McLaren lose Tag Heuer
Discussion
PW said:
andyps said:
TAG Heuer and champagne are similar lifestyle items, TAG Heuer and Red Bull not so much so to me.
Maybe TAG like the idea of having a logo visible every 5 mins when Horner/Marko/Mateschitz spit the dummy and they're plastered all over the news.Maybe Red Bull have realised the market for "extreme sports" wannabies is at saturation and want to expand their market as the foul tasting pick-me-up of choice of millionaires, and people who aspire to be like them, on a night out.
Red Bull has been sponsoring events for long enough that the spotty youths who bought casios and watched BMX may now have jobs in IT and want be in the market for a nice Swiss watch. Given the aging demographic of F1 viewers in general, and the even older demographic of people who remember McLaren's WCC sucesses, the move to Red Bull makes sense IMO.
glazbagun said:
Tag Heuer's market isn't really champagne swilling millionaires though, is it? They start as entry level prestige sports watches/fashion and (exhibition pieces aside) don't have much over the £5K bracket (which is ~ entry level sports Rolex).
They are typically £1500 - £5000 which is a reasonable amount to spend on something which tells the time for most people, maybe not millionaires (certainly those who achieve that in cash rather than property terms) but if you look at the other brands owned by LVMH TAG Heuer fits in with them which makes it more champagne than Red Bull - http://www.lvmh.com/houses/I believe in certain growth markets where LVMH and TAG Heuer want greater exposure, the Red Bull tie up with two young drivers is very interesting. The car is not part of the offer, TAG Heuer use 'brand ambassadors', just look at the ads they run currently. Rolex dominates in F1 with regard to an on screen campaign, and Bernie has altered TV footage to not show on car sponsorship as he once did. The Red Bull drivers are somewhat more interesting than those at McLaren and they offer a fresh new....and more dynamic appeal to the 25-35 year olds males who may be looking for a new time piece. The Casio tie up never worked because the G Shock range was never exploited just the Edifice range.
The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
belleair302 said:
I believe in certain growth markets where LVMH and TAG Heuer want greater exposure, the Red Bull tie up with two young drivers is very interesting. The car is not part of the offer, TAG Heuer use 'brand ambassadors', just look at the ads they run currently. Rolex dominates in F1 with regard to an on screen campaign, and Bernie has altered TV footage to not show on car sponsorship as he once did. The Red Bull drivers are somewhat more interesting than those at McLaren and they offer a fresh new....and more dynamic appeal to the 25-35 year olds males who may be looking for a new time piece. The Casio tie up never worked because the G Shock range was never exploited just the Edifice range.
The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
It's also that TAg are trying to get into smartwatches. Their demographic for this is not the mature audience, it's youth. McLaren losing a lot can't have helped, but it's not like RBR had a stellar year this year either.The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
belleair302 said:
The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
It may be an age thing but this type of image got me interested in what is now TAG Heuer:
Not sure if this would do the same:
andyps said:
belleair302 said:
The switch has to me little about the performance of McLaren but has more to do with the characters and the drivers. Neither Alonso nor Button have the appeal of the young turks from Red Bull. Thats marketing.
It may be an age thing but this type of image got me interested in what is now TAG Heuer:Not sure if this would do the same:
These people are:
andyps said:
Then I definitely don't want a TAG Heuer!!
The image from their website gives a different perspective, this is the launch of the smart watch:
Who's the guy second from left? Old racing driver? He looks like a machine operator given ten mins notice and asked to pop up in his best blue labcoat* to collect his new watch as reward for 55 years loyal service. The image from their website gives a different perspective, this is the launch of the smart watch:
- My english is failing me. What's the general term for a labcoat? Sort of like between overalls and an apron.
mikecassie said:
Reported on Autosport that Tag Heuer are leaving McLaren and going to sponsor Red Bull. More woes for McLaren then, lowest Constructor position since god knows
(googles...)9th at the moment. So, not since 1980, also 9th, but at least in 1980 they had 14 other teams to compete against, not 9. And before that was 1967 which was basically just McLaren himself and an underpowered and underdeveloped BRM V12 engine.
Composite Guru said:
andyps said:
As part of LVMH the TAG Heuer brand is moving from McLaren but another of their brands - Moet Hennessy - have recently joined them. So LVMH have not lost faith in McLaren.
What it has done for me though is make a TAG Heuer less desirable. For as long as I can remember I have wanted one and have recently been saving to get one (as something essentially frivolous I can't justify the spend any other way than a bit each month) but suddenly I'm not sure I want one any more. The fit of a luxury product with a fizzy drink just doesn't work for me, with the association being all wrong. With the smart watch TAG Heuer have announced I can see there being some merit to trying to appeal to a younger demographic which may be the case with Red Bull, and I'm not in that sector so maybe they don't care about me. In which case, I don't need to care about them.
Yeah, that would sway me not to buy a Tag as they are in partnership with a fizzy drink company. What it has done for me though is make a TAG Heuer less desirable. For as long as I can remember I have wanted one and have recently been saving to get one (as something essentially frivolous I can't justify the spend any other way than a bit each month) but suddenly I'm not sure I want one any more. The fit of a luxury product with a fizzy drink just doesn't work for me, with the association being all wrong. With the smart watch TAG Heuer have announced I can see there being some merit to trying to appeal to a younger demographic which may be the case with Red Bull, and I'm not in that sector so maybe they don't care about me. In which case, I don't need to care about them.
REALIST123 said:
Composite Guru said:
andyps said:
As part of LVMH the TAG Heuer brand is moving from McLaren but another of their brands - Moet Hennessy - have recently joined them. So LVMH have not lost faith in McLaren.
What it has done for me though is make a TAG Heuer less desirable. For as long as I can remember I have wanted one and have recently been saving to get one (as something essentially frivolous I can't justify the spend any other way than a bit each month) but suddenly I'm not sure I want one any more. The fit of a luxury product with a fizzy drink just doesn't work for me, with the association being all wrong. With the smart watch TAG Heuer have announced I can see there being some merit to trying to appeal to a younger demographic which may be the case with Red Bull, and I'm not in that sector so maybe they don't care about me. In which case, I don't need to care about them.
Yeah, that would sway me not to buy a Tag as they are in partnership with a fizzy drink company. What it has done for me though is make a TAG Heuer less desirable. For as long as I can remember I have wanted one and have recently been saving to get one (as something essentially frivolous I can't justify the spend any other way than a bit each month) but suddenly I'm not sure I want one any more. The fit of a luxury product with a fizzy drink just doesn't work for me, with the association being all wrong. With the smart watch TAG Heuer have announced I can see there being some merit to trying to appeal to a younger demographic which may be the case with Red Bull, and I'm not in that sector so maybe they don't care about me. In which case, I don't need to care about them.
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