Sushmita Sen to endorse TAG Heuer

Sushmita Sen to endorse TAG Heuer

Author | exchange4media News Service | Thursday, Nov 18,2004 7:43 AM

Sushmita Sen to endorse TAG Heuer

Time goes best with beauty. Keeping up the eternal truth, former Miss Universe Sushmita Sen would be seen sporting the latest TAG collection. Sen is the new official ambassador for the ladies range of TAG Heuer and with actor Shah Rukh Khan, she will work very closely with the watch major in designing and development of new products.

Sen joins the international TAG family, which boasts of names like Marion Jones, Ayrton Senna, David Coulthard, Tiger Woods, Ines Sastre and Kimi Raikkonen.

Jean-Christophe Babin, President and CEO, TAG Heuer, said, “The brand stands for prestige, performance and passion. Sen embodies these values and we found her to be the right fit for the brand. We just didn’t want a pretty face, we wanted a lady who could capture and inspire the consumers.”

The company is also very optimistic about the coming year. “We are targeting a 50 per cent growth in sales by next year. We also plan to add eight to 10 exclusive showrooms in different cities,” said Ravi Thakran, Regional Managing Director – Asia Pacific, LVMH Watch and Jewellery.

On whether there will be India-specific TAG collection, he said, “We are planning something on those lines. We have asked Shah Rukh Khan to give us his inputs on design and style. We will ask Sushmita to do the same and once this materialises, we will have a collection specially for the Indian market.”

Asked on the strategy adopted by TAG in India, he said, “We did not want to come to India with the international marketing mix. We had to feel the Indian market and understand the Indian consumer. We started in 2002 with a modest ambition but did tremendously well. We are present in 18 cities now and planning to tap new cities and towns next year.”

On the role of female brand ambassador, Sen said, “I am are not trying to push the brand neither is the brand trying to push me. The brand and the ambassador are already there and everybody knows the two. We are just celebrating the link between the two.”

The company has also launched the Link Ladies collection—Link Ladies Chronograph, Link Ladies with Diamonds and Link Ladies with Pink Dial. The Link collection has been priced between Rs 74,000 and Rs 80,000 (without diamonds) and above Rs 1 lakh (with diamonds).

Presently, TAG Heuer holds 30 to 40 per cent share in the premium-end watch market, which includes competitors like Omega and Rado.

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