THE SOCIAL BUZZ

OF TAG HEUER CONNECTED WATCH

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

08 August – 22 August 2016

OURMISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship

and creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN AUGUST 08 TO AUGUST 22

Percentage of conversations on luxury watches penetrated by the topic

TAG Heuer increase buzz around their Connected watch with Premier League and MLS partnerships

Increase of interest in the Omega Seamaster Planet Ocean with help from Michael Phelps partnership and being named by several as one of the most popular watches of the year

The dress watch is quickly becoming one of the must-have accessories of the summer

Continued interest in Omega’s presence at the Rio Olympics

Breitling makes noise around their Chronoliner timepiece after giving it the Blacksteel treatment

1.77%

1.37%

1.37%

1.31%

1.03%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

What’s been published on the HH Journal:

Minimalism: A Trend to WatchAnalysing the increased interest in dress watches and the rise of a minimalistic style in luxury watch design

ANALYSINGTHE SOCIAL BUZZ

OF TAG HEUER CONNECTED WATCH

With TAG Heuer already highly integrated into the world of sport (notably with their Formula 1 range and many celebrity partnerships) it is

hardly unsurprising that the brand would look to extend this connection with their new

Connected watch.

In recent days TAG Heuer have announced major brand partnerships in the world of football, with officials in both the Premier League and MLS set to wear the Connected watch while on the pitch – this partnership includes the creation of an app specifically designed to mesh perfectly with both

45-minute halves, stoppage times, 15-minute halftime rest and extra time.

Beyond the mere partnership, TAG Heuer’s presence and activities during an exhibition

football game between MLS All-Stars vs. English Premier League Arsenal on July 28th, has continued to generate pulse among the

online watch community. As well as TAG Heuer branding on the field, the MLS substitution board was constructed to mimic the shape and details

of the Connected watch.

“Consider the brand’s high-profile partnership with New England Patriots QB Tom Brady, its controversial release

of a $16,000 tourbillon at this year’s Baselworld, its highly touted launch of the Connected Watch, and its new role

as official timekeeper for Major League Soccer (MLS) and other U.S. soccer

organizations.”

Mark Bernardo

Among Influencers

9.93%Penetration of conversations by TAG Heuer in Swiss watch

related conversations

39.2% Increase of TAG Heuer mentions against the previous two weeks

17.82% Of mentions of TAG Heuer

are in relation to the Historiques collection

Beyond Influencers

23,057All online mentions of

TAG Heuer

36.82% Increase of TAG Heuer mentions against the previous two week

2.87% Of mentions of TAG Heuer

are in relation to the Olympics

SUMMARY

As the first smartwatch to be made by a traditional luxury watchmaker, the TAG Heuer Connected watch aimed to prove that tradition, heritage

and 150 years of Swiss craftsmanship could be connected to the world of fast moving technology.

While the Apple Watch may be regarded by many to be a tech device first and a timepiece second,

TAG Heuer have clearly aimed for their Connected watch to fundamentally be a timepiece - as seen

with the brand integrating the DNA and style codes of their Carrera collection into the design of their Connected watch. Arguably this approach has

helped maintain a steady pulse of buzz surrounding the watch among online luxury and horology

publications/influencers.

The news that TAG Heuer is set to integrate the Connected watch into sport has been met with a

generally positive response, with many digital users excited to see what this technology will bring to the

‘beautiful game’.

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

Follow us on: