Don’t Crack Under Pressure: Interview with TAG Heuer

April 16, 2019

We are always curious about how companies pave their way to success. That's why we decided to talk with Sylvain Verdon, General Manager for the Swiss Market at TAG Heuer; our partner, a Swiss luxury brand manufacturing watches and fashion accessories. How does the company manage to remain one of the most successful watch brands for almost 200 years? Find out the answers below.

How do you define the company’s success? What are the key ingredients of TAG Heuer’s success?

Our slogan “Swiss avant-garde since 1860” is not just a slogan. Since 1869 and the first keyless, crown-operated winding system for pocket watches, TAG Heuer is distinguished by a capacity for continuous innovation. The history of the brand is so diversified so that today our iconic models (Autavia, Carrera, Monaco, Aquaracer, etc.) are driven by values firmly anchored in our past.

Your company was founded in 1860 which means that you’ve been in the market for almost 200 years. How do you manage to keep your business rolling across the times and trends? What did you learn along the way?

Have one step ahead on the trends! In concrete terms, this means that the brand has never seen innovation as a goal but as a means. TAG Heuer became famous by mastering precision (the 1/100th of a second than the 1/1000th of a second), innovations that have been generated by our historical commitment to many sports (motoring, sailing, skiing, bobsleigh, etc.) where accuracy is key.

tag heuer award

How do you adapt to the digital and rapid growth of various wearables? What are your predictions for the future of the market you are operating in?

We try to bring the TAG Heuer territory and universe into wearable watches. Since 2015 and the launch of the connected watch, the brand has invested its know-how and capacity for innovation in these new technologies

What would you advice to the startup founders who have just started their journey?

Always plan for the fact that no plan ever goes according to the plan!

What is the biggest value for your company in cooperation with companies like Seedstars?

At the last Seedstars World event, we awarded 3 prizes to young entrepreneurs from Asia, Africa and South America. All had common points and values that we totally share: innovation, courage, independence of spirit & entrepreneurship. And don’t forget: Don’t crack under pressure!