Customer issue

1. A consumer’s interest for watchmaking leads to very high expectations: expectations in terms of quality and amount of technical information, but also stories and contents that create an emotional bond to the brand.
2. The idea for Tag Heuer was to imagine a place to :
3. • display all the Tag Heuer collections, every item’s specific information and all the brand’s watchmaking know-how
4. • create an emotional bond to the brand, with stories about Tag Heuer and its watches, from their heritage to avant-garde technology, including all the brand’s contemporary ambassadors

Point of view

1. Unify contents around each product : combine heritage and technology to tell a consistent story, and answer consumers’ expectations.
2. Thus, discovering a brand is a fluid process: decomparmentalization, bridges between contents and a balance of product information and brand storytelling.

Ideation

1. Three key words to communicate the brand’s rise to luxury status: Time // Experiences // Innovation.
2. A digital creative concept to showcase contents: past/present/future.
3. A concept that combines interface and ergonomics insights: an invisible interface and intuitive ergonomics.
4. Navigation principles dedicated to the brand’s vision, offering to delve deeper within the site’s contents when it makes most sense.

Results

1. A better engagement of the audience: bounce rate -25% after 3 months
2. More immersion within the brand’s universe: +46% time spent on the website after 3 months