Every TAG Heuer boutique worldwide is now playing a carefully curated playlist of background music, tailored to a younger consumer
By Chris Hall

In the quest to push TAG Heuer to new heights – or, at least, to a new audience that secures the company’s future – CEO Jean Claude Biver is leaving nothing to chance. Working with a Stockholm-based startup tech firm (part-owned by Spotify) called Soundtrack Your Brand, TAG Heuer has brought in a specially selected playlist of background music for its boutiques around the world.
With the Connected, TAG Heuer is on a mission to court the watch buyer of the future
You can see Mr Biver talking about the idea in the video above. Passionate as ever, he says “I don’t want our shop to look like a watch shop. It should look like an emotion shop; music can promote this. With music, you change the minds of people.” The tech behind Soundtrack Your Brand has picked up some enthusiastic coverage for its results in other environments – restaurants working with the service have reported a 10 per cent increase in sales, for example. But will changing the music in a watch boutique have a similar effect" We spoke to Sven Grundberg, VP of communications, and Alf Tumble Borgman, music manager, to find out more. 
QP: How did this partnership start"
SG: TAG Heuer approached us last year. We undertook a workshop for one month, making sure we got it up and running everywhere – after that you ...