Tag Heuer shakes up its European advertising

Tag Heuer, the Swiss luxury watchmaker, has appointed Jean-Marc Lacave as its managing director, and has called a review of its European advertising business.

Lacave joins from Louis Vuitton Moet Hennessy’s (LVMH) wines and spirits brand, Pommery, where he was head of marketing. Lacave will be based in the UK and replaces Neil Duckworth who has left the company without a job to go.

A spokeswoman at Tag Heuer says: “Duckworth has left the company to do his own thing.”

The luxury watch brand was bought by LVMH in 1999 for £485m. The group is divided into different divisions – including watch & jewellery, fashion & leather and champagne & wine.

Tag Heuer parted company with ad agency Bartle Bogle Hegarty (BBH) last year and returned its account to TBWA Worldwide. The account is worth an estimated £2m in the UK.

The account is managed out of Paris by agency BDDP@TBWA, which handled the Tag Heuer business for seven years before losing out to BBH in 1997. It is believed that the review is being led from the Paris-based office of LVMH Watch & Jewellery.

Tag Heuer is planning to open its first flagship retail outlet in London in September this year.

LVMH Watch & Jewellery also includes Ebel and Maurice Lacroix watches brands.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here