Sure, Tag Heuer still markets their watches—particularly the Carrera and Monaco—with racing imagery, but they’re far more likely to do so with famous faces than by evoking the spirit of motor racing. With these older catalogs I can project myself into the race car. Today’s marketing angle seems to be, “Be like Leonardo DiCaprio, buy a Tag-Heuer”.
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Precisely. These types of ads , and the fact that Heuer was for may years the only ‘non-automotive’ sponsor of Ferrari- are the exact reason I grew up wanting one of their watches. After I finally purchased one, even tho it was by then a TAG Heuer, they ruined it for me by using tiger woods to advertise the exact model I have… Time to trade for a Rolex.