This privacy policy (the “Policy”) is established by TAG Heuer, Branch of LVMH Swiss Manufactures SA (6A RUE LOUIS-JOSEPH CHEVROLET 2300 LA CHAUX-DE-FONDS SWITZERLAND) and its affiliated companies distributing the TAG Heuer brand (collectively “TAG Heuer”). Should you have any questions about the collection and processing of your personal data by TAG Heuer, please contact our Data Protection Officer through https://www.tagheuer.com/contact (as further described in Section 16 below).

Please read this Policy carefully to understand our policies and practices regarding your personal data and how we will process and treat it. By using a TAG Heuer website or app, by calling TAG Heuer, by ordering in a TAG Heuer boutique or by otherwise giving us your personal data (together “Reaching out”), you agree to this Policy. Overall, we respect the privacy rights of our clients and recognize the importance of protecting the information that is collected about them.

1. Acceptance of the Policy and consent

TAG Heuer collects and processes personal data from you when you Reach out to us. The Policy shall apply to any case in which you Reach out to us, whatever the method or medium used. It details the conditions at which we may collect, keep, use and save information that relates to you, as well as the choices that you have in relation to the collection, utilization and disclosure of your personal data.

In any case in which you Reach out to us, data shall be collected either with your express consent, or where necessary to fulfill your orders (e.g. performance of a contract), for the pursuance of legitimate interests (e.g. answering to your questions) or for compliance with TAG Heuer legal obligations.

You may withdraw your consent at any time, and request that we cease to process your data and/or delete it, although this will not affect the validity of any earlier processing. Please note that we may also process your personal data on any other legal basis in particular to insure the good functioning of our website when you access it.

If you do not agree to this Policy or otherwise fail to provide some of the necessary personal data to us (we will inform you when this is the case, for example, by making this information clear in our registration forms), (a) you must not use our websites or apps, or benefit from the My TAG Heuer membership and (b) we may not be able to provide you with our goods and/or services.

What are the sources of personal data?

This Policy applies to personal data that we collect from or about you from the following sources:

TAG Heuer websites or mobile sites/apps. Websites directed at Client and other contacts (such as candidate as well as other consumers interested in the TAG Heuer environment) operated by or for TAG Heuer, including sites that we operate under our own domains/URLs and pages that we administer on third party social networks such as Facebook, Instagram, Twitter, etc. as well as mobile sites or applications directed at Client and other contacts (such as candidates as well as other consumers interested in the TAG Heuer environment) operated by or for TAG Heuer, such as smartphone apps (together “Websites”).

E-mail, text and other electronic messages Electronic communications between you and TAG Heuer (together “E-mail”)

TAG Heuer call center. Calls to any customer service number operated by or for TAG Heuer.

TAG Heuer live chat. Communications with any customer service representative through a TAG Heuer chat functionality operated by or for TAG Heuer.

TAG Heuer boutiques and workshops. Stores and workshops managed by TAG Heuer or any TAG Heuer affiliates.

TAG Heuer events and TAG Heuer desks, counters or booths at fairs or events, in particular through any questionnaire, survey or forms that you would fill in.

Other online or offline registration forms, for example, contests and promotions.

Other sources when applicable, including through publicly available information as well as the use of CCTV cameras.

2. Which personal data we collect?

Depending both on (i) the services provided by TAG Heuer and used by you, as well as (ii) the source from which the processed personal data is originally collected and (iii) your choices and configuration of your terminal (with respect in particular to cookies and other tracers), the following personal data may be collected and processed by TAG Heuer.

a. Data communicated by you

When you Reach out to us, we may ask you to supply personal information such as:

  • Your name,
  • Mailing address,
  • E-mail address,
  • Telephone number,
  • Payment details, including any bank account details,
  • Your preferences and interests,
  • Your date of birth,
  • Your gender,
  • Your watches,
  • Your social media ID,
  • Your nationality,
  • Government issued identification number, including Fiscal Identification information or Taxpayer Identification Number (only collected in select countries),
  • ID details, such as driver’s license information or state ID (collected in boutiques, in select countries),
  • Boarding pass details (collected in boutiques, in select countries

This information is used to set up and manage your personal account with TAG Heuer, your membership to My TAG Heuer and/or any order that you may have placed or otherwise done with TAG Heuer, as well as to contact you. It is also used to better identify your preferences and wishes in relation to products we offer. TAG Heuer has a legitimate interest in providing account related functionalities to you, to process your order, and to contact you concerning normal business administration.

Personal data that is indispensable for us to fulfill the purposes that are described in this Policy (see Clause 7) is marked with an asterisk on the various pages of the Websites and/or underlined as required upon any contact you have with TAG Heuer. Should you not fill in these mandatory fields or otherwise provide us with this information, TAG Heuer may not be able to take care of your requests and/or provide you with the requested products and services. Other personal data you would communicate to us is purely optional and allows us to know you better and to improve our communications and services accordingly.

We may also collect data from publicly available sources, which shall be considered as data having been communicated by you.

Payment details in particular: when you initially provide or update your payment information, we may transmit it via an encrypted connection to a third-party payment processor. TAG Heuer has a legitimate interest in processing this information in order to ensure compliance with security and legal standards.

We now also offer you the possibility to pay your order with some crypto currencies until USD10 000. This process will be managed by our partner Bitpay, you can find the details of your personal data processing directly in their Privacy Notice.

E-mail address: We may use your E-mail address in order to send you our newsletter or other E-mails and advertisements in relation to our products, in particular to inform you of any new products or services that may be of interest to you. In order to do this, we may share your E-mail with Facebook and Google (in accordance with Section 6). You may at any time request to stop receiving such newsletters, E-mails or advertisements by following the link that is given at the end of each newsletter or reaching out to us through the Contact Us functionality on the Website as described in Section 16 below. In certain instances, TAG Heuer has a legitimate interest in communicating with you concerning normal business administration such as delivering products, billing or to answer a request or question from you.

Data within E-mails: Should you send us an E-mail or should we send you an E-mail, we may keep all information contained in the E-mail, especially in order to resolve your inquiries or otherwise assist you.

Data within other communication means: Should you communicate with TAG Heuer or should TAG Heuer communicate with you, we may keep all information contained in this communication, especially in order to resolve your inquiries or otherwise assist you.

b. Data collected in relation to the use of the Websites or through E-mails

When you access, visit or browse the Website, or receive and/or answer to E-mails from us, the Web server automatically registers details of your access and actions. This includes information about your activity on and interaction with the Websites and/or E-mail, such as your IP address, your device or browser type, the webpage you visited before coming to the Websites and identifiers associated with your devices, as well as any log information. TAG Heuer has a legitimate interest in processing this information as it enables us to analyze how the Websites are being accessed and used, to track performance of the Websites, to detect and prevent fraud, and to track the performance of any service offered on or through the Websites.

Depending on your cookie setting, the Website also may use technologies of third-party partners such as NextRoll, Facebook or Criteo to help us recognize your device and understand how you use our site(s) so that we can improve our services to reflect your interests and serve you advertisements about the products that are likely to be of more interest to you. Specifically, NextRoll, Facebook or Criteo collect information about your activity on our site(s).

Location Information in particular: your devices (depending on your settings) may transmit location information to us, in particular through the Websites. We use this information to customize, improve and protect the Websites. For example, we may use your location information to determine local language preferences, or to geotag a post.

Hypertext links to third-party websites or sources: we may propose hypertext links from our Websites to third-party websites or Internet sources. We do not control and cannot be held liable for third parties’ privacy practices and content. Please read carefully their privacy policies to find out how they collect and process your personal information.

Cookies and similar technologies: All this information and data is collected automatically in particular through cookies (performance and tracking cookies, functional cookies, technical cookies, browser cookies, etc.) and Web beacons (see Clause 3). We also use Google analytics (see Clause 4) and Google reCaptcha (See Clause 5).

c. Data collected from a social network

When you authorize a third party social network (Facebook, Instagram, etc.) to share information and data with us, we may receive any data that you publicly share on the social network as well as any information that is part of your profile or that you allow the social network to share (name, electronic address, gender, profile picture, user code, list of friends or contacts, etc.).

In certain instances, we also integrate certain social networks to our websites. For example, you may connect your social media account to our website. If you choose to do this, we may obtain information about you through your profile. You should at all times be aware of the terms of use and privacy policy that applies to the third party social network and understand its exclusive responsibility regarding your data shared with the social network.

d. Data concerning third parties

In some cases, TAG Heuer collects data from a person regarding somebody else (e.g. the creation of a wishlist). In that case, communication will be done only for that purpose of sharing of information, with indication of reference person and with appropriate information regarding the processing of their personal data.

3. Cookies

3.1 What are cookies?

Cookies are small text files which are placed on your computer or mobile phone when you visit a website. They are widely used in order to make websites work or to work more efficiently. The cookies help websites to recognize your device and remember information about your visit (e.g., your preferred language, font size and other preferences). Most Web browsers are set up to accept cookies, although you can reset your browser to refuse all cookies or to indicate when a cookie is being sent, as mentioned under par. 3.3 hereunder. Note, however, that some portions of the Websites may not work properly if you refuse cookies.

We also use web beacons (also known as an "action tag" or "clear GIF technology"), or similar technology, which helps analyze the effectiveness of websites by measuring, for example, the number of visitors to a site, how many visitors clicked on key elements of a site or what Web pages were visited.

3.2 How we use cookies?

Cookies allow us to operate the services as you have requested, facilitate your navigation on our Websites and the use of their features, so as to provide you with a seamless experience and relevant ads.

In certain geographic areas, we may collaborate with other companies, including social or advertisement networks, which place cookies, Web beacons or other tracking technology on the Websites to collect or receive information from our Websites and elsewhere on the internet, such as on other websites, and use that information to provide measurement services and target ads (for example, through Facebook, NextRoll or Criteo).

3.3 How to manage your cookies preferences?

Most browsers allow you to manage your cookies preferences by changing your browser settings. If you consent to our use of cookies but later wish to opt out, you may delete the cookies which have been set and change your browser settings to block any further cookies. The “Help” function of your browser should tell you how. Alternatively, the following links provide instructions for managing cookie settings of commonly used browsers:

Please see additional guidance from the Digital Advertising Alliance at https://optout.aboutads.info/?c=2&lang=EN. In addition, you may wish to visit www.aboutcookies.org, which contains comprehensive information on how to do this on a wide variety of browsers.

Please note that if you block cookies, your experience on our Website may be impacted.

We do not currently recognize automated browser signals regarding tracking mechanisms, which may include "Do Not Track" instructions.

4. Google Analytics

It is possible that some or all of the Websites use Google Analytics, an internet site analysis service supplied by Google Inc. (“Google”). Google Analytics uses cookies which are text files placed on your computer to help to analyze the use made of the Websites by its users. The data generated by the cookies concerning your use of the Websites (including your IP address) will be forwarded to, and stored by, Google on servers located in the United States. Google will use this information to evaluate your use of the Websites, compile reports on site activity for its publisher and provide other services relating to the activity of the Websites and the use of the internet. Google may release these data to third parties if there is a legal obligation to do so or when the third parties process these data for the account of Google including, in particular, the publisher of the Websites. Google will not cross-reference your IP address with any other data held by Google.

As mentioned under clause 3 above, you may deactivate the use of cookies by selecting appropriate parameters on your navigator. However, deactivation of this kind might prevent the use of certain functions of the Websites. By using the Websites, you specifically consent to the processing of your personal data by Google under the conditions and for the purposes described above.

If you do not want Google Analytics to be used in your browser, you can install the Google Analytics browser add-on at https://tools.google.com/dlpage/gaoptout.

5. Google reCaptcha

The Google reCaptcha service is used on the site to ensure that access is requested by a natural person and not through automated processing. The service includes the sending of the IP address and, if applicable, other data needed by Google for the reCAPTCHA service. According to Art. 6 (1) (f) of the GDPR, there is a legitimate interest in this data processing in order to ensure the security of the website. Any use of the Google reCaptcha service is governed by the Google privacy policy. Please review this privacy policy before using the Google reCaptcha service. For more information, please visit: https://www.google.com/intl/en/policies/privacy/

6. Custom Audience and Customer Match

In certain geographic areas, we may use Facebook Custom Audience or Google Customer Match to deliver advertisements to you based on personal data that we have collected from you, including your E-mail address. For more information about the privacy practices of Facebook Custom Audience, please visit https://en-gb.facebook.com/legal/terms/customaudience. For more information about Google Customer Match, please visit https://support.google.com/google-ads/answer/6334160?hl=en&ref_topic=6296507.

If you no longer want to be participate of these marketing practices, please reach out to us through the Contact Us functionality on the Website as described in Section 16 below.

7. How we use your personal data?

We use the data and information collected on you to:

  • Offer you all functions of the Websites;
  • Allow the correct execution of all functions of the Websites;
  • Personalize your use of the Websites as well as enhance the Websites and all of its functions;
  • Interact with you and answer any of your questions or remarks, including by notifying you of any changes in relation to our services and/or products;
  • Answer as well as fulfill any contract with you, especially in relation to any products that you may have purchased or otherwise received, in particular through our customer service for repairs;
  • Manage your membership and/or client account, including on our online shop to pass and/or manage any order, especially in order to offer you the best customer service and provide you with any information that you may request;
  • Proceed to anti-fraud and blacklist management for any case in which a person has been implicated in fraud regarding our products, services or trademarks, essentially in view of allowing, modifying or refusing that person’s access to services or products as well any entry into a contact with TAG Heuer, and to communicate with and defend TAG Heuer’s rights before state authorities;
  • With your consent or within the applicable rules and regulations, provide you with any information that could otherwise be useful or of interest to you, especially regarding our products as well as promotional opportunities, especially through newsletters, invitations and other publications;
  • With your consent or within the applicable rules and regulations, provide you with any information that could otherwise be useful or of interest to you, especially regarding our products as well as promotional opportunities, especially through newsletters, invitations and other publications;
  • Take all required measures in relation to your online transactions, especially to prevent fraud and payment defaults.
  • To serve you relevant advertisements.

8. Data retention

We do not, as a matter of business practice, retain personal data longer than necessary for the purposes stated and to comply with legal requirements, unless otherwise agreed to by you. At the end of the applicable retention period, we shall delete or anonymize your data without it being required that any further information be provided to you.

9. How do we share and/or transfer your personal data?

Your personal data shall be processed by TAG Heuer, Branch of LVMH Swiss Manufactures SA and/or by any of its affiliates distributing TAG Heuer products and services. It may be transferred or otherwise shared with TAG Heuer, Branch of LVMH Swiss Manufactures SA and its affiliates distributing TAG Heuer products and services, for purposes of management and optimization of the customer relationship, as well as to send you information about the offers and news in the limits of your consent or applicable lawful grounds.

It may also be transferred in case of a reorganization of TAG Heuer, including merger, takeover, de-merger, and in general any reorganization operation.

Your personal data may also be transferred to the following third-parties:

  • We may transfer personal data to third parties as necessary for us to provide services or products to you (“Service Providers”). In such cases, Service Providers are prohibited from using personal data beyond what is necessary to provide services to us, except in accordance with applicable law. Services Providers may include:
    • Third-party providers in relation to the services offered on the Websites, especially any IT service suppliers, consultants, providers of hosting and maintenance services of the Websites and any other third party processing personal data on our behalf, as well as any postal and payment service providers, in order to fulfil and execute any order that you have placed on or through the Websites, or more generally intervene in the context of your Reaching out to us
    • Third-party subcontractors, in order to provide you with the product, service or information you asked for, as well as any customer service; such third-parties include carriers as well as payment and fraud management service providers.
    • In certain geographic areas, third-party subcontractors, in order to provide you with interest-based advertising based on the data collected from you and/or through your use of the Websites (as described in more detail in Sections 2 and 6).
  • Any person or entity required by law or judicial order: we may disclose your data to third parties if we determine that such disclosure is reasonably necessary to comply with the law, protect our rights or prevent fraud or abuse. When we receive law enforcement or national security requests for information, we scrutinize such requests carefully, especially if they are vague, overbroad or otherwise unlawful. And when legally permitted and reasonably possible, we may provide you with notice that your information is being requested. In any case, both the assessment of the request as well as the possibility to inform you of it are at our sole discretion and may not make us liable from a civil, criminal or administrative point of view.
  • Persons or entity that you direct us to share your information with.

In any case where cross-border transfer is done, we ensure that an adequate protection is guaranteed for personal data to be transferred outside of Switzerland and the EEA. In some specific cases when this level of protection is not guaranteed, we will obtain your prior consent or establish with the recipient of personal data a contractual framework or sufficient safeguards that ensure an adequate level of protection abroad. You may request access to a copy of these safeguards by contacting us.

10. Security measures

We apply strictly the principles of data protection by design and by default and implement appropriate technical and organizational measures to limit to the maximum the processing of your data as well as ensure its security. In particular, and by default, only personal data which are necessary for each specific purpose of the processing are processed by us and all accesses to your personal data are limited to what is required for the purposes detailed under clause 5 of this Policy. In the event that we are required by law to inform you of a breach to your personal information we may notify you electronically, in writing, or by telephone, if permitted to do so by law.

Regarding specifically any payment transactions that are done with your payment details, they are encrypted using SSL technology.

11. Your choices

We strive to provide you with choices regarding the personal data that you provide to us or that is otherwise collected on you, in particular through our Websites. The following mechanisms give you the following control over your personal data.

Regarding Cookies and similar technologies: you can set your browser to refuse all or some browser cookies, or to alert you when cookies are being used, as mentioned under Clauses 3 and 4 above.

If you agree to receive information on TAG Heuer offers and news you can indicate so through the relevant tickbox(es) located on the registration form(s) or by answering favorably to the question(s) presented by our TAG Heuer Boutique representatives.

If you decide that you no longer wish to receive such communications, you can subsequently unsubscribe as follows:

  • By following the instructions provided in every emailing communication
  • Through your My TAG Heuer account
  • Through the CONTACT US page on the TAG Heuer web site: https://www.tagheuer.com/contact

Please note that, even if you opt-out from receiving marketing communications, you may still receive administrative communications from us, such as order or other transaction confirmations, notifications about your account activities (e.g. account confirmations, password changes, etc.).

12. Your rights

You have the right to request access to or information about the personal data related to you which are processed by us. Should you have a My TAG Heuer membership account, you can access, review, correct and update your personal data at any time by accessing such account on the Websites. Alternatively in any case you can contact us using the contact information available on our website at https://www.tagheuer.com/contact (as described further in Section 16 below).

Depending on where you reside, you may also have the right to request that we:

  • Correct or erase your personal data or restricts the processing of your data;
  • Transfer your personal data to a third-party;
  • Stop processing your personal data, for the case in which we rely on your consent and do not have another legal basis to continue processing your data;
  • Stop using your personal data to build up your client profile; in this case you will no longer benefit from customized offers or services
  • Stop sending you information about our offers and news; or
  • Transmit your personal data to another entity

All access, correction and deletion requests can also be sent by regular mail along with your contact details (phone number and email) to the address referred to at the beginning of the Policy. In addition, you may submit your request by calling us at 1-866-309-3467.

Note that, as required by law, we will require you to prove your identity. We may verify your identity by phone call or email. Depending on your request, we will ask for information such as your name, the last item you purchased from us, or the date of your last purchase from us. We may also ask you for a proof of identity (copy of official Identification Document with a photo mentioning your date & place of birth) or for a signed declaration confirming your identity. Following a request, we will use reasonable efforts to supply, correct, or delete personal data about you in our files.

The request is free of charge unless your request is unfounded or excessive (e.g. if you have already requested such personal data multiple times in the last twelve months or if the request generates an extremely high workload). In such case, we may charge you a reasonable request fee according to applicable data protection legislation.

In some circumstances, you may designate an authorized agent to submit requests to exercise certain privacy rights on your behalf. We will require verification that you provided the authorized agent permission to make a request on your behalf. You must provide us with a copy of the signed permission you have given to the authorized agent to submit the request on your behalf and verify your own identity directly with us. If you are an authorized agent submitting a request on behalf of an individual you must attach a copy of the following information to the request:

  1. A completed Authorized Agent Designation Form indicating that you have authorization to act on the consumer’s behalf.
  2. If you are a business, proof that you are registered with the Secretary of State to conduct business in California.

If we do not receive both pieces of information, the request will be denied.

We encourage you to contact us if you feel your personal data has been mishandled or if we have failed to meet your expectations.

In addition to the rights identified above, California Civil Code Sections 1798.115(c), 1798.130(a)(5)(c), 1798.130(c), and 1798.140 indicate that organizations should disclose whether certain categories of information about Californians are collected, “sold” or transferred for an organization’s business purpose (as those terms are defined under California law). You can find a list of the categories of information that we collect and share about Californians in the California Information Sharing Disclosure (PDF). Please note that because this list is comprehensive it may refer to types of information that we share about people other than yourself. If you would like more information concerning the categories of personal information (if any) we share with third parties or affiliates for those parties to use for direct marketing please submit a written request to us using the information in the "Contact" section below. We do not discriminate against California residents who exercise any of their rights described in this Privacy Policy.

13. Updates to the Policy

We may revise or update this Policy from time to time. Any changes to this Policy will become effective upon posting of the revised Policy on the Websites.

14. Jurisdiction and applicable law

This Policy and all matters arising out of or related to this Policy shall be governed by the substantive laws of Switzerland, without regards to conflicts of laws and principles thereof.

Any controversy, claim or dispute between you and us arising out of or relating to this Policy shall be subject to the exclusive jurisdiction of the Courts of Neuchatel, Switzerland, and each party hereby irrevocably consents to the jurisdiction and venue of such Court.

15. Children’s Information

TAG Heuer does not knowingly collect any personal data from children under the age of 13 years. Our websites are directed to persons who are at least 13 years of age. If a parent or guardian is made aware that a child under the age of 13 has provided us with personal data through any point of contact, we ask to be contacted at the below email address, and we will delete the data about the child referenced from our files. If we have actual knowledge that personal data about a person under the age of 13 has been collected without appropriate parental consent, then we will take the appropriate steps to delete such data.We do not sell the personal data of minors less than 16 years of age without affirmative authorization.

16. Contact

For any question or request regarding your personal data, please contact our Data Protection Officer through https://www.tagheuer.com/contact (under the “Send Us Your Request” section, select “Personal Data” as your question) (under the “Send Us Your Request” section, select “Personal Data” as your question).

Please note that the representative of TAG Heuer, Branch of LVMH Swiss Manufactures in the European Union is: LVMH Montres & Joaillerie SAS – 79, bd Haussmann – 75008 Paris (France).

If you are not satisfied with our response, and are in the European Union, you may have a right to lodge a complaint with your local supervisory authority.

If you are a California resident, you can also contact us by calling at 1-866-309-3467.

Effective: July 1, 2020

Last Updated: May 18, 2022