TAG Heuer's new head of marketing looks to continue bold brand approach

New head of marketing for premium watch manufacturer, TAG Heuer, says the brand’s trend-setter heritage and culture will be key to continuing its bold marketing approach in 2019.

Megan Taylor was appointed the new head of marketing late last year, reporting to Australian general manager, Pierre Blouin. She replaces Emma Thomas, who spent more than 10 years with the company and has now moved on to take a marketing leadership role with Time+Tide Watches.

Taylor spent the last four years working with sister brand, Sephora, where she was the founding marketing manager during the make-up and beauty retailer’s Australian launch. This saw her developing the communications strategy, events and retail programs.  

Taylor told CMO TAG Heuer’s marketing approach is all about showcasing the brand’s rich history at the same time as demonstrating boldness and fresh thinking. The company has been around since 1860 and is considered the avant-garde of Swiss watchmarketing.

“My role essentially will be to make people dream of the world of TAG Heuer, translating its global vision to push boundaries further and invent timepieces for those who love to defy convention,” she said.

“TAG Heuer’s vintage timepieces and history allow a very rich brand story and this will be reflect in our marketing – it’s about demonstrating TAG Heuer’s heritage and Swiss know-how, coupled with its core DNA of ‘Don’t Crack Under Pressure’.”

To do this locally, the brand will use long-standing partnerships in the motor racing, cycling, surfing and football industries, as well as global ambassadors, a list that includes Chris Hemsworth, Patrick Dempsey, Kai Lenny and Cara Delevigne. Taylor also noted a particularly strong product innovation roadmap in 2019, which will be supported by programs, events and activations.

“Our marketing activity will continue to reflect the brand’s core values of teamwork, ambition and a taste for challenge, which drive TAG Heuer to go beyond the traditions of the watchmaking industry,” she continued.

“The disruptive mindset of the brand to take on any challenge and achieve the boldest dreams is very exciting and allows us to have an innovative approach to how we deliver messages to our clients via our marketing platforms.”

Blouin welcomed Taylor into the TAG Heuer family. “Megan’s experience and success in managing and delivering disruptive, out-of-the-box marketing events and activities is to be admired,” he added.

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