For more than 150 years, TAG Heuer has marked the history of luxury watchmaking, especially in the field of chronographs and ultimate precision of 1/10th, 1/100th, 1/1,000th and even 5/10,000th of a second. The biggest at French luxury group LVMH Moët Hennessy - Louis Vuitton, the Swiss watch brand has also earned the company membership in the very exclusive circle of the elite of Swiss watchmaking, the Fondation de la Haute Horlogerie (FHH).

The head of the avant-garde of Swiss watchmaking revealed guidelines of TAG Heuer’s marketing strategy, built around charismatic ambassadors testifying to the slogan Don’t crack under pressure. As Guy Sémon, General Director of TAG Heuer explained, “Our marketing strategy is based on four pillars: sport, lifestyle, music and the history of the brand. For each domain or pillar, we try to find the right ambassador.” This ambition is reflected in its partnerships with McLaren Mercedes team and its World Champions Lewis Hamilton and Jenson Button; with Audi Sport in the Le Mans 24 Hours and endurance races; and with the Automobile Club of Monaco for the prestigious Monaco Grand Prix. Prestige and performance the brand emphasizes also through active partnerships with actors such Leonardo DiCaprio, Shah Rukh Khan and Chen DaoMing and WTA tennis champion Maria Sharapova. “Since music is the language that everybody understands, we developed this year a watch for our new ambassador David Guetta and Cara Delevingne special edition in the domain of lifestyle”, said Sémon.

Following the tradition of defying the time-honored conventions of Swiss watchmaking, in times of smart trends TAG Heuer, Google and Intel announced the launch of world's first luxury Android Wear smartwatch that is both luxurious and seamlessly connected to the wearer's daily life. The smartwatch is going to be launched in December 2015 as a culmination of innovation, creativity and design from Silicon Valley in California and the Watch Valley in La Chaux-de-Fonds, Switzerland.

“A Swiss watch is absolutely emotional, with luxury perception of the product and it is totally different from electronic device, which is absolutely rational,” explains Guy Sémon. “The challenge of the connected watch will be to integrate emotional and rational perception and this is a huge challenge”. The reason TAG Heuer is entering the smartwatch market is a step into a new market segment. “Switzerland makes the output value of CHF 22 billion in watchmaking. It is nothing compared to the total global output. To make CHF 22 billion we produce about 30 million pieces per year”, explains Sémon. “You have to compare 30 million pieces to 7 billion people on the planet”. General Director of TAG Heuer believes in the influence of the connected watch in the first segment of the watchmaking, Swiss watches under CHF 1.000. “That is why we have to be very serious about this opportunity”, says Sémon.