko in his home

 

Lets hope these teen girl ambassadors can make some more colours happen then!

 

Another new Ambassador. I have no idea who, may be a member of BTS?

 

Is it Gary Numan?

 

An 80s icon....

 

Maybe Pinocchio from this side profile.

 

^LOL

&LOL

Think more like Frederic and look at the recent trend of young TH ambassadors. An old singer from the '80s is an extremely unlikely candidate. (But I do like his song "Cars".)

 

Some image hints from TAG's Instagram stories of the new Ambassador.

 

Hi,

It's Cai Xukun

(info already on Instagram on Asia accounts)

 

Never heard of him. This is the third new ambassador in a row that I needed to Google. Seems my guess of BTS wasn't that far off.
https://news.yahoo.com/exclusive-cai-xukun-tag-heuer-050000355.html

 

I was going to say must be Asian then, cos Gary Numan's hair is made in China...

 

I don't know either but in Asia it seems to be very well known.

Just because we don't know it from other continents doesn't mean it's a "bad" choice.

 

Seems to me like that’s another argument in favor of marketing TH and Heuer more separately… When the target audience for your brand’s most expensive pieces doesn’t know your brand ambassadors, something’s clearly not well thought-through…

Or maybe I’ve got it completely wrong and those who know a teenage skater girl (Sorry, forgot her name…) and second-tier actors ARE actually going to buy 6k to 7k Monaco’s and Carreras

 

I don’t think geography is the problem here. IMHO it’s rather about age-demographics.

I currently cannot think of another watch brand that tries to achieve such a “grand écart” marketing-wise between their potential audiences (such as die-hard nostalgia fans and new-to-brand first-time watch buyers).

 

TAG Heuer have had many 'regional' ambassadors in the past but we didn't find out about them because they are 'irrelevant' (© Yago) to our market and we didn't have social media. I have a 'Grand Carrera' hardbook book (2008ish) which is just photos and articles about ambassadors from all over, a bit like those TAG Heuer magazine books they put out a while back, most of these people I've never heard of. So I have to agree with Virgile here, these people may well be big news in their own country and age demographic, just because a 50 something in the UK like me doesn't know who they are really doesn't mean jack.

 

This is true. But @paysdoufs also has a valid point.

This new ambassador, Cai Xukun, is a young 20 something who is promoting the Monaco Dark Lord for China. Just as Jacob Elordi is a young 20 something promoting the same watch for the western world. Both would seem to target the same youth demographic. But is that the segment most likely to buy a $8K Monaco Dark Lord?