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Newsletter - The beautiful game

Newsletter The beautiful game

A major announcement by TAG Heuer raises the stakes in sports sponsorship, even to the point of competing with a sister brand

He did it with Hublot and now he is doing it with TAG Heuer. Whether it is breaking new ground or using tried, tested and proven recipes, Jean-Claude Biver aims high. Between them, two brands of the LVMH watch division of which he is chairman now have partnerships with the FIFA World Cup, three top-flight European football clubs, the German Bundesliga (see our announcement from Saturday) and some of the world’s most popular footballers and team managers.

“Jean-Claude Biver is a genius of the industry who rightly merits a biography”

Paul O'Neil

Other watch brands followed hot on Hublot’s heels, suddenly realizing the huge potential of this hitherto untapped market, but the new announcement by TAG Heuer occupies yet another strategic position in the game, in a market of 80 million people with a league that is broadcast in over 200 countries. After Hublot brought high-end watchmaking to the wrists of the world’s rich footballers, TAG Heuer will now offer its more affordable Swiss Made timepieces to the broader audience of fans. All this will help to further boost the bottom line of the LVMH watch and jewellery division, which announced a 91% increase in net profits last week (against an overall background increase of 5% for the group as a whole).

By happy coincidence, the other watch brands in the LVMH portfolio all feature prominently on WorldTempus this week, starting today with a look at the Louis Vuitton Tambour collection by Michèle Brunner. Later this week we will also be taking a look at the new Bulgari Scuba collection and an Extra Special version of the Zenith Pilot Type 20.

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