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Tag Heuer SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 30, 2023Read time:

Here is a detailed SWOT analysis of Tag Heuer covering strengths, weaknesses, opportunities and threats.

Tag Heuer Strengths

  1. TAG Heuer is an established brand around the world, high international brand awareness
  2. High brand recall of TAG Heuer as the official timekeeper of World class sporting events like the Olympics, Formula One etc
  3. Member of the FHH – the most exclusive club in the Swiss watch-making Industry
  4. High brand loyalty and brand equity
  5. TAG Heuer has associations with international celebrities for brand promotion through TVCs and print ads
  6. Strong backing and financial position of the parent company helps the brand grow
  7.  TAG Heuer has a very strong legacy since its inception in 1860
  8. The company has exclusive showrooms and available at premium watch stores in more than 120 countries
  9. More than 1500 people are employed with the TAG Heuer brand

Above are the strengths in the SWOT Analysis of Tag Heuer. The strengths of Tag Heuer looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Tag Heuer Weaknesses

  1. Counterfeit watches spoil the brand name and affect the business
  2. Competition from luxury brands means limited market share growth for TAG Heuer

These were the weaknesses in the Tag Heuer SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Tag Heuer Opportunities

  1. High growth in the luxury watches segment in emerging economies can be tapped by TAG Heuer
  2. High-end watches are the first luxury pieces that a consumer buys giving a window of opportunity for the brand to establish itself as the first luxury piece aspired by a consumer
  3. Innovation in terms of digital watches can help the TAG Heuer brand explore more business avenues

Above we covered the opportunities in Tag Heuer SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Tag Heuer Threats

  1. Intense competition from luxury watch makers can affect business
  2. Low switching costs for the wealthy people can hurt brand loyalty of TAG Heuer
  3. Threat from cheap and fake imitations which can hurt sales & business

The threats in the SWOT Analysis of Tag Heuer are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Tag Heuer SWOT analysis.

About Tag Heuer

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Tag Heuer Overview
Parent Company

LVMH Louis Vuitton S.A.


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

What are you made of?


TAG Heuer offers a sporty look in the luxury segment

Tag Heuer STP

Premium watches segment across the world

Target Market

Young Affluent Men from High Income group


TAG Heuer is positioned as a classy & prestigious sports watch

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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