Ref: IMD-7-1891

Case study

Reference: IMD-7-1891

Order this case study

Jean-Claude Biver: Positioning Tag Heuer for the future

Dominique Turpin

By Emeritus Professor Dominique TurpinDominique Turpin and Athanasios Kondis

The case examines the marketing challenge of repositioning Swiss watch brand TAG Heuer in the digital era. It delves into the decisions taken by Jean-Claude Biver – the newly appointed CEO of the company – in his effort to create and execute a new strategy and to position TAG Heuer as an affordable luxury brand that would appeal to both traditional customers and the new generation.

It begins by highlighting recent developments in the Swiss watch industry and then focuses on Biver – a celebrated icon of this industry. It offers a snapshot of Biver’s resume and a glimpse into the marketing principles that he has applied during his remarkably successful career.

The second part of the case addresses the emergence of a new product category – the digital watch, which many industry executives considered to be a major threat. TAG Heuer decided to enter the digital space and launched TAG Heuer Connected, in partnership with Intel and Google. Connected (and the series 2 model TAG Heuer Connected Modular 45) turned out to be a key pillar of the company’s new brand strategy. It also acted as a springboard for experimenting with unconventional sales and marketing tactics.

Learning Objective

  1. Identify the principles applied by a highly effective marketing leader.
  2. Understand what triggers the need for a (successful) company to reposition its brand.
  3. Learn how to develop and execute a unique positioning in a luxury industry.
  4. Reflect on the marketing mix challenges behind introducing innovation in the digital era.
Keywords Marketing
Settings Global
2014 - 2017
Type Field Research
Copyright ©2017
Language English
Related material Teaching note, Video
Order this case study

Reference: IMD-7-1891

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.


Research Information & Knowledge Hub for additional information on IMD publications

Case study

Reference: IMD-7-1891

Order this case study
Looking for something specific?

Keep reading