Gulf, meanwhile, also has a rich association with motorsports, and a Tag Heuer watch was worn by Steve McQueen in the 1971 movie Le Mans, in which he drove a Porsche 917K featuring the Gulf logo on the side. It’s no coincidence.
A billion-dollar vision
Tag Heuer currently generates more than $600 million annually. But Arnault believes the brand can grow beyond the $1 billion barrier in the coming years despite current economic difficulties through its brand strength and worldwide awareness, in addition to further “untapped” potential.
“We’re seeing a strong dynamic, strong growth, in all the key markets in the world and a growing desirability for our watches,” he continued, adding that the brand started a waitlist for buyers seeking secondhand watches a year and a half ago. “And all of our launches, we’re seeing great success. So it gives us confidence in growing the brand faster and further.”
