Tag Heuer has handed its multi-million pound global advertising
work to Bartle Bogle Hegarty, eight years after parting with the
The luxury sports watch maker made the appointment after seeing pitches
from its incumbent, BDDP Paris, Euro RSCG Wnek Gosper and Euro RSCG
Paris. Media is not thought to have been included in the review.
BBH oversaw the brand between 1986 and 1989 and will now help to
re-establish Tag Heuer’s credentials as Switzerland’s fifth largest
watchmaker. In recent years, the company moved away from its positioning
as a premium brand by offering items for around pounds 100.
It is now likely to concentrate retailing efforts on watches priced
between pounds 400 and pounds 15,000. Marketing is set to reflect Tag’s
heritage as the ’original sports watch’ - the brand was established in
1860. No-one at BBH was available for comment as Campaign went to
Most of the brand’s advertising is magazine based, with a pounds 2
million spend last year in the UK. Its last major campaign was launched
in September supporting the Kirium range and was backed by a
photographic exhibition by Herb Ritts, featuring pictures of sporting
celebrities, such as Boris Becker.
This article was first published on Campaign