Mar 1, 2010, 11:00 AM EDT
Tag Heuer may have removed Tiger Woods from all of its advertising in the U.S., but there’s a reason that the Swiss luxury watch maker hasn’t bid him adieu completely. Other countries don’t necessarily think of the Tiger Woods scandal the same way that we do. Take China, for instance. The Chinese can’t get enough of Tiger and his cheating ways; they are, after all, the people that gave us the awesome Tiger Woods-Elin Nordegren computer animation reenactments. And as far as product endorsements go, Tiger’s infidelity is actually a plus. Yep.
Consequently, in the US, Woods’s image has been removed from the company’s advertising. However, it remains on the Tag Heuer website and, in China, use of it has been increased.
“In China conversely you have Tag Heuer with Tiger Woods everywhere because [with] the Chinese it rather increases their esteem,” he said. “In China, by tradition, your success is measured by your number of mistresses.”
While Gatorade and Accenture are kicking Tiger to the curb and cutting their losses (A UC California-Davis states that the scandal cost shareholders of Woods’s sponsors up to $12 billion), Tag Heuer chief executive Jean-Christophe Babin said Tag Heuer’s losses so far are zero.
“I can tell you, on Tiger, there is zero damage,” he said. “So I don’t know how they calculated that [figure]. Yes we received some letters off angry people because we are siding by Tiger so the question is, were they Tag Heuer users or not? Most were not. Would they ever acquire Tag Heuer? Most not as well.”
Of course he’s Swiss; he’s supposed to be neutral. But this is a good indication that the Tiger Woods sponsor crisis is not as serious as first believed.
Tag, Tiger and timepieces [Sydney Morning Herald]
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