When Jean-Claude Biver became CEO of TAG Heuer, he set out to reinvent the legendary Swiss watchmaker for a new generation. His vision? Transform traditional boutiques into experiential destinations where heritage meets innovation — and where TAG Heuer's music plays a starring role. Here's how Soundtrack worked with the brand to bring that dream to life in 2016, then went on to help shape its next chapter.

Who they are

Swiss watch brand TAG Heuer has long been synonymous with precision, sport, speed and adventure. From 19th-century pocket chronographs used for horse and greyhound races to official timekeeping for the Olympics, Indy 500 and Formula One, TAG Heuer has always played a central role in high-performance timing.   

In 2014, visionary CEO and marketer Jean-Claude Biver took the helm. Known for making brands like Blancpain, Hublot and Omega both profitable and culturally relevant through bold campaigns and high-profile ambassadors, Biver set a clear goal at TAG Heuer: preserve the brand's legacy while reimagining it to resonate with a younger generation. "It's the right way to showcase the brand's spirit, history and forward-leaning character to the customers of tomorrow," he said.

What TAG Heuer needed

For Biver, music was essential to modernizing the TAG Heuer experience. “Music is a language that lets the brand communicate with young people across the world, no matter what language they speak,” he said. “The younger generation is a music generation, so music is critical to this transformation.”

TAG Heuer embraced music on a global stage, partnering with EDM superstars like David Guetta and Martin Garrix. But despite these big-name collaborations, the in-store experience felt disconnected. “I want everybody who steps into a TAG Heuer boutique to feel at home, but that's not currently the case in all our boutiques,” Biver explained at the time. 

“I don't want our shops to look like [traditional] watch shops,” he added. “I want them to look like an experience. Like an emotion. Like a dream shop. Music can promote this.”

How Soundtrack helped 

To bring Biver's vision to life in its retail stores, TAG Heuer turned to Soundtrack. After immersing itself in TAG's new identity, our music curation team began building playlists designed to reflect the brand's avant-garde spirit — modern, bold and disruptive, yet welcoming — and resonate with a new generation of watch wearers.  

“Just like the music of TAG Heuer ambassadors David Guetta and Martin Garrix, Soundtrack's programming for the brand is grounded in the global EDM scene,” says Magnus Rydén, VP of Music at Soundtrack. “But instead of only bombastic arena anthems, the focus was on tracks that are stylish, dynamic and emotionally resonant, the perfect fit for boutique settings.” 

The result

TAG Heuer boutiques began offering an experience that went far beyond watches. Music transformed the retail spaces into immersive brand experiences, and became a powerful way for customers to connect with the brand. 

“Thanks to its emotional qualities, music has been a more direct way to reach people in our boutiques,” Biver said. “When we promote music, we're often more effective than when we promote our watches. The watch should never be first. First, you must have the emotion, the experience. You must feel at home, to feel, This is my lifestyle. Only then do you buy the watch.”

Evolving the sound for the future 

In 2024, the watch brand and Soundtrack partnered again — this time under the direction of TAG Heuer VM and Trade Marketing Executive Julie Lacombe — to refine its in-store sound for a new era. After a detailed music workshop, the Soundtrack curation team moved away from EDM and club-focused genres in favor of a more modern sound that reflects who the brand is now. 

The updated playlists feature 700–800 carefully curated tracks, a mix of energetic indie pop and indie dance music. “The music is still based on the brand's values,” says Soundtrack Music Account Manager Alf Tumble. “It still feels energetic and youthful, but it's better aligned with TAG Heuer's evolution. The idea was to make the store experience even more exciting.” 

Find your soundtrack 

TAG Heuer used Soundtrack to transform its boutiques into immersive and emotionally resonant spaces, all through the power of music. Try Soundtrack free for 14 days and see how it can work for your business.