Brice Tchaplyguine, the man at the helm of TAG Heuer Southeast Asia, South Korea and Australia, tells StarChrono how the watch brand’s motorsports heritage helps it stand out. — Photos courtesy of Tag Heuer
In the crowded market place of luxury watches, each brand needs to find its unique brand narrative to shine.
Tag Heuer Southeast Asia, South Korea and Australia managing director Brice Tchaplyguine shares how being true to one’s heritage and brand DNA has allowed a long-standing Swiss brand such as Tag Heuer to stand out from the crowd.
“Tag Heuer is a strong brand in the region, widely recognised for its association with motorsports and its expertise in chronographs.
“The level of brand maturity varies across countries.
“For instance, our presence and positioning are well-established in markets like Australia, whereas there is significant growth potential in growing markets such as Thailand.
“While we maintain a consistent strategy that remains true to our DNA and heritage, we tailor our marketing and commercial approaches to each country to effectively engage with our customers and prospects,” he says.
“I always try to maintain a positive outlook, focusing on opportunities rather than obstacles,” says Tchaplyguine.
“My primary challenge and obsession is to ensure that we provide the right retail experience to our customers, regardless of the point of sale or country.
“Our customer is our king. They must experience our DNA of Chronograph, Performance, and Motorsport when they enter our boutique and interact with our teams.”
Tchaplyguine: Customers should experience the brand’s DNA of Chronograph, Performance and Motorsport.
A graduate of EDHEC Business School in France, Tchaplyguine’s stellar career began at Mondelez International before spending a few years in L’Oréal’s French luxury division.
Tchaplyguine says: “I have been fortunate to receive training from these esteemed companies where I had the opportunity to grow within a community of talented individuals − colleagues and inspiring managers.
“As I advanced in my career, I progressively took on more strategic roles and worked with higher-end products, transitioning from the fast-paced environment of mass consumption to the luxury sector.”
His experience in sales, the significance of working in a collaborative environment, and the critical importance of sharing his vision with his team to secure their commitment have all shaped his caring yet demanding leadership style today.
Tag Heuer Chronosprint Heritage Monte Carlo dashboard.
New levels of sophistication
Tchaplyguine’s positivity stems from his confidence in his team and the Tag Heuer brand, a confidence well-founded in his experience overseeing sales, marketing and after-sales across 18 diverse markets – including South Korea, Australia and Southeast Asia.
His vision is to leverage the brand’s strength to achieve regional growth by fostering collaboration with his team and key partners to enhance TAG Heuer’s presence and reinforce its position in the luxury watch market.
When navigating cultural nuances in each country that he oversees, Tchaplyguine is determined in always placing Tag Heuer customers as their top priority.
“It is essential for us to understand their needs, values and personal motivations.
“We adapt our communication, training and policies to effectively address this critical issue,” he says.
Tchaplyguine readily shares that one of his favourite Tag Heuer watches is the Monaco Caliber 11 Steve McQueen.
“The Monaco is the icon of our Maison – timeless, embodying the perfect stretch between sportiness and elegance – and bridging the gap between a classic model and modernity.”
Tag Heuer has been around for over 100 years. So, does this make Tchaplyguine’s role easier?
Without skipping a beat, he quips, “For sure!”
“Our heritage, particularly in motorsports, and our expertise in chronographs are strengths that make Tag Heuer unique within the watch industry.
“Today, our Maison is a major player in the watch industry because we have established legitimacy and shaped our DNA over more than 160 years,” he points out.
The Tag Heuer and Porsche Rallye collaboration inspired a new Carrera Porsche Chronosprint.
When icons race together
In the high-stakes world of motorsport and fine watchmaking, few partnerships carry the weight and prestige of the collaboration between Tag Heuer and iconic sports car manufacturer Porsche.
It was the first brand to sponsor F1 drivers in the 1960s, thanks to Jack Heuer’s vision.
Returning as the Official Timekeeper is a natural progression that helps the brand reaffirm its identity and further anchor the brand in motorsport, Tchaplyguine explains.
“Formula 1 is a significant communication platform that enables us to create an emotional connection with our community of fans and customers.
“We began celebrating this new chapter of our partnership with F1 during the LVMH Watch Week last January, unveiling remarkable new F1 Chronographs and a new Carrera Porsche Chronosprint timepiece.
“More exciting releases are expected at Watches and Wonders next week,” he adds.
Tag Heuer is a brand of performance, and innovation is an integral part of its history and DNA.
According to Tchaplyguine, innovating does not mean straying from the brand’s heritage.
“Our latest creations, such as the Monaco Skeleton, demonstrate significant qualitative improvements and new designs while still paying tribute to our signature and original models.
“This is what I refer to as a good balance between heritage and modernity,” Tchaplyguine concludes.
