Commencing its 150th anniversary celebrations on the back of the Tiger Woods sex scandal might have made some executives at Tag Heuer nervous but there were positives and negatives to this association, the company’s CEO Jean-Christophe Babin says.
In the US, Woods’s image has been removed from the company’s advertising. However, it remains on the Tag Heuer website and, in China, use of it has been increased.
"In China conversely you have Tag Heuer with Tiger Woods everywhere because [with] the Chinese it rather increases their esteem," says Babin. "In China, by tradition, your success is measured by your number of mistresses."