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Strategic Online Positioning of a Luxury Brand: A TAG Heuer Case Study
About the Brand
Four watch words: Prestige, performance, avant-garde technology and absolute reliability have characterized luxury watch TAG (Techniques d’Avant Garde) Heuer’s philosophy since its founding in 1860. Each watch a paragon of precision engineering, quality, and sporting heritage. This is the TAG Heuer DNA. This is what ensures TAG Heuer’s position as a world leader of luxury sports watches and chronographs.
Swiss watches are renowned for their quality and precision. And within the world of Swiss watches, TAG Heuer watches are known not just for quality and precision, but for avant-garde design and advanced technology too. For a sports heritage that inspires excellence. And for quality materials that create luxury watches for men and women.
In partnership with Digital Luxury Group
Digital Luxury Group (DLG) has been lucky to partner with incredible brands across the luxury space and TAG Heuer, one of the most recognized names in watchmaking globally, is one such cherished partnership. Since 2008, DLG has been working with TAG to support digital strategy in a number of arenas. One of the most important being search engine optimization (SEO), the art and science of enhancing website content and structure so that it is better analyzed and ranked by search engines (such as Google). In addition, DLG put in place state-of-the-art Digital Performance Dashboards based on industry standards and unique benchmarking KPIs covering the overall online brand footprint from social media platforms in China to media campaigns in the US and mobile initiatives in Japan.
The results of the partnership have paid off for TAG Heuer:
- The brand’s website is currently very well ranked in many search engines and top ranked on Google (the largest search engine) on branded keywords such as “TAG Heuer” and “TAG Carrera,” preventing counterfeit and grey market websites from establishing visible presences
- On highly competitive generic keywords such as “watches” where there are 1 billion (!) other pages competing on the same keyword, TAG Heuer maintains a very impressive position
- Top ranking has also been achieved for generic search terms such as “watches”
- Digital Performance Dashboards are utilized by TAG Heuer’s HQ as well as its main subsidiaries worldwide
What TAG Heuer says about DLG
“DLG’s strong international expertise in emerging markets, as well as their understanding of the complex world of luxury professions, particularly watchmaking, reinforced our decision to work with them.”
~ Frédéric Layani, International Head of Internet & CRM, TAG Heuer