TAG Heuer “Authorized E-Tailers” Now Number 8, a 4-fold Increase Since the Program’s Inception

This is “Part 1″ of a 2 Part Series.  Today I will give an overview of TAG Heuer’s growing “Authorized E-commerce” program, and then I will share further analysis and insight in a follow up post.

First, the genesis of this discussion.  Browsing TAG Heuer’s website a few days ago I noticed a significant increase in its “Authorized E-Tailers” list.  Although I would consider it still to be a “pilot program”, TAG Heuer now has EIGHT (8) “Authorized E-Tailers” – quadruple the number it had less than a year ago when it began its e-commerce pilot program with Tourneau and Barmakian Jewelers (as I covered here).  Interesting, eh?!

The current lineup of TAG Heuer Authorized E-Tailers

The way that TAG Heuer’s authorized e-commerce program works is that, basically, TAG Heuer allows some of its Authorized Retailers to set up storefronts on a Tag Heuer-hosted website, and each “E-Tailer’s” website is identical except for the swap out of the the name, logo, and contact info.  There is also a link to the retailer’s actual website.  Now what’s not clear is which of TAG Heuer’s authorize dealers are allowed to participate in the program, but more on that later.  Here is an example “authorized” storefront:

While its entire “Authorized E-Commerce” program is an interesting strategy by TAG Heuer, and in fact probably prompted its close rival Raymond Weil to consider online sales (as we uncovered several months ago), I do see a few inconsistencies and oddities with TAG Heuer’s approach.

But, as I am hoping to get a few questions answered and some clarification from TAG Heuer, I will reserve additional comments for a follow-up post.

Related posts:

1. TAG Heuer Shoots Itself In the Foot on TAG Heuer Caliber 1887 Launch
2. TAG Heuer Meridiist is Dead On Arrival
3. TAG Heuer Partially Supports Tiger Woods, But Will It Last?
4. TAG Heuer Stands by Tiger Woods