The soaring value of the Swiss franc has caused many Swiss watch makers to increase their prices in the eurozone, Asia and the UK.
But Tag Heuer, which is emerging from a considerable corporate restructuring, says it has managed to find efficiencies that not only allow it to keep prices the same in eurozone countries, it can even reduce them in key markets.
The brand will not increase its prices in the eurozone, Japan or Singapore, and there will be an average price reduction of 8% in Switzerland, China, the USA, the Caribbean, Central America and South America.
Prices will fall by 7% in the United Kingdom and by 13% in Hong Kong.
“Tag Heuer is seizing the opportunity of the recent appreciation of the Swiss franc to rebalance its international price policy. This new price policy represents an extremely reassuring, positive, constructive and dynamic message for customers and brand partners,” the company says.