A New Muse for TAG Heuer
Whereas some prestigious watch brands prefer avoiding direct associations of their products with the world of fashion, others, on the contrary, see in it a great opportunity to partner up with the hottest and most fashionable people, and even break away from the traditional codes of the watchmaking universe. This is definitely the approach chosen by TAG Heuer that has recently added supermodel Bella Hadid to its list of prestigious ambassadors.
In a somewhat tense climate for Swiss watchmakers, TAG Heuer announced some positive financial results, claiming 2016 was even its best year ever. This may precisely be due to the fact that the brand has been capable of listening to an ever-evolving market. As such, TAG Heuer’s continued to remain visible to its existing clients, while — and more importantly — constantly attracting a whole new audience.
By partnering up with Bella Hadid, the brand is undoubtedly targeting millennials. “We aim to reach out to those who have not yet bought a TAG Heuer watch and make them dream,” explains Jean-Claude Biver himself. With over 10.6 million Instagram followers, Bella Hadid has the capacity to touch this ultra-connected young generation, so prone to consuming differently and instantaneously. The point is not anymore to own but rather to experience moments and share them on the Internet. A philosophy of life inspired and dictated by influencers such as Bella, who is also in constant communication with her immense community of followers. Through this partnership, TAG Heuer has gained a new and highly reliable communication platform. A smart strategy that will enable it to stay accessible to the general public, to gain new clients, and above all to drastically increase the brand awareness on the web.