Jean-Christophe Babin, President and CEO of TAG Heuer, has been travelling around Asia to present the brand’s latest collections to members of the press. “Watch companies are small compared to car companies,” he emphasises. “We do not have 20,000 people working
for us; we’re just about 1,000. Of course I have to get involved in many things.” Thus, his tasks includes approving final prototypes, selecting brand ambassadors and dissecting ad campaigns. Indeed, if he were a celebrity, he would be TAG Heuer’s best brand ambassador bar none.
“If you believe in the brand, its products and its people, you will be ready to do anything for it.”And so despite the brand’s appeal, despite its solid history in innovation and technology, Babin does not sit and watch as new chronographs fly out of the stores. “We have to find ways to communicate our strengths,” he explains, “and sometimes we have to go beyond technical and into something that the public easily understands.”
Such is the case for most watch brands, including the very popular TAG Heuer. Although it has arguably more than just celebrity endorsements going for it, its association with personalities and sports events reinforces the image that thousands retain in their minds.
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