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IndustryExclusive partnership agreement sealed with TAG Heuer

Leading luxury watch manufacturer TAG Heuer signs exclusive partnership with Hotel Institute Montreux.

The learning experience for students from Hotel Institute Montreux’s Luxury Marketing and Business Management Specialization has been strengthened by the expertise that TAG Heuer’s leadership team will bring to the program. The exciting new collaboration will focus on knowledge exchange and expertise in the field of luxury business marketing.

Case studies featuring hot topics in the luxury watch industry will be assigned and evaluated directly by the leadership team at TAG Heuer. And each term our students will receive a private tour of the watch factory located in La Chaux-de-Fonds and engage directly with the watchmakers at work.

Mr. Jean-Claude Biver, Chief Executive Officer of TAG Heuer shared,

We are honored to work with Swiss Education Group to share our 150 years’ expertise in watchmaking. This partnership reflects our commitment to engage with the younger generation and impart values that will allow them to embrace the challenges they will face as future leaders of the luxury industry.

Outside of the classroom, all students will receive VIP invitations to the Baselworld 2019, the world’s largest watch-and-jewelry trade show and the prestigious Salon International de la Haute Horlogerie Geneve (SIHH) where they will have the opportunity to meet and greet with some of the best talents in this craft.

Our objective at Swiss Education Group is to work with leading companies to ensure our students are learning from the best in the industry. This partnership reaffirms our strong relationship with the industry worldwide and I am confident that it will allow our students to further hone their skills in luxury marketing and business and provide them with the knowledge and experience to excel in this global and dynamic industry
Mr. Benoit Samson, Chief Brand Officer at Swiss Education Group.

At the end of the program, the student with the highest academic achievement will receive an award sponsored by TAG Heuer for their academic accomplishments.

We are very proud to welcome TAG Heuer to the Swiss Education Group family.



In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia…- Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly.

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