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TAG Heuer: renewing the brand's territories of expression to reach new audiences
In 2020, TAG Heuer collaborated with CosaVostra to transform its editorial strategy. The aim: to appeal to a younger, more diverse audience thanks to an innovative medium, The Edge, combining online magazine and podcast.
TAG Heuer, a step ahead
Overview
TAG Heuer, a Swiss watch brand founded in 1860, is renowned for its avant-gardism and expertise in luxury sports watches. In 2020, the brand called on CosaVostra to reinvent its digital content and capture a new generation of users. This collaboration gave birth to The Edge, an immersive media that reflects TAG Heuer’s identity while expanding its audience.
Context
TAG Heuer wanted to renew its territories of expression to attract millennials and Gen Z, while reinforcing its reputation among watch enthusiasts. Faced with increasing competition and changing expectations, the brand decided to position itself as a media player by launching The Edge. This project aimed to embody the values of surpassing oneself and innovation that have defined TAG Heuer for over 160 years.
Briefly
CosaVostra supported TAG Heuer in the creation of The Edge, a global medium combining a web magazine and a podcast. This project enabled the brand to attract a young, international audience while reinforcing its avant-garde image.
Results / Impacts
+579%
increase in monthly podcast listenership
70%
of listeners under 35
Solutions
The Edge Media: a global editorial strategy
CosaVostra conceived The Edge as an immersive space combining written and audio content. The web magazine, accessible via the official TAG Heuer website, features articles on sport, lifestyle, watchmaking expertise and artistic collaborations. Each piece of content is designed to reflect the brand’s values while engaging a varied audience.
An inspiring podcast
The Edge podcast features captivating stories around influential personalities such as Patrick Dempsey or Max Verstappen. Each episode explores pivotal moments experienced by athletes or entrepreneurs, reinforcing TAG Heuer’s inspiring image.
Continuous optimization
The team integrated AI into the SEO strategy to maximize traffic and enhance the user experience. The magazine’s artistic direction was continuously optimized to ensure smooth and engaging navigation.
E-commerce activation
Subtle call-to-actions were embedded in the content to guide readers toward the e-shop. These initiatives helped convert a young audience into active consumers.
