Augustman - - Highlight -

On the other side of the price seg­ment, another brand that has made waves in For­mula One this year is TAG Heuer. Granted, the Swiss watch­maker has had a long and sto­ried past in the high-oc­tane sport but this year sees it take on more of a chal­lenge that ties seam­lessly back to its avant­garde roots.

Not only did TAG Heuer sign on as the Of­fi­cial Time­keeper and Of­fi­cial Watch Part­ner of the Red Bull Rac­ing Team be­fore the start of this sea­son, it will also take up nam­ing rights of the en­gine that pow­ers the cars.

This un­prece­dented move in the world of watch­mak­ing ties the two brands to­gether in a part­ner­ship that en­com­passes style and phi­los­o­phy. The new car has been chris­tened the Red Bull Rac­ing-TAG Heuer RB12, mak­ing the part­ner­ship a lit­tle dif­fer­ent from the norm.

TAG Heuer’s new mar­ket­ing cam­paign “Don’t Crack Un­der Pres­sure” has been quite suc­cess­ful. Part­ner­ing with Red Bull Rac­ing, a team that’s known for push­ing bound­aries, TAG Heuer has found its coun­ter­point and one that’s cer­tain to last for a while. It’s also a clever move for TAG Heuer as it lever­ages on the ori­gins of the brand.

As you may know, the watch­maker was for­merly known as Heuer be­fore being ac­quired by Tech­niques d’Avant

Garde, a man­u­fac­turer of high-tech items such as ce­ramic tur­bocharg­ers for For­mula One cars in 1985.

Even be­fore the ac­qui­si­tion, Heuer al­ready had a strong pres­ence in For­mula One, pro­duc­ing sev­eral tim­ing de­vices for the races back in the 1950s. Through the years, it has backed sev­eral other con­struc­tors at times, most no­tably McLaren-Honda till last year.

Un­der mar­ket­ing ex­traor­di­naire Jean-Claude Biver, TAG Heuer’s part­ner­ships have mul­ti­plied ten­fold over the past two years and while it may seem di­verse and rather eclec­tic, his­tory has proven that Biver knows where to sign off.

In part­ner­ing Red Bull Rac­ing, the For­mula One tracks are just the first step in what we imag­ine will mean big­ger things for TAG. After all, Red Bull is per­haps the big­gest rep­re­sen­ta­tive of youth cul­ture and ex­treme sports, and it’s a mar­ket seg­ment that TAG Heuer is tar­get­ing. From surf­ing to e-sports, the op­por­tu­ni­ties for the watch brand are look­ing good. It’s a prac­ti­cal ap­proach too, given the slow­ing down of the mid-tier lux­ury brands and growth of af­ford­able time­pieces that we’re bound to see over the next five years.

One of TAG Heuer’s strong­est lines is the aptly named For­mula One col­lec­tion. It’s im­por­tant to note that this range has al­ways been strate­gi­cally placed at a rel­a­tively ac­ces­si­ble price point.

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