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TAG Heuer Chooses IC-Agency for its Social Media Strategy


Founded by Edouard Heuer in 1860 in a small village in Jura Switzerland, TAG Heuer has become the worldwide leader in sports chronographs. This year, the emblematic Swiss brand celebrates its 150th anniversary. For the occasion, TAG Heuer has formed a visionary partnership with Tesla Motors, the Californian electric car brand.

Details of this pioneering venture between the two brands will be unveiled at Baselworld.

TAG Heuer has chosen IC-Agency, leader in Luxury Digital Marketing and author of the WorldWatchReport™ study, to conceive and launch a social media strategy tied to this historic event. The goal is to offer TAG Heuer, owned by LVMH Moët Hennessy - Louis Vuitton, online visibility that corresponds to the importance of this anniversary and partnership with Tesla.

“We have chosen IC-Agency for their sharp social media skills, as well as the pragmatism of their approach” indicates Françoise Bezzola, Director of Communication for TAG Heuer.

The custom methodology created by IC-Agency for TAG Heuer will be launched, most notably, on Facebook: “Analysis by IC-Agency has confirmed that tens of thousands of watch fans, and TAG Heuer aficionados in particular, are active on Facebook and are more than willing to interact with our brand, especially through our Facebook Fan Page: http://www.facebook.com/TAGHeuer” says Françoise Bezzola.

At the recent Geneva International Motor Show, Jean-Christophe Babin, president and CEO of TAG Heuer, became one of the first luxury brand CEOs to address the Facebook community with a personal message. This message, posted live from the Tesla Motors exhibit, was received by over 45’000 TAG Heuer fans.

Tag car show


“We have to realize that 220 million people connect to Facebook every day and that Facebook is the most downloaded app on the iPhone. This site has become as ubiquitous as Google” indicates David Sadigh, Managing Partner at IC-Agency – and adds “With our studies, we were able to map out the way an exclusive brand can secure its position in the open environment that is social media. It’s the fruits of our research in Luxury Digital Marketing that we will place at TAG Heuer and Tesla’s disposal to create the digital conversation.”

TAG Heuer, who already works with IC-Agency, notably for their search engine optimization strategy, was lauded in 2009 and qualified as “Genius” for its excellence in Digital Marketing in a study by New York Stern University.

The first results of this collaboration will be present during Baselworld through a Social Media Reporter, which will provide news and updates from several online communities.

By Philip Arseneau | March 16, 2010 |

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