No brand truly owned the sailing space, and TAG Heuer’s brand assets meant it was well-positioned to capitalise on the opportunity and connect with new audiences.

We helped TAG Heuer form a holistic understanding of the sailing opportunity, including the size, value and profile of the potential audiences, the degree of investment needed, and guidance on the type of activations that might be compelling. In the wake of this work, TAG Heuer announced a major global sailing partnership in early 2023.