TAG Heuer Quietly Expands Authorized E-Commerce Initiative

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TAG Heuer Quietly Expands Authorized E-Commerce Initiative
by Kyle Stults on August 18, 2009

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:

tag3

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.

https://wso2.org/wiki/display/~farseechamp Bill Bartmann

I’m so glad I found this site…Keep up the good work
Kwok

The way that TAG Heuer’s authorized e-commerce program ACTUALLY works is that, basically any authorized dealer can participate as long as they pay an initial set up fee of $20,000.00 I am not sure how it works once set up, ie a percentage of sales, annual fees, etc.
MARC

Checking on the net, I found a website showing the “authorised e-commerce” logo from Tag Heueur which is not on your list. Does that mean they are fake?
website is : http://www.tagheuer-watches.com/index.html
The prices they propose are very surprising. They say products are genuine and they get their prices from left over stocks or other means. Do you know them? Thanks for your answer. The way they use Tag Heuer name, logo and communication, if they are selling fake, I think should be reported to the trade mark. Please keep me posted withyour comments
MARC

Checking on the net, I found a website showing the “authorised e-commerce” logo from Tag Heueur which is not on your list. Does that mean they are fake?
website is : http://www.tagheuer-watches.com/index.html
The prices they propose are very surprising. They say products are genuine and they get their prices from left over stocks or other means. Do you know them? Thanks for your answer. The way they use Tag Heuer name, logo and communication, if they are selling fake, I think should be reported to the trade mark. Please keep me posted with your comments

Kyle

MARC — thanks for bringing this to our attention. Indeed it looks like this store is a counterfeit TAG Heuer “Authorized E-tailer”. I would say be careful! You can see the officialy Authorized TAG Heuer e-tailers here:
http://www.tagheuer.com/the-brand/contacts-services/authorized-online-retailer/index.lbl?lang=en

I’ll be writing a follow-up story on this within the next few days.
Kyle