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    Case Study

    Jean-Claude Biver: Positioning Tag Heuer for the future

    By Dominique Turpin, Goutam Challagalla and Athanasios Kondis
    22 pages
    September 2017
    Order this case study
    Reference: IMD-7-1891

    The case examines the marketing challenge of repositioning Swiss watch brand TAG Heuer in the digital era. It delves into the decisions taken by Jean-Claude Biver – the newly appointed CEO of the company – in his effort to create and execute a new strategy and to position TAG Heuer as an affordable luxury brand that would appeal to both traditional customers and the new generation. It begins by highlighting recent developments in the Swiss watch industry and then focuses on Biver – a celebrated icon of this industry. It offers a snapshot of Biver’s resume and a glimpse into the marketing principles that he has applied during his remarkably successful career. The second part of the case addresses the emergence of a new product category – the digital watch, which many industry executives considered to be a major threat. TAG Heuer decided to enter the digital space and launched TAG Heuer Connected, in partnership with Intel and Google. Connected (and the series 2 model TAG Heuer Connected Modular 45) turned out to be a key pillar of the company’s new brand strategy. It also acted as a springboard for experimenting with unconventional sales and marketing tactics.

    Learning Objective
    • Identify the principles applied by a highly effective marketing leader.
    • Understand what triggers the need for a (successful) company to reposition its brand.
    • Learn how to develop and execute a unique positioning in a luxury industry.
    • Reflect on the marketing mix challenges behind introducing innovation in the digital era.
    Keywords
    Marketing, Marketing Strategy, Branding, Brand Positioning, Luxury Brand, Watch, Smartwatch
    Settings
    World/global
    TAG Heuer, LVMH, Consumer Goods, Luxury Goods and Jewelry, Consumer Goods, Clocks and Watches
    2014 - 2017
    Type
    Field Research
    Copyright
    © 2017
    Available Languages
    English
    Related material
    Teaching note, Video
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    This case study is part of a series
    • Jean-Claude Biver: Positioning Tag Heuer for the future
    • Jean-Claude Biver: Positioning Tag Heuer for the future (Abridged)
    This case study is part of a series
    • Jean-Claude Biver: Positioning Tag Heuer for the future
    • Jean-Claude Biver: Positioning Tag Heuer for the future (Abridged)
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    All case studies
    Jean-Claude Biver: Positioning Tag Heuer for the future
    By Dominique Turpin Goutam Challagalla and Athanasios Kondis
    Case reference: IMD-7-1891 ©2017
    Summary
    The case examines the marketing challenge of repositioning Swiss watch brand TAG Heuer in the digital era. It delves into the decisions taken by Je...
    Read more
    Reference IMD-7-1891
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization TAG Heuer, LVMH
    Industry Consumer Goods, Luxury Goods and Jewelry;Consumer Goods, Clocks and Watches
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related content
    Case Study
    Jean-Claude Biver: Positioning Tag Heuer for the future (Abridged)

    The abridged case examines the marketing challenge of repositioning Swiss watch brand TAG Heuer in the digital era. It delves into the decisions ta...

    By Goutam Challagalla, Dominique Turpin and Athanasios Kondis
    Case reference: IMD-7-2039, © 2018
    Read more
    Jean-Claude Biver: Positioning Tag Heuer for the future (Abridged)
    By Goutam Challagalla Dominique Turpin and Athanasios Kondis
    Case reference: IMD-7-2039 ©2018
    Summary
    The abridged case examines the marketing challenge of repositioning Swiss watch brand TAG Heuer in the digital era. It delves into the decisions ta...
    Read more
    Reference IMD-7-2039
    Copyright ©2018
    Copyright owner IMD Copyright
    Organization TAG Heuer, LVMH
    Industry Consumer Goods, Luxury Goods and Jewelry;Consumer Goods, Clocks and Watches
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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