#Decode: Brand and Style with George Ciz- Chief Marketing Officer, TAG Heuer

[00:00:00] Welcome to a new episode on Luxe Insider with me your host Anita Khatri on this series, Time

[00:00:11] to head back, Watches and Wonders 2024.

[00:00:14] Today, we are exploring a brand that most people may already have heard about or you may already

[00:00:23] be owning a timepiece from.

[00:00:25] Well, it's Tagore.

[00:00:28] Carrera, Monaco, Ryan Gosling, F1 Racing, these are the first words that many of us associate

[00:00:35] the brand with.

[00:00:37] Time and again, the brand brings to the forefront its horological marvels driven by its commitment

[00:00:44] to experimentation, precision and bold style.

[00:00:49] And did you know Tagore happens to be the first brand to install a time-telling instrument

[00:00:56] on the dashboards of the automobiles?

[00:01:00] The year was 1911 and from here begins its deep commitment to precise timekeeping.

[00:01:09] However, this story of manufacturing precise timekeeping instruments by the brand began

[00:01:16] in 1860 when 20-year-old Edward Hoyer established the brand by manufacturing pocket

[00:01:23] watches specially in silver.

[00:01:26] This passion, experience and knowledge helped to improve the oscillation pinion that helped

[00:01:33] us till date to start and stop the chronograph instantly in a watch with the help of a

[00:01:40] push button.

[00:01:42] You can imagine the need for precise time-telling.

[00:01:47] In the start of 20th century, the transportation and quick innovation in industrial segments

[00:01:54] made essential for accurate timekeeping.

[00:01:59] Watch enthusiasts and aficionados will appreciate the contribution of the brand and Mr. Hoyer

[00:02:07] in the history of watch industry.

[00:02:09] And a lot of it has evolved over the years.

[00:02:15] That's what I wanted to understand from George Sizz, Chief Marketing Officer at

[00:02:20] Tag Hoyer who kindly took me through the new launches unveiled the Geneva this year.

[00:02:27] What the brand stands for today, their association of brand gossiping and their plans for India.

[00:02:35] He candidly also gives me styling do's only by pairing his timepiece with his outfit.

[00:02:42] Let's get started.

[00:02:43] Thanks George for receiving us, giving us your time.

[00:02:47] Pleasure.

[00:02:48] Thank you for being here.

[00:02:49] Thank you for being interested in Tag Hoyer.

[00:02:51] Yeah, India has always been interested in Tag Hoyer and fond of Tag Hoyer right from

[00:02:57] the days of Shah Rukh Khan.

[00:03:01] So who is Tag Hoyer's customer?

[00:03:05] How would you define this consumer?

[00:03:07] Has he changed after the pandemic?

[00:03:10] Have you seen these changes?

[00:03:12] Yeah, I mean, I think there are many ways you can describe our customers, but I think

[00:03:18] our customers are people who appreciate great watchmaking.

[00:03:25] I think it's people who are avant-garde, who love what this brand stands for.

[00:03:34] They tend to be...

[00:03:35] What does the brand stand for?

[00:03:36] Sorry.

[00:03:37] Oh, okay.

[00:03:38] The brand stands for many things.

[00:03:39] Our brand purpose, we feel your drive to challenge the limits.

[00:03:44] That's ultimately the brand purpose of the brand.

[00:03:47] Fundamentally, Tag Hoyer is a brand that's very special.

[00:03:52] You have brands in watchmaking that live in the past.

[00:03:56] You have...

[00:03:57] And really they celebrate the past and talk about it and that's it.

[00:04:00] They never really talk much about the future and all of that.

[00:04:03] You have brands that are so future-oriented and futuristic.

[00:04:06] There's almost no past at all, but they're all about that.

[00:04:10] What we do is we have an incredible past.

[00:04:14] We've been around for more than 160 years.

[00:04:16] Correct.

[00:04:17] And we have been doing incredible things, okay?

[00:04:20] But we are always taking the inspiration from this heritage, from who we are, from

[00:04:24] our DNA.

[00:04:25] We are always authentic and credible.

[00:04:28] And we bring that into present and into the future.

[00:04:30] We know we always bring that to us.

[00:04:32] Tag stands for technique, the avant-garde.

[00:04:35] So one of the most important values that we have is the avant-garde.

[00:04:38] We're always going to be avant-garde, always disruptive, always innovative.

[00:04:42] That's why when you look at our booth, it is so different than all the other ones over

[00:04:47] here.

[00:04:48] Because we bring the Tag Heuer spirit to it.

[00:04:52] We are full of energy, full of dynamism.

[00:04:56] We are disruptive by definition.

[00:04:59] Avant-garde means mavericks.

[00:05:01] We like to try things that have never been done before.

[00:05:04] But most importantly, we are always authentic and credible because we believe that authenticity

[00:05:11] is really the new currency of luxury.

[00:05:16] I think the luxury customers are looking for things that are authentic, that are true,

[00:05:20] that are real.

[00:05:21] You know, people don't want fake stuff.

[00:05:22] They're made up stuff.

[00:05:23] They love the things that's incurred in the real story.

[00:05:26] And Tag Heuer's story is so rich, you know?

[00:05:29] We are probably one of the most sportiest brands out there, you know?

[00:05:34] That's true.

[00:05:35] That brings to my next question.

[00:05:36] So you are admitting that you are the sporty brand.

[00:05:40] I'm not just admitting it.

[00:05:41] I'm proud of it.

[00:05:42] Okay, perfect.

[00:05:45] We always believe that Tag Heuer is a sporty brand, not only with the Monaco connection

[00:05:51] and the car association.

[00:05:53] But when it comes to the consumer, I'm coming back to the consumer.

[00:05:58] Is your consumer the one who has sporty taste?

[00:06:02] Is that the customer?

[00:06:04] So yes, I mean, I think it is definitely a huge part of it.

[00:06:10] The sport is an enormous part of this brand.

[00:06:16] You know, we were one of the very first brands that sponsored Olympics in the early

[00:06:20] 20th century.

[00:06:21] You know?

[00:06:22] We had some of the best athletes that ever walked this planet that have been

[00:06:26] ambassadors of our sport.

[00:06:28] I'm not sure if you remember American sprinter Carl Lewis.

[00:06:31] Yes.

[00:06:32] He was an incredible guy, a true gentleman, an unbelievably fast guy.

[00:06:36] And we had an ad with him.

[00:06:37] It's one of my favorite ads of all time.

[00:06:40] As you see him running, occasionally our watches run fast.

[00:06:43] Okay?

[00:06:44] He was fastest man on the planet at that time.

[00:06:47] It was quite something.

[00:06:49] Which year was this?

[00:06:51] Oof, now you're testing me.

[00:06:52] I mean, I think it's going to be around...

[00:06:54] I'll figure it out.

[00:06:56] Last year has been phenomenal for the Swiss watch industry.

[00:07:00] But it has also been one of the best years for sporty watches, if I may say so.

[00:07:07] Yeah, absolutely.

[00:07:08] So, it would have been a fantastic year for you as well.

[00:07:11] It was.

[00:07:12] Elaborate or comment on that.

[00:07:13] It was absolutely.

[00:07:14] It was a fantastic year for us.

[00:07:15] You know?

[00:07:16] I mean, Taghe is going from strength to strength and we really...

[00:07:19] Since 2020 the brand has really took off.

[00:07:22] You know?

[00:07:23] We...

[00:07:24] First of all, we have incredibly well prepared for the pandemic because we just launched

[00:07:27] a new website.

[00:07:28] So, it was really good for our growth of our e-commerce and all of that.

[00:07:32] But really we have been on this incredible transformation of the brand under the Frederick

[00:07:38] Arnott leadership over the last four years.

[00:07:40] We have really transformed everything from product through how we made the product in

[00:07:44] operations and production and development through to our distribution.

[00:07:48] You know?

[00:07:49] We have really changed our distribution to really become a true omni-channel approach.

[00:07:54] Omni-channel approach.

[00:07:55] When you say omni-channel, it's...

[00:07:57] Meaning...

[00:07:58] Online e-commerce.

[00:07:59] Online e-commerce, wholesale, retail, all working together and delivering a holistic

[00:08:04] experience for the customer.

[00:08:06] And then we had an amazing...

[00:08:10] Then we also worked very much on our communications, on our ambassadors, on our portfolios.

[00:08:14] Talking about ambassadors, yes.

[00:08:15] So, we really reformed that completely, you know?

[00:08:17] So that really has been the transformation that allows us to be so successful and

[00:08:23] the fruits of all of that labor are coming in now because it takes time to make all

[00:08:27] these changes and it was super exciting to be part of this process.

[00:08:30] And now the brand is really going from strength to strength.

[00:08:34] You're helping me actually.

[00:08:36] My next question you already brought out of ambassadors.

[00:08:39] So in the current time, when it's time for social media influencers and there are so

[00:08:44] many influencers all around, you know?

[00:08:48] How do you finally select your brand ambassador?

[00:08:51] Like you did that in Gosling.

[00:08:53] Yeah.

[00:08:54] In Gosling.

[00:08:55] Very easy.

[00:08:56] So how do you finally decide who your ambassador is?

[00:08:59] So it's a very, very simple thing.

[00:09:02] It goes back to what I said.

[00:09:04] Authenticity.

[00:09:05] So we want someone that will really authentically represent the brand.

[00:09:08] Okay?

[00:09:09] Watches are very personal.

[00:09:10] You need someone to front it, you know, someone to give you the edge and character

[00:09:14] and all of that.

[00:09:15] And for that, we want someone that really fits with the values that we have, that

[00:09:21] fits with what this brand stands for.

[00:09:23] And for us, Ryan Gosling was the guy that, for me, he's the quintessential Hollywood

[00:09:28] driver.

[00:09:29] Okay?

[00:09:30] Everybody remembers him from this film Drive, where he takes his watch off the wrist

[00:09:33] and he puts it on the steering wheel of the car and he adjusts his leather gloves.

[00:09:38] And, you know, he's like, oh, focus, I'm going to go like crazy.

[00:09:41] And that, to me, that moment, I felt this is the...

[00:09:45] Everybody remembers that about him.

[00:09:46] So that was the moment I knew right away this is the perfect guy for us.

[00:09:51] And the other thing is he has never, ever done a brand sponsorship before.

[00:09:58] We were the very first brand that he decided to be.

[00:10:00] He doesn't need to do this stuff.

[00:10:02] Okay?

[00:10:03] He's successful.

[00:10:04] He's one of the icons of his industry.

[00:10:07] And yet, he was happy to talk to us.

[00:10:10] He liked what the brand stands for and he's doing it not for the money, but because

[00:10:14] he really loved the brand.

[00:10:15] He really appreciates it.

[00:10:17] You can see it from his Oscar's performance where he's wearing our diamond, the Avogado

[00:10:22] on top of the pink glove.

[00:10:25] Okay?

[00:10:26] Not many people do that.

[00:10:28] And he's super committed.

[00:10:29] He's incredibly creative.

[00:10:30] That was the thing.

[00:10:31] And the one thing we do, we never sign anyone without spending some time with them and

[00:10:36] everything.

[00:10:37] So we had actually an hour and a half with him on the phone to discuss, to talk about,

[00:10:42] to get his spirit.

[00:10:43] So we don't just go with the agents and then someone, something that the personality

[00:10:46] shows up for the photo shoot and that's it.

[00:10:49] We don't do it.

[00:10:50] We go with someone that is committed, that is passionate.

[00:10:52] And Ryan, when you have a time allocated with him, you can count on the fact that

[00:10:57] he will double the time when he shows up.

[00:10:59] If it's two hours, it will be five and a half.

[00:11:01] You know, if it's six hours, it will be 13.

[00:11:04] And he really gives us tremendous support not from being the representative, but from

[00:11:10] the creativity.

[00:11:11] He's an incredibly creative guy and he's got views on everything, on which photographer

[00:11:17] we use, which director we choose, which stylist we work.

[00:11:20] He's got a real strong view of what the story should be behind the photo shoot.

[00:11:24] How do we do all of that?

[00:11:26] You know, it's amazing.

[00:11:27] The campaign that we unveiled here at Watches and Wonders this year, Chasing Dreams, he

[00:11:33] really wanted to go back to LA where it all started for him.

[00:11:36] And his vision was, I want to create mementos from a film that you don't know about.

[00:11:43] It's like call it the film of life, you know?

[00:11:45] But it feels like it was just a screenshot that was taken out of the film.

[00:11:48] That was his view.

[00:11:50] And where the racing spirit of the brand with the fast Porsche car is always in

[00:11:54] the shot somehow.

[00:11:56] That was his kind of vision, you know?

[00:11:59] And not many ambassadors will spend this much time, will dedicate this much effort

[00:12:04] to a brand to work on it.

[00:12:06] And that's why we really love him.

[00:12:08] But to answer your question, authenticity, great personality fit, comfort that this person

[00:12:13] is going to do the right thing.

[00:12:14] I mean, when you work with personalities, there's always a bit of a risk.

[00:12:17] You know, things happen, people have scandals and all that kind of stuff.

[00:12:20] But you know, you take all of that in balance and you decide.

[00:12:25] So this person in time of influencers on social media, even if it is an influencer,

[00:12:31] but has these qualities, you're open to having him as your brand ambassador?

[00:12:34] Absolutely.

[00:12:35] We love people and we work with many, you know, we actually have an incredible

[00:12:38] portfolio of...

[00:12:39] There are different categories of global ambassadors.

[00:12:43] Then we have friends of the brand that work with us from time to time or other

[00:12:47] projects.

[00:12:48] Influencers who we work with on an annual basis where we have the contracts with them

[00:12:52] and they help us with certain number of posts and things like that.

[00:12:55] And you have, you know, the real micro influencers, etc.

[00:12:58] So you need to have really the whole portfolio, the full spectrum of the...

[00:13:03] Because, you know, as they say, you know, wrong words, but different horses for

[00:13:09] different courses.

[00:13:10] You know, so I think that's what we need.

[00:13:11] Yeah, well said.

[00:13:12] So I see an interesting piece on your list.

[00:13:15] Is this from the new collection?

[00:13:17] Yes.

[00:13:18] So this is our new Tag Heuer chronograph.

[00:13:21] This is, you know, last year we celebrated the 60th anniversary of the Carrera and

[00:13:26] we introduced this new design, this glass box.

[00:13:28] You see...

[00:13:29] I'll take it off.

[00:13:30] You see how the glass kind of covers the bezel all completely.

[00:13:34] And it's a beautiful, beautiful shape.

[00:13:40] We used to have a glass box before, but it was kind of straight up and kind

[00:13:45] of almost 90, almost a dome shape.

[00:13:46] Yeah, almost 90 degrees.

[00:13:47] Now this one is a little bit flattened, right?

[00:13:49] Yeah, it's more curved, you know, it's more elegant.

[00:13:52] And underneath it, you have this flange that is beautifully curved as well.

[00:13:57] The idea of this watch is to go back to what Carrera was all about.

[00:14:02] Perfect legibility, you know, and when you drive and the watch is shaking in

[00:14:07] the fast driving, you know, so you're clearly visible.

[00:14:10] This is what Jack Heuer's vision for this model always has been.

[00:14:14] But for me, this watch is unbelievably special because in 2012,

[00:14:22] Tag Heuer has introduced a very special watch.

[00:14:25] It was the 80th anniversary of Jack Heuer and they introduced this very similar,

[00:14:30] what we kind of call it, a panda style chronograph.

[00:14:34] Yes.

[00:14:35] And I bought that watch.

[00:14:36] OK.

[00:14:37] And so I have the one from 2012.

[00:14:40] So when I saw this on the sketches of our designers, I was like, man, this is amazing.

[00:14:44] This is perfect.

[00:14:45] I really love this because, you know, I have to tell you a funny story.

[00:14:49] I bought that watch in 2012.

[00:14:51] And in 2020, when I joined the brand, I finally met Jack and I was going to go

[00:14:57] to have lunch with him.

[00:14:57] So I wore that watch out of respect.

[00:15:00] And he wore the same watch that day.

[00:15:03] So I have a beautiful picture with Jack and I sharing the watch in our museum in Tag Heuer.

[00:15:08] So it was...

[00:15:08] That's nice.

[00:15:09] It was great.

[00:15:10] Yeah.

[00:15:11] But you know what's fun?

[00:15:11] Yes.

[00:15:13] You know, this glass box design was such a hit last year.

[00:15:16] It's amazing that this year at Watches and Wonders, we're seeing other brands trying to do the same.

[00:15:23] So you know that that's a sign of your success.

[00:15:28] Exactly.

[00:15:28] You know, we feel very good with that.

[00:15:31] Yeah.

[00:15:31] So when it comes to styling your outfit or your look for the day, do you have any

[00:15:38] do's and don'ts that you can share with the men audience?

[00:15:42] Like, for example, this watch goes very well with your gray blue suit that you're wearing.

[00:15:48] Is there anything when you're styling yourself?

[00:15:51] You want it to fit.

[00:15:53] You always want to make sure that there is a nice fit between the watch,

[00:15:58] the synergy between your watch and the rest of your outfit.

[00:16:00] From my side, if I have to say, I'm a little bit like Henry Ford.

[00:16:03] Every color is great as long as it's blue for their clothes.

[00:16:09] No, I'm only kidding.

[00:16:10] No, but I think it's important that for me, the most important thing about the watch is

[00:16:16] it's got to make you feel something, right?

[00:16:19] So I think the watch, for me, it's less...

[00:16:22] Yes, it's nice that it fits with the clothes and all that stuff.

[00:16:26] But I think watches should have meanings.

[00:16:28] We buy watches for occasions.

[00:16:30] We buy things for things.

[00:16:31] At least that's how it always been for me.

[00:16:35] And I love watches that when I look at my wrist, it makes me feel something.

[00:16:40] It makes me feel great.

[00:16:41] You know, for example, this one, the Skipper one, which we introduced last year on steel,

[00:16:48] but this year we introduce it here at Watches and Wonders on this beautiful pink gold.

[00:16:53] For me, it's such a happy watch.

[00:16:58] It's such a happy watch.

[00:16:59] When you have this on your wrist, you look at it, it just puts me in a great mood.

[00:17:03] It feels like it's smiling at me.

[00:17:05] You know, I don't know why, but that's the feeling I get from it.

[00:17:08] You have emotion to your watch.

[00:17:10] Totally.

[00:17:11] Totally.

[00:17:11] This one, this is so close to the origins of Carrera.

[00:17:15] I feel like I'm wearing part of history with me, you know, and I'm inspired by

[00:17:19] that history, by what the Carrera has stand for.

[00:17:21] You know, I would never wear a watch just...

[00:17:24] It's a nice watch, but doesn't have the story behind it.

[00:17:27] You know, I think that's...

[00:17:28] And that's what's beautiful about Tag Heuer is that when we're designing our watches,

[00:17:31] we're thinking about what the story is going to be.

[00:17:33] We don't design the watch and say, hey, marketing, you go do it.

[00:17:37] We actually, marketing and product were very close together.

[00:17:41] And we talk about, hey, what are the right stories?

[00:17:43] What story we should tell with this watch, you know?

[00:17:45] The watch, it is...

[00:17:46] The storytelling is such a big part of it.

[00:17:49] So we want to give that story because you can give it.

[00:17:53] I'll give you an example.

[00:17:54] You know, the watch I was talking about from Jack's 80th anniversary.

[00:17:59] I was a young guy when I got it in 2012, that was 12 years ago.

[00:18:03] You're young even now.

[00:18:05] But then I was really young and I didn't know that much about watchmaking.

[00:18:09] But to be able to tell my friends, hey, this is the watch for Mr.

[00:18:12] Heuer's 80th anniversary, I felt it.

[00:18:15] It was a great story.

[00:18:16] It gave us a story, you know, and that was amazing.

[00:18:19] Great. Thank you so much.

[00:18:21] No pleasure. Absolutely.

[00:18:22] I hope you got what you needed.

[00:18:24] Yeah, totally.

[00:18:25] Totally. Great.

[00:18:27] Unless you have any message for India?

[00:18:29] Please go ahead and give a message.

[00:18:31] Well, if I tell you for our message for India is

[00:18:33] we are really, really happy to go to India in a much stronger way

[00:18:37] than we have been before.

[00:18:38] You know, I think it was...

[00:18:40] We know that Indian consumers are incredibly passionate about our brand.

[00:18:45] We know that our brand is very popular.

[00:18:47] The awareness is very, very strong.

[00:18:49] Now we need to build a stronger presence,

[00:18:52] footprint in there so people can access the watches easier.

[00:18:55] And we look forward to delivering some amazing things.

[00:18:59] You talked about local ambassadors and influencers, etc.

[00:19:02] So don't worry, we will work with a few very interesting people

[00:19:06] very, very soon in India.

[00:19:07] And we look forward to being there.

[00:19:11] Thank you. Thank you.

[00:19:14] You have got to check out Tag Heuer Monaco Split Seconds Chronograph,

[00:19:19] weighing 85 grams only.

[00:19:22] You can imagine how light, not just light, but ultra light it is.

[00:19:28] I'm waiting to see it here in India.

[00:19:31] But until then, you can see this timepiece on my YouTube channel and Instagram.

[00:19:37] Don't forget to subscribe, like, comment on what you thought about this watch.

[00:19:43] I'll be back soon with another interesting episode.

[00:19:47] Bye for now.