TAG Heuer Appeals to Millennials with New Ambassador J Balvin

TAG Heuer’s newest ambassador, J Balvin—a 31-year-old Colombian singer, songwriter, rapper, and record producer—reflects the brand’s latest push to capture the aspirational imaginations of Millennials. In addition, its new partner reaches an untapped audience in Latin America, where Balvin is best known.

Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Watch Division, made the announcement in the bi-level penthouse suite at the Faena Hotel in Miami Beach on Wednesday, February 15, 2017, one day after celebrating its partnership with model Bella Hadid in New York City. These new ambassadors signal TAG Heuer’s strategy of targeting Millennials with its marketing. “We need to start with Millennials,” explains Biver. “Although they cannot buy now, they will be buying later. If you don’t talk to them now, how can they dream about you later?”



Biver met Balvin by chance in a Colombian hotel and learned of the musician’s popularity in South America and his admiration of TAG ambassador Cristiano Ronaldo. In addition to Ronaldo, Balvin, and Hadid, TAG’s lineup of ambassadors incudes actor Chris Hemsworth, DJ David Guetta, and street artist Martin Garrix. “We have quite the community,” says Biver. “When Bella puts up an Instagram post about us, 10.7 million people see it. We have huge activity in social media thanks to these ambassadors.” Balvin’s Instagram following is even higher at 14.7 million.

“I am grateful because this is the first time they have had a Latino music artist,” says Balvin, wearing a Carrera Heuer-02T tourbillon, noting that he is a long-time watch fan and collects them now that he can afford to. As an ambassador, he hopes to promote an updated image of Latinos. “I am so proud for Latinos to make a new statement: We’re cool,” adds Balvin, who has won multiple Latin Grammy Awards and recently collaborated with artist Pharrell Williams. “With TAG and this new team, we’re going to show the world the new vision that I have about Latinos.”

Biver also sees a benefit in Balvin’s youthful and ethnic image transfer. “It will make the brand cool,” he says. “It will make the brand younger. It will make the brand a little bit trendy. And it will bring us some Millennials.





Following the press conference, Balvin performed at the annual fundraising gala to benefit Give To Colombia, a non-profit organization that supports education, environment, health, and economic development in Balvin’s home country. In addition to donating a TAG Heuer Carrera Heuer-02 Tourbillon and a TAG Heuer CARRERA Calibre 9 for the event’s silent auction, Biver also presented the charity’s president and co-founder, Angela M. Tafur with a check for $30,000.