The TAG Heuer Carrera Connected Watch (A): Swiss Avant-Garde for the Digital Age

Monteiro, L. Felipe

  • ケース
INSEAD

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.

出版日
2023/08
ボリューム
20ページ
コンテンツID
CCJB-INS-6291A
オリジナルID
6291A
ケースの種類
Case
言語
英語
翻訳
日本語
カラー
製本の場合、カラー印刷での納品となります。

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