TAG Heuer Makes ‘Bold’ Expansion in Women’s Watches

AG Heuer, a leading Swiss luxury sports watch, is broadening its brand positioning into the "untapped potential" of the U.S. women's upscale watch market, says Daniel LaLonde, TAG Heuer North America president and chief executive officer. It will become "much bolder in the women's market" than it has been, he told 120 trade and consumer journalists at a New York press conference in January. "We're fusing sport with glamour, both part of the genetic makeup and heritage of TAG Heuer." The expansion, he said, marks "a new era" for TAG Heuer that builds on its 145-year history of watchmaking, innovation in sports timing (especially motor racing), and, since 1970, involvement with films and film stars. It won't expand distribution, though. "We want to build business in our existing [1,100] U.S. points of sales," LaLonde said. TAG Heuer's plan follows a record year in 2004. In addition t
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