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News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

Digital strategy confirms TAG Heuer’s luxury brand status.
New York, October 27, 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.


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.


To celebrate the launch of our cell phone, a dedicated rich media website has been created:



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:




Videos of our products are also viewable on Youtube:



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:



Thanks to the personal assistant enabling multi criteria search, the whole collection of TAG Heuer watches can easily be browsed:



By placing a body of benefits and the heart of our business—timepieces—at the centre of our branding and actions, we firmly stand among the world’s most successful luxury brands.

We are obviously very proud of this recognition. But above all, we are much more than “Geniuses” or the “Best in Class.” We are TAG Heuer.

Related link: www.tagheuer.com
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

I guess showing new watches and getting rid of discontinued models from ones website wasnt a part of the judging category.

Either way, cool award.
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

Digital :-s == Web not LCD! :-d

Kudos to the TAG Heuer web design folks! I still think the Museum is one of the best spots on the .net.... amazing place.

Thanks to Ernie for posting!
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

The Buzz on this is picking up! HERE is a link to the actual report... Note that while TAG Heuer is rank as a "Genius" the folks at Omeeeeeeega only made it to "average" :)

The study, the first and largest of its kind, measures brands on the effectiveness of their digital competence based on criteria including search engine optimization, brand translation, ability to leverage technology, and use of social media.

“2009 represented a tipping point concerning the importance of digital competence in the luxury industry,” says Scott Galloway. “While the industry grappled with double-digit revenue declines, traffic to luxury brand sites increased an average of 61 percent. With this study, we’ve devised a metric these companies can use to benchmark specific features of their digital competence against their competitors, and highlight which area each firm stands to gain the greatest return on incremental investment in digital.”
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

“2009 represented a tipping point concerning the importance of digital competence in the luxury industry,” says Scott Galloway. “While the industry grappled with double-digit revenue declines, traffic to luxury brand sites increased an average of 61 percent. With this study, we’ve devised a metric these companies can use to benchmark specific features of their digital competence against their competitors, and highlight which area each firm stands to gain the greatest return on incremental investment in digital.”
So there are more people looking and less people buying........ and they are doing a great job marketing to the people who are only looking?

Sounds like classic consultant mumbo jumbo to me.
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

Tag apparently has an agency good at garnering awards or an internal team leader from an ad agency who can sway the judges. In a former life - been there, done that. If their online presence is that great then why are there "I hate Tag's website" threads here? :roll::roll::roll:
 

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Re: News: TAG Heuer named ‘Best in Class’ in Next Digital IQ Ranking of Luxury Brands

then why are there "I hate Tag's website" threads here? :roll::roll::roll:
That's true for the updating of product available but the study goes deeper than that. One issue is buying online which TAG now offers while many other brands don't.

Yes, the website is not the best. I guess it's the total picture the study looks at.
 
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