New York, November 18, 2009
TAG Heuer’s expert use of digital media garnered the highest distinction among luxury watch brands in a new "Digital IQ" ranking system* designed by the L2 Luxury Lab of the NYU Stern School of Business. The study, the first and largest of its kind, measured brands on the effectiveness of their digital competence. Each brand was assigned a Digital IQ value and a corresponding term of Genius, Gifted, Average, Challenged or Feeble.
According to the study, TAG Heuer placed 8th out of 109 luxury brands and is the only timepiece company to be named a “Genius.” When it comes to digital media, it’s not just one “big idea” that makes Tag Heuer rank so high — it’s a perfect combination of best practices. Our “Genius,” so to speak, lies in designing distinct elements that work in total synergy.
The study also shows that TAG Heuer is the only luxury timepiece company with a product-oriented web site. Know-how is central to our branding — we rely on our legitimacy and not merely on brand posturing.
For this reason, TAGHeuer.com displays details for more than 100 watches and chronographs.
http://www.tagheuer.com/
The NYU Stern School of Business study also highlights how much our rich, interactive content depends on our brand heritage and numerous brand endorsers. Our aim is to offer an engaging, appealing experience that enhances our positioning.
For the latest edition of the most popular international watch fair we set up a web contest based on “The Duel”: a cinematic road race between brand ambassadors Steve McQueen and Lewis Hamilton.
http://www.tagheuer.com/
To celebrate the launch of our cell phone, a dedicated rich media website has been created:
http://meridiist.tagheuer.com/
And because we deeply care about providing a rich encounter between our products and customers, we make sure to go where our customers are. With this in mind, we have enhanced our SEO and SMO strategies with the assistance of partners IC Agency, Morpheus and Synodiance.
TAG Heuer Facebook page gathers more than 26,000 fans all over the world:
http://www.facebook.com/
Videos of our products are also viewable on Youtube:
http://www.youtube.com/
The L² Luxury Lab study indicates that our users and customers are our web site’s first pivot. For branding to be effective, it must fit into user-centric digital content. For this reason, we offer a personal assistant and easy-to-access customer service online.
Our online customer service allows our US customers to send us their watch or to locate an authorized retailer:
http://csec.tagheuer.com/
Thanks to the personal assistant enabling multi criteria search, the whole collection of TAG Heuer watches can easily be browsed:
http://www.tagheuer.com/
By placing a body of benefits and the heart of our business—timepieces—
We are obviously very proud of this recognition. But above all, we are much more than “Geniuses”
* Full study is available here http://luxurylabs.files.wordpress.com/
Pictures can be downloaded at: http://www.flickr.com/
