January 21, 2011
To mark the brand’s association with international motorsport and motor-racing and its need for speed, Swiss watchmaker Tag Heuer showcased 10 historic race cars in a special exhibition in Geneva, where it also introduced a new timepiece.
Race cars from carmakers such as Audi, Mercedes-Benz and Ferrari were displayed alongside Tag Heuer’s timepieces. The event also marked the unveiling of the Heuer Carrera Mikrograph, Tag Heuer's first mechanical timepiece with a 1/100th of a second display by a central hand.
“The Mastering Speed exhibition showcases 10 cars that have made an indelible mark in the motor racing history of Tag Heuer and in international motorsport in general,” a Tag Heuer representative said in a note on the brand’s Facebook page. “Additionally at the exhibition are Tag Heuer timepieces and chronographs directly inspired by motor racing.
“These include the Formula 1 series, created in homage to the brand’s long association with F1 racing, as well as the indomitable timepieces named after the most famous driving competitions in motorsports: the Monaco, the Silverstone, the Carrera and the Monza,” the representative said.
This exhibit was showcased at the Halle Secheron from Jan. 17-20.
Car from the exhibit
The “Mastering Speed” exhibition will tour other cities as part of Tag’s “150 Years of Motor Racing” celebrations.
Tag Heuer was the first luxury watch brand to sponsor top racing drivers, and the brand’s passion for racing fuels their drive to supply the most innovative equipment.
ACM partnership
As part of the 2011 Tag Heuer “Mastering Speed” commemoration, the brand announced a new partnership with the Automobile Club de Monaco.
This partnership makes Tag Heuer the official watch and chronograph, eyewear and timing partner of the ACM and its events.
These events include: the F1 Grand Prix of Monaco, the Monte Carlo Rally, the Monte Carlo Historic Rally, the Monaco Rally of Alternative Energies and the Monaco Kart Cup.
Rally via social media
Tag Heuer has been promoting this exhibition and partnership via social media platforms.
The brand has been discussing “Mastering Speed” via its Facebook and Twitter outlets.
“The recession has driven all brands to be much more creative and imaginative about going outside of the box to surprise and excite their best customers through collaborations and partnership strategies,”said Greg Furman, founder and chairman of the Luxury Marketing Council, New York.
“The benefits are that they all share the same customer base, and together they have access to a whole new group of consumers,” he said. “It also gives access to new customers that are exactly like their existing best customers. It is an extremely efficient way to emotionally engage each brand’s best customers.
"And not only does it give them new names, it also has an emotional and surprise aspect that is experiential which makes for a much more effective type of promotion.”
Mr. Furman said that luxury brands are investing less in mass publications and going toward special events, collaborations and partnerships.
“Brands are becoming much more creative, and partnerships and collaborations are much bigger than they were before,” Mr. Furman said. “What people want is an experience, the ability to tell a story about a great event or experience and that is what these collaborations achieve. It strikes an emotional cord, too.”
Final take
TAG Heuer Carrera mikrograph
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