Tag Heuer broadens brand

SPRINGFIELD, NJ: Tag Heuer is using brand ambassadors to highlight its new focus on "sports and glamour" as part of its "What Are You Made Of?" campaign.

SPRINGFIELD, NJ: Tag Heuer is using brand ambassadors to highlight its new focus on "sports and glamour" as part of its "What Are You Made Of?" campaign.

The luxury watch brand was scheduled to team up with Uma Thurman, one of its brand ambassadors, for an event in New York City on September 12. The event, called "Strength & Beauty embodied by avant-garde women," was to feature a photo display of 15 women from 15 nations portrayed by 15 woman photographers.

Daniel Lalonde, president and CEO of Tag Heuer parent LVMH Watch & Jewelry North America, said the campaign started with an event at Bloomingdale's featuring Maria Sharapova in late August. The event was also held to debut the new Tag Heuer shop in Bloomingdale's.

Historically, Tag Heuer campaigns have been inspired by the "mental" component of sports, Lalonde said, adding that the company wants to widen its current brand positioning and incorporate a "sports and glamour" influence.

Lalonde said the "Strength & Beauty" display will be shown all over the world throughout the rest of the year. The photos will then be sold at auction, with all proceeds going to The United Nations Development Fund for Women (UNIFEM).

Professional golfer Tiger Woods along with NASCAR driver Jeff Gordon will also serve as brand ambassadors.

Last week Tag Heuer named Rachel Brand its director of PR, strategic partnerships, and events. The PR components of the campaign are being handled in-house.

"We found this to be very effective, especially for a brand like Tag Heuer, where there's so much happening and we're basically moving all the time," Lalonde said.

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