Swiss sports watch maker Tag Heuer presented PR teams around the
world with a global brief to promote the launch of its Link watch. The
idea was to tour an exhibition around major world cities - London,
Tokyo, Paris, New York, Sydney, Milan, and Munich - from September 1999
to March 2000.
Peretti Communications was the UK agency.
Tag Heuer approached fashion designers Alexander McQueen, Karl
Lagerfeld, Narciso Rodriguez, Thierry Mugler and Gianfranco Ferre to
create a collection for five of Tag Heuer’s sporting ambassadors: Boris
Becker, Colin Jackson, Leonardo, Monica Seles, and Marion Jones. The
clothing designs were inspired by the ’S’-shaped link of the new watch’s
The sportsmen and women were photographed wearing their outfits by
photographer Peter Lindbergh. The photographs and the original designs
for the clothes were exhibited on the tour, and will be auctioned for
charity in March.
To promote Tag Heuer’s newest watch to a UK target audience on the
London leg of the tour during October 1999.
Strategy and Plan
The agency needed to support the global exhibition project while making
it relevant to the local audience.
Product placement and sports and fashion photographic coverage was set
up in July 1999 with editors and fashion editors of key national
A photo exclusive was agreed with GQ.
Peretti Communications renamed the exhibition, originally called Sport
and Fashion, as The Human Link to gain extra product reference.
The agency then looked around for a high-profile venue for the three-day
outdoor exhibition, and came up with Trafalgar Square. The show was free
to the public and open 24 hours a day.
Peretti approached sports, fashion, style, arts and ’what’s on’ pages,
plus picture desks, to set up preview coverage using the Lindbergh
On the launch day of 13 October, a media call in Trafalgar Square with
Boris Becker and Colin Jackson was attended by 30 media representatives,
including photographers, TV crews and radio reporters. Press, radio and
TV interviews were set up including a pre-recorded interview with Becker
talking about one of the photographs for Clive Anderson’s All Talk
That evening, Tag Heuer UK managing director Neil Duckworth and Becker
hosted the Link Party at Asia de Cuba in London’s St Martin’s Lane,
attended by 220 key opinion formers from the worlds of sport, fashion,
film and the media. The party was followed by a private dinner for 25
guests at Teatro.
Measurement and Evaluation
The activity will be evaluated through media analysis, including the
quality, environment and impact of messages, once all coverage has been
collated next month.
The watch and the exhibition were covered by seven national and local
television items, including London Today, Sky Sports News and Clive
Anderson All Talk on BBC1. There were six national and local radio
mentions, plus an IRN-syndicated piece to 220 regional radio stations.
The show also gained seven national and seven regional newspaper
features and news items, and features and product placements in 21
national consumer magazines.
More than 250,000 visitors and passing drivers were exposed to the new
watch by the exhibition, and the agency succeeded in getting significant
coverage of the exhibition as a valid event in itself.
Client: Tag Heuer
PR Team: Peretti Communications
Campaign: Launch of Tag Heuer’s Link watch
Timescale: October 1999
Budget: Less than pounds 50,000