NEW YORK — Uma Thurman seems to be LVMH’s advertising darling. Her print ads for Louis Vuitton launched this month, and now she’s pushing product for Tag Heuer — also an LVMH Moët Hennessy Louis Vuitton-owned firm, though executives insisted the brands’ decisions to hire Thurman had nothing to do with each other.
Thurman is one of four celebrities in the luxury watch company’s new ad campaign photographed by Patrick Demarchelier and titled “What Are You Made Of.” Golf pro Tiger Woods, tennis star Maria Sharapova and NASCAR racer Jeff Gordon also will appear in the ads, which are set to begin in mid-February.
“We’re broadening the brand positioning from sports-inspired to sports-, fashion- and glamour-driven,” said Daniel Lalonde, president and chief executive officer of LVMH Watch and Jewelry, at a press conference Tuesday at the Mandarin Oriental Hotel here.
Indeed, Woods has represented the brand since 2003, and Sharapova and Gordon will continue to appeal to the sports-minded consumer. But Tag Heuer has a history with Hollywood, starting in 1970 when Steve McQueen partnered with the company to support its Monaco Chronograph watch. Since then, Tag Heuer watches have been placed in a number of films, most recently the Golden Globes-nominated “Closer” and “Collateral.”
In the ads, Thurman is posing with her wrist near her face; both Woods and Sharapova are shown finishing a swing, and Gordon appears in his racing gear. All the ads, except for Gordon’s, will run worldwide. Gordon’s will only appear in the U.S.
Thurman, who has a three-year contract with the brand, was chosen because she portrays intelligence, strength, beauty and style, Lalonde said. “And if you’ve ever seen ‘Kill Bill,’ you see she’s still feminine but performance-driven,” he said.
Like the three other ambassadors, Thurman will contribute to the design of Tag Heuer watches, in particular the Links series.
The firm will invest deeper in its women’s business this year and will introduce women’s styles with touches such as diamond and mother-of-pearl in each of its five collections. Last year, the brand saw a mid-30 percent increase in overall sales. Tag Heuer expects its greater focus on the women’s market in 2005 will help drive high-double-digit increases in sales this year, Lalonde said, and expects the women’s sector to grow at a 50 percent faster rate than the men’s.To attract the consumer, in addition to signing Thurman and Sharapova, Tag Heuer will begin advertising in women’s fashion magazines starting with March issues. Lalonde declined to say how much the “What Are You Made Of” campaign cost, only revealing the budget was a double-digit increase over last year’s plan.
With the advent of the Woods campaign, which brought immediate double-digit growth within the first month, Tag Heuer was quick to learn the power of a celebrity endorsement. It appears that it’s not looking back. Also beginning in February, Brad Pitt will serve as a regional brand ambassador for the European and Asian markets. As to whether Pitt’s ads will ever come to the U.S., Lalonde said: “We’ll see how it goes. Maybe in time he’ll become a global ambassador.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty