Jean-Claude Biver (third left), CEO, Tag Heuer, Jamil Al Majed (first left), Ahmed bin Mehdi Al Majed (second left) , Mohamed M Al Majed (third right) and Nasr Al Majed (second right) during the opening of new TAG Heuer showroom at City Center Doha yester
DOHA: Swiss luxury watchmaker TAG Heuer is focusing on ‘affordable luxury’ to reach more customers across the globe. Company’s new showroom was launched in the city yesterday as Al Majed Group unveiled TAG Heuer Boutique in City Center Mall.
“We are focusing on our affordable luxury offerings. It is always difficult to try to sell you a luxury watch, and still have it be affordable. We focused our efforts on developing the most innovative watches, but we were determined on having them be affordable to reach a wider demographic.” said Jean-Claude Biver, CEO, TAG Heuer and President of LVMH Watch Division who was in the city to inaugurate the showroom.
Al Majed family, Jamil, Ahmed , Mohamed & Nasr Al Majed and other guests were present during the ribbon cutting ceremony.
“We are exhilarated to be given the opportunity to partner up with al Majed Group. They understand TAG Heuer as a brand and they are fully capable of connecting the brand with its core audience.” said Biver.
“Today we are launching our corner at the Majed boutique in the City Centre, along with Hublot, part of the LMVH family as well, and we have faith that this step will help us reach more of our clients in Qatar,” he added.
Products in TAG Heuer’s ‘affordable luxury’ fall between $2,000 to $6,000 price range. The main novelties, including the in-house chrono Carrera Heuer-01 (with the re-designed 1887 movement and a new modular case) and the latest V4 Phantom All Black in carbon have all been positioned quite aggressively, thanks to the re-orientation of the manufacture in Switzerland, which encompasses movements, cases and dials.
“With such prestigious prospects for the future and an international clientele both locally and via Qatar’s renowned business representatives we anticipate big things for this new branch of TAG Heuer” said Anne-Claire Richomme, Regional Marketing Manager for TAG Heuer Middle-East.
In a completely transformed marketing environment, TAG Heuer is also currently the only watch brand to be able to communicate in four different worlds: Art, Lifestyle, Sport and Heritage. The brand slogan #DontCrackUnderPressure is far more than a claim - it is a mindset.
“We understand the celebrity appeal, and so, it was crucial for us to collaborate with the biggest in different celebrity fields,” said Biver.
“This brings us more exposure, and introduces us a much younger generation. A generation that represents the future of TAG Heuer,” he added.
TAG Heuer is about reconnecting with younger generations and attracting a new clientele who seak a bridge between the watchmaking tradition and the future of innovative materials and techniques. TAG Heuer has successfully introduced the TAG Heuer Connected watch last November in New York City , developed in partnership with Intel and Google.
