# data[].attributes.attachment_link.title
Tag Heuer: Confronting disruptions with a digital engagement engine - IBM iX

# data[].attributes.attachment_link.description
IBM iX and TAG Heuer create a global D2C experience. Salesforce technology enables a 360-degree view of the customer.

# data[].attributes.headline
Digital disruption in the watch industry

# data[].attributes.subject
Digital disruption in the watch industry

# data[].attributes.attachment_link.readable_text
Two-thirds of those surveyed see high value in unique and personalized 1:1 client relationships across all channels. At the same time, 80% of those questioned believe that while they essentially have the foundations in place already, they have not yet implemented the full capabilities to truly deliver an omnichannel customer experience.

Selection

Having received personalized advice - whether in a physical store or online - the next step in the customer's journey is to select, try on and even personalize a watch. Although digital technology cannot replace the physical experience, particularly of how a watch "feels" on the wrist, it can be used as an extension to elevate the customer experience. Feedback from respondents across all price ranges on the trendy "virtual try-on" confirmed: while the reputation of augmented reality is well established among young people (Instagram filters, Snapchat) and in the world of beauty (trying on lipstick with your smartphone), it has yet to prove itself in the world of watchmaking.

The topic of selection tools goes hand in hand with the ability to configure and customize products. There are widely differing views on this matter, with 20% of respondents indicating a high business value and 27% indicating no value in online configuration and personalization services.

Purchase

Once the product has been chosen, it's time for the decisive step of acquisition. Here again, habits and customs have evolved in line with innovative models inspired by other industries. For example, the majority of respondents were in favor of offering new digital financing models, with 86% indicating that they saw medium to high business value.

New leasing models were less attractive however, with high refurbishment costs cited as a key barrier. Moreover, the concept may clash with the notion of a high-end watch, which is a collector's item with a heritage and a legacy - not an interchangeable fashion accessory. Also in terms of exclusivity, brands with a high-end positioning are not aiming to enable accessibility for all.

Service

The customer journey does not end with the purchase; this is especially true in the watch industry where products require maintenance and repairs throughout their life. Digitalizing service makes it more fluid, faster and more transparent, which contributes to its optimization. A customer requesting a repair via the website can be offered a "pick-up" service at home or work, or request specially adapted and secured pre-stamped packaging with free-shipping. In short, those who prefer not to go to the store no longer have to. The result is maximum efficiency in the minimum amount of time and with the least possible disruption.

# data[].attributes.attachment_link.title
How is digital technology disrupting the timepiece customer journey?

# data[].attributes.attachment_link.description
Watch industry players are evaluating how to improve the customer journey - and their own performance - through digital technologies.

# data[].attributes.headline
Engaging customers through digital ecosystem

# data[].attributes.subject
Engaging customers through digital ecosystem

# data[].attributes.attachment_link.readable_text
Craftsmanship applied to digital innovation

Since Edouard Heuer opened his first watch shop in 1860 in Saint-Imier, TAG Heuer has been a driving force of innovation in watchmaking. While the company's focus has traditionally been on crafting exceptional watches, TAG Heuer has also emphasized the importance of becoming an industry leader in terms of digital technology. In 2019, the organization saw an opportunity to expand its online outreach and improve the digital customer experience. To accomplish this, TAG Heuer decided to overhaul its ecommerce ecosystem in such a way that would better communicate the company's values and appeal.

In order to build and implement the ambitious digital architecture required to fulfill this ambition, TAG Heuer chose Capgemini based on its history of successful digital solution implementations and proven expertise with both ecommerce platforms and in the luxury retail industry. Together, the two organizations utilized a cohesive, One Team approach that combined their distinct areas of expertise to apply both technical capability with knowledge more specific to the industry.

Transforming the online experience

TAG Heuer wanted to generate greater visibility within the market, create a synergistic omni-channel experience, become an industry leader in terms of the customer experience, and deliver a unique client experience that more effectively differentiated the brand from its competitors. Based on these goals, TAG Heuer and Capgemini decided to create a scalable solution based on the Salesforce Commerce Cloud and enriched by a complete ecosystem of services.

Following established and proven methodology, the partners began to develop the new ecommerce ecosystem with an emphasis on creating a truly unique and innovative experience. In addition to the selected technology, TAG Heuer and Capgemini based the solution on standard operation processes defined by industry best practices. This ensured that the solution not only introduced a new ecommerce website but also that the company was prepared to support it upon release. In this way, TAG Heuer and Capgemini delivered a truly transformed online customer experience built upon innovative technology and a refreshed approach to the online sales experience.

TAG Heuer improves online sales

After only 10 months, the new website went live in February 2020 in support of TAG Heuer's ambition for future growth and its desire to deliver a distinct and enjoyable online experience. As a result, the company saw a rapid increase in the number of online sales while its audience expanded thanks to the company's improved digital engagement. In addition, the website proved to be the ideal lever to launch the New TAG Heuer Connected collection, which demonstrated the organization's passion for precision, craftsmanship, and cutting-edge technology in terms of both its watches and digital platforms.

Using the reworked website, TAG Heuer has seen a significant growth in the amount of online traffic it experiences and the performance of the technology that supports the digital customer journey. The company has also leveraged the website to more effectively communicate the values that set it apart, which has helped differentiate the organization within the industry. Following this success, TAG Heuer and Capgemini are looking to expand the deployment to new countries and find new ways to enrich the platform in an agile way. As customer expectations continue to develop and become more complex, the partners will strive to find new ways to develop a dynamic and engaging online experience.

# data[].attributes.attachment_link.title
TAG Heuer introduces a new ecommerce ecosystem to drive online engagement

# data[].attributes.attachment_link.description
Working with Capgemini, TAG Heuer develops and rolls out a new ecommerce ecosystem that drives improved online sales and sets the company apart from other luxury watchmakers

# data[].attributes.headline
Harmonising traditional and digital elements in new range of products

# data[].attributes.subject
Harmonising traditional and digital elements in new range of products

# data[].attributes.attachment_link.title
2020 TAG Heuer Connected Watch and Interview with Frédéric Arnault

# data[].attributes.attachment_link.description
Here’s the third-generation of TAG Heuer Connected Watch, Fully Explained by Frédéric Arnault in an Exclusive Interview for MONOCHROME.

# data[].attributes.attachment_link.readable_text
Frédéric Arnault, the son of Bernard Arnault , founder and CEO of , stands out in the second wealthiest family globally. More than just being Bernard Arnault's son, he has distinguished himself as the youngest CEO in the luxury watch industry, leading TAG Heuer since 2020. Known for his technological vision at TAG Heuer, this article delves into Frédéric's significant achievements and his growing influence within LVMH, the world's largest luxury goods conglomerate. We explore his innovative approach in blending traditional luxury with modern technology and contemplate his potential to emerge as a future leader in the luxury industry, possibly following in the footsteps of his father.

Youngest CEO in the luxury watch industry: Frédéric Arnault, as the youngest CEO in the luxury watch industry, has made a significant mark by leading TAG Heuer since 2020.

Blend of technology and luxury: With a background in applied mathematics and computer science, Frédéric has successfully integrated his technological expertise with the luxury brand, showcasing a unique approach that combines high-end watchmaking with digital innovation.

Revolutionizing TAG Heuer with digital innovation: Under his leadership, TAG Heuer has undergone a significant transformation, notably launching a groundbreaking smartwatch that marries luxury aesthetics with advanced technology.

Potential contender for LVMH leadership: Frédéric's innovative approach and distinct skill set in technology and luxury brand management potentially position him as a future leader within LVMH, despite being one of the younger siblings in the Arnault family.

Born in 1995, Frédéric Arnault took a path that perfectly blended the worlds of technology and luxury. With a degree in applied mathematics and computer science from École Polytechnique, France's leading engineering school, he quickly made his mark. Before joining TAG Heuer, Frédéric gained valuable experience as an AI research intern at Facebook and business analyst at McKinsey & Company.

TAG Heuer was acquired by Bernard Arnault in 1999 when Frédéric was just four years old. To celebrate Frédéric's 11th birthday, Bernard gifted him a TAG Heuer Aquaracer timepiece, sparking a lifelong passion for watches that endures to this day.

This sentimental attachment continues, influencing Frédéric's approach to selecting TAG Heuer brand ambassadors who share a genuine passion for its products. In an interview last year, Frédéric emphasized the importance of authentic brand representation, stating, "The worst thing that can happen is an ambassador just puts on the watch for pictures and then takes it off afterwards. He doesn't talk about it or promote it amongst his friends."

His passion for technology and precision, evident from his early years, found a perfect outlet at TAG Heuer. In 2020, at just 25, he became its CEO and the youngest CEO in the entire luxury watch industry.

Under Frédéric's leadership, TAG Heuer has seen a significant transformation, embracing digital innovation while maintaining its heritage in high-end watchmaking. In 2021, TAG Heuer launched its latest smartwatch, which was a groundbreaking move in combining luxury aesthetics with advanced technology.

Frédéric's vision goes beyond just integrating technology into watches. He is keen on revolutionizing the customer experience and enhancing the brand's digital presence. His strategy includes leveraging AI and data analytics to understand customer preferences better and tailor products accordingly.

What's particularly fascinating about Frédéric's leadership at TAG Heuer is the seamless integration of his two main passions and areas of expertise: technology and luxury. This combination, unusual for a luxury brand, highlights Frédéric's unique approach. Moreover, it suggests that Bernard Arnault allows his children considerable creative freedom to carve their own niches within LVMH and the broader luxury industry.

In the context of succession, Frédéric's role at TAG Heuer places him in a unique position. His blend of technology acumen and luxury brand management sets him apart from his siblings. While he might seem a less traditional choice compared to his siblings with longer tenures in high-profile roles, his innovative approach at TAG Heuer could make him a strong contender for future leadership within LVMH.

However, Frédéric's age is a notable factor in the discussion of succession. He is the second youngest sibling, while his older siblings hold high-profile positions: Delphine Arnault as the CEO of Dior, Antoine Arnault as the CEO of the family holding company Christian Dior SE, and Alexandre Arnault as the Executive Vice President at Tiffany & Co. Consequently, Frédéric Arnault and his younger brother Jean Arnault are the least experienced. Nonetheless, both brothers appear highly motivated to establish their own legacies and demonstrate to their father that they are capable successors for the empire when Bernard decides to pass on the torch.

Learn more about the Arnault family and the succession of the empire.

In conclusion, Frédéric Arnault emerges not just as a scion of the influential Arnault family but as a visionary leader in his own right within the luxury watch industry. As CEO of TAG Heuer, he has skillfully navigated the intersection of luxury and technology, propelling the brand into a new era of innovation and digital sophistication. His unique blend of a strong technological background and a deep appreciation for luxury craftsmanship has redefined TAG Heuer's market positioning and resonated with a new generation of luxury consumers.

While the question of succession within LVMH remains open, Frédéric's achievements and distinct perspective position him as a notable contender. His approach reflects a broader trend in the luxury industry, where traditional craftsmanship meets the demands of an increasingly digital and technology-driven world. As LVMH looks to the future, Frédéric Arnault stands as a symbol of innovation and adaptability, key traits that could shape the future trajectory of the world's largest luxury goods conglomerate.

# data[].attributes.attachment_link.title
Frédéric Arnault: A Tech Visionary Transforming TAG Heuer

# data[].attributes.attachment_link.description
Explore Frédéric Arnault's impact as the youngest ever CEO of TAG Heuer, successfully blending his two steadfast passions: technology and luxury.

# data[].attributes.headline
Review of digital watch by watch enthusiast

# data[].attributes.subject
Review of digital watch by watch enthusiast

# data[].attributes.attachment_link.title
The TAG Heuer Connected 42mm is the biggest leap forward for Swiss smartwatches yet

# data[].attributes.attachment_link.title
Apple Watch Series 8 vs Tag Heuer Connected

# data[].attributes.attachment_link.readable_text
isruption is everywhere, fundamentally changing our daily lives and the very essence of the existence of Homo sapiens. Seen on that scale, the current upheavals in the 400-year-old watchmaking industry might seem microscopic.

But through the microscope we at Europa Star have trained on the watch industry for four generations, these changes seem immense! And they are accelerating at an exponential rate, one of the most striking properties of digital technology.

Let's start with distribution, which has been totally disrupted since the arrival of digital technology. Unlike the well-oiled networks of the past, the jungle we're dealing with today is more or less impenetrable to everyone. So far, online sales have mainly favoured the secondary market (the watch having an unusually long lifespan), the disposal of unsold items (aka the grey market), but also counterfeiting. The options for buying a watch are so numerous today that it's impossible not to get lost in the complexity: pre-owned or new, online or in store, from an authorised retailer or not...? There are so many questions that it's bound to take time for that intricate web to untangle itself.

The real price of a watch is increasingly determined by its resale price. This leads to another striking effect of the digital upheaval: the growing polarisation between winners and losers in the industry.

Today, the real price of a watch is increasingly determined by its resale price. This leads to another striking effect of the digital upheaval: the growing polarisation between winners and losers in the industry. On the brand side, we are witnessing a consolidation around the happy few that enjoy the highest "ratings" from buyers, and generate unprecedented desirability around highly sought-after flagship models. On the retail side, we have seen the closure of many points of sale and the simultaneous creation of international distribution behemoths (Bucherer, Watches of Switzerland, Wempe).

In a nutshell, the players that are "in-between" (manufacturers or retailers without strong recognition from end buyers) have suffered from the upheavals brought about by the digital revolution.

After a period of doubt about its impact, the smartwatch is now asserting itself as the standard everyday watch (like the Swatch in the 1980s and 1990s).

The watch as an object has also been fundamentally transformed. After a period of doubt about its impact, the smartwatch is now asserting itself as the standard everyday watch (rather like the Swatch in the 1980s and 1990s). Of course, this will remain the case only if the "smart" functions remain on the wrist, rather than migrating to the eyes, for example, through the connected glasses of the "augmented" human being.

What does this leave for the Swiss watch industry? Fundamental rethinking, and difficult strategic choices in the face of increasingly complex sales channels and consumer habits in the digital age.

But also, as an antidote to the rapid obsolescence of any digital object, a growing fascination with the original and authentic Swiss mechanical watch, which is seen as a marker of individual personality. This is reflected in lower overall volumes, a higher average export price and a tendency for all players to move up the range and concentrate on mechanical models, particularly those with a vintage touch. Never in the history of our industry have we looked so much to the past to build our future...

Lower overall volumes, a higher average export price and a tendency for all players to move up the range and concentrate on mechanical models, particularly those with a vintage touch. Never in the history of our industry have we looked so much to the past to build our future.

Digital networks, which are supposed to make our lives simpler and more fluid, do exactly the opposite: our daily lives are both faster and more complex. Watchmaking is not immune to this ontological upheaval.

But never before has the Swiss mechanical watch been so desired, so popular and, for some iconic models, so unobtainable. This leaves the Swiss watch industry with an increasing focus on luxury mechanical timepieces in an age of digital complexity. But for those actors that fall into the gap, and that are not among the happy few, stuck somewhere between the Apple Watch and the "Pepsi", this fascinating road is strewn with obstacles and dangers.
Our new issue includes an in-depth report on the future of the watch industry.

# data[].attributes.attachment_link.title
Watchmaking in the age of digital complexity

# data[].attributes.attachment_link.description
Watchmaking has now fully entered the age of digital complexity. Unlike the well-oiled networks of the past, the jungle we're dealing with today is more or less impenetrable to everyone. The watch as an object has also been fundamentally transformed. Never before has the Swiss mechanical watch been so desired, so popular and, for some iconic models, so unobtainable.