Well, apparently yes... since it was established yesterday that newbs spending up to £5000 was perfectly reasonable. I wouldn't be at all surprised if the Dark Lord was bought by affluent youngsters, despite not knowing anything about the history. They would just look at it as a super cool looking watch and not spend their time moaning about the pushers not being round and the grained edge to the dial.

 

Not my area, but I think this is about trying to establish the brand as an aspirational thing for young people. Maybe they won’t spend 8k on a dark lord, but if it gets them wanting to spend 1k on an orange f1 or 2k on a pink aquaracer, and then maybe 5 years later, 5k on a Carreras, then it’s a success.

 

Didn't think of that but yes, the halo effect again...

 

But this is what Sky Brown and Naomi Osaka promote.

They brought in Elordi, who I also had to Google, to be the face of the Monaco. While he is popular with teens and the ladies, seeing him wear one makes me not want to buy the watch. So by targeting the teens, they miss the mark for us older folks who could actually afford one.

 

Don't they always tell us that the average TAG buyer is 25-35? You sir, are irrelevant!

 

And me too, by that metric

 

Elordi has played a high school teenager in most of his roles. I'm sure this new guy is a major teen heartthrob as well. So I doubt the 25-35 year olds think much of them either.

 

LOL. You're even more irrelevant, as the vast majority of your purchases are used.

 

That's VERY true, no wonder they stopped sending me Christmas cards.

 

Does seeing a hot young guy really make you not want to buy a watch? Or did you just prefer Hemsworth? More bears, less twinks?

 

If I had that body my wife might let me buy another watch -on the way to the gym-rather than suggesting my shirt belly buttons are ready for take off.

 

It seems clear to me with the signing of Jacob Elordi and now Sky Brown & Cai Xukun (aka "Kun") that TAG squarely has its marketing sights on the under 25 & teen youth segment. Although Elordi is 25, he's most known for the teen movies The Kissing Booth 1, 2 & 3 and Euphoria teen drama series.

It's an interesting strategy shift, looks as if the goal now is to get folks hooked on TAG even younger than before.

These are the new faces of TAG Heuer.

 

Yes, these are my people!

 

That may be why Tag defunded this forum, 13-25 year olds don’t use forums (I assume).

 

Jacob Elordi wearing a pink 36mm Aquaracer. I guess these were marketed as unisex all along.

 

I think I’ve yet to see a single person where these kinds of hats look flattering. Even with a filmstar they seem to make things worse…

 

Who wore it better? Jacob, Brad or Gilligan?

 

Cai XuKun has been all over the #tagheuer W&W social media posts. I guess TAG really knew what they were doing when they signed him up.