Watch maker Tag Heuer enjoy The Year of the Tiger in China
Tag Heuer is certainly enjoying the Chinese Year of the Tiger as it emerges that their sponsorship of the disgraced golfer is boosting sales.
Do you recall how quickly different brands dropped Tiger Woods after his myriad affairs emerged in woefully repetitive headlines? Among those distancing themselves from the disgraced golfer was Swiss watch maker Tag Heuer which originally said it would be distancing itself from Tiger Woods. They joined brands like consulting firm Accenture and sport drink Gatorade.
There was a mixed message when they simultaneously revealed they were standing by Tiger via a bold banner on the watch maker’s website, but such a gesture pales alongside the company’s promotion of the star in China, asintellectual property lawyer Edward Humphrey-Evans revealed at a recent meeting of the Newbury Business Group.
Tag Heuer chief executive Jean-Christophe Babin explained to the Sydney Morning Herald how distancing themselves from Tiger Woods actually depended on the sensitivity of the audience.
“Very quickly we have taken sides,” Babin said. “We stay with him but, as he wants more privacy and as he won't play for a while, in the countries where the issue is quite sensitive we won't use him much.”
“In China conversely you have Tag Heuer with Tiger Woods everywhere because [with] the Chinese it rather increases their esteem,” he said. “In China, by tradition, your success is measured by your number of mistresses.”
Did he really say that? Well apparently so! I’m not sure whether to be shocked at the sweeping generalisation about a country as vast and diverse as China, or his breathtaking honesty that Tag Heuer is identifying itself with those who approve of Tiger Woods’ behaviour.
Admittedly, the sales, which are also up in Australia, do speak for themselves, but is this really how a luxury brand wants to align itself? And in terms of public relations, Tag Heuer look rather cynical, and even if more watches are being sold because of Tiger Woods tarnished reputation – does it really need to be said? Tag Heuer has effectively tarnished its own reputation by being so open about its Year of the Tiger.