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·Here is a summary of an article from DER AKTIONÄR with a focus on TAG Heuer:
The article from DER AKTIONÄR highlights LVMH’s strategic repositioning in the luxury segment, with TAG Heuer playing a central role. Despite a general decline of around 11% in the watch segment in 2024, driven by weaker performance from brands like Hublot and Zenith, TAG Heuer managed to maintain its position. The brand showed resilience, especially in the U.S. market, which remains a strong luxury watch market.
A major milestone is the ten-year sponsorship deal with Formula 1 worth about one billion dollars. TAG Heuer became the title sponsor of the prestigious Monaco Grand Prix, underlining its historic connection to motorsports. The brand had already launched the iconic “Monaco” collection in 1969, named after the legendary street race.
CEO Antoine Pin reports a double-digit increase in boutique foot traffic since early 2025. To meet growing demand, production of car-themed models like the Carrera and Monaco has been ramped up. These models are now key drivers of TAG Heuer’s business and show how effective the Formula 1 partnership is.
The long-term cooperation with Formula 1 offers significant growth opportunities, especially by appealing to a younger audience via formats like “Drive to Survive.” According to a report by Morgan Stanley and LuxeConsult, TAG Heuer has moved up in the ranking of the top 20 Swiss watch brands by revenue, confirming the success of its current strategy.
The article from DER AKTIONÄR highlights LVMH’s strategic repositioning in the luxury segment, with TAG Heuer playing a central role. Despite a general decline of around 11% in the watch segment in 2024, driven by weaker performance from brands like Hublot and Zenith, TAG Heuer managed to maintain its position. The brand showed resilience, especially in the U.S. market, which remains a strong luxury watch market.
A major milestone is the ten-year sponsorship deal with Formula 1 worth about one billion dollars. TAG Heuer became the title sponsor of the prestigious Monaco Grand Prix, underlining its historic connection to motorsports. The brand had already launched the iconic “Monaco” collection in 1969, named after the legendary street race.
CEO Antoine Pin reports a double-digit increase in boutique foot traffic since early 2025. To meet growing demand, production of car-themed models like the Carrera and Monaco has been ramped up. These models are now key drivers of TAG Heuer’s business and show how effective the Formula 1 partnership is.
The long-term cooperation with Formula 1 offers significant growth opportunities, especially by appealing to a younger audience via formats like “Drive to Survive.” According to a report by Morgan Stanley and LuxeConsult, TAG Heuer has moved up in the ranking of the top 20 Swiss watch brands by revenue, confirming the success of its current strategy.
