Corroborating my sentiment, Amelia Sillard, vice-president for Southeast Asia of LVMH Watch & Jewelry, which owns TAG Heuer, says: “In many countries in the world, TAG Heuer is the first watch that people may receive for their graduation or their first job.”
Bold innovation and high-profile partnerships power TAG Heuer. Amelia Sillard, vice-president for Southeast Asia of LVMH Watch & Jewelry, talks about the brand’s aspirational appeal and accessible luxury.
SINGAPORE (Dec 18): It was the mid-1990s, and I distinctly remember the wave of envy that came over me when a classmate rocked up to school one day flaunting on her wrist the new TAG Heuer her parents had bought her. Back then — and for maybe a decade until the widespread adoption of the smartphone made the time-reading raison d’être of watches obsolete — owning a TAG Heuer made you one of the cool kids. It was what many of us aspired to as teens; a status symbol much like how a Rolex is a rite of passage into adulthood for the society set.
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