Louis Vuitton 2002 Annual Report Download - page 73

SPORTS AND PRESTIGE,
ELEGANCE AND PERFORM ANCE
TAG Heuer continued its partnership with
the sports world as the official timekeeper of
the Formula 1 championship and the world
alpine ski championship. In 2002, the brand
was also highlighted with its partnership with
the Oracle sailboat in the Louis Vuitton Cup.
TAG Heuer intensified its advertising and
promotional efforts and inaugurated its entrance
in the golf world with Tiger Woods, the world’s
top player, now one of the brand’s ambassadors.
The golf champion appeared at the start of 2003
as part of the new advertising campaign, “What
are you made of?”, launched in 2002 with the
participation of such distinguished personalities
as David Coulthard, Marion Jones, Ines Sastre,
Steve Mc Queen and others.
Continuing its policy of exclusive boutiques in
major international cities, TAG Heuer opened
its sixth sales outlet and first American
showroom in the heart of New York’s Soho
neighborhood in March 2002, following
openings in Tokyo, Kuala Lumpur, Singapore,
Sydney and London. Two showrooms were also
opened in Bangkok and Beijing in October.
These exclusive boutiques display all of the
collections under one roof, and they assert the
TAG Heuer style with an interior design that
reflects its core values of prestige, innovation,
performance and precision.
Within its network of selective points of sale,
TAG Heuer continued its intense efforts to
install corners and display cases that improve
the presentation of its product line.
In 2003, TAG Heuer will increase its spending
on marketing and advertising in its principal
markets, primarily by expanding its “What are
you made of?” campaign and the participation
of Tiger Woods. The new items that will be
unveiled at the Basle trade show in April include
a new men’s watch in the Link series and the
Autavia, redesigned by Jack Heuer, will join
TAG Heuer’s Classics line.
CHRISTIAN DIOR WATCHES
RAPID EXPANSION WITH
AN UPDATED STYLE
The momentum created by the new strategy
of Christian Dior Watches in 2001 intensified
in 2002, generating even greater growth for the
brand. Despite a difficult economic situation
for fashion watches, all the lines in all countries
contributed to the strong performance.
The reasons for this rapid expansion reside
in the creative design and the high quality of
the Swiss watches manufactured in the Group’s
workshops in very close collaboration with
the Christian Dior Couture design studios.
The style of the watches, the materials used
in the bands, and the colors of the dials are
designed to harmonize with the couture
collections.
The brand had significant advertising support
in its priority markets with a campaign focused
on the Riva Sparkling watch, a steel model with
a very unique diamond setting designed by
John Galliano, the designer for the Christian
Dior collections.
Anew interpretation of the Chris 47 watch, crea-
ted by John Galliano, will be unveiled at the
Basle trade show in April 2003. The fall season
will see the roll-out of another women’s line
designed by Victoire de Castellane, Dior’s
top jewelry designer.
The brand’s development will be supported by
a number of advertising visuals for the Riva
and Chris 47 watches, and by the installation
of a new generation of corners and display cases.
ANNUAL REPORT 2002 • 71