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Published by:
INSEAD (2017)
Revision date:
12 pages
Data source:
Field research


This is part of a case series. The Swiss company Tag Heuer, maker of luxury watches, is part of the LVMH group (Moet Hennessy Louis Vuitton). In 2015, CEO Jean-Claude Biver is deciding whether to launch its first-ever fully connected Swiss watch, manufactured in partnership with Google and Intel. Entering this new market presents an unprecedented challenge: making a watch based on a technology (microprocessors) that the Swiss have not mastered. Is Tag Heuer ready to compete in the digital space - and potentially without the traditional 'Swiss Made' label? Case B takes up the story following the successful launch of the TAG Heuer connected watch. Sales are beyond all expectations for the luxury Swiss watchmaker and its partners Intel and Google. There are a few surprises too - the consumers are older than they expected and the watches sell out far quicker than anticipated - hence the company runs into some supply chain issues. Please visit the dedicated case website to access supplementary material. This case has been featured on our website, click to view the article.


Watches; Luxury; Wearables; Connected watches; Digital transformation; Google; Intel; Clusters; Jean-Claude Biver; Global strategy; Digital disruption; Apple Watch; Swissmade; Silicon Valley; Switzerland
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2018 - The Case Centre Awards - Outstanding Case Writer: Hot Topic Competition winner