TAG Heuer Privacy Policy

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 question about the collection and processing of your personal data by TAG Heuer, please contact our Data Protection Officer at mydata@tagheuer.com.

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. This Policy

This Policy applies to our processing of your personal data, however that data is obtained, whether directly from you or from a third party. This Policy details how we may process, including collect, use and store information that relates to you, including the choices that you have made in relation to the collection, utilization and disclosure of your personal data, where relevant.

You also acknowledge that you have read and understood any terms of use that apply to our website and agree to be bound by them.

Where we rely on your consent for processing your personal data, this will be brought to your attention when the information is collected from you. You may withdraw your consent at any time and request that we cease to process your data and/or delete it.

Where we process your personal data on the basis that it is necessary for the purposes of a contract or on the basis that it is necessary for compliance with a legal obligation, if you fail to provide certain personal data to us, (a) you will not be able to 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.

  • Client-directed websites 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 including Facebook, Instagram, Twitter; and
  • Client-directed mobile sites or applications 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.

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

Calls to any customer service number operated by or for TAG Heuer. 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. What personal data do we collect and why do we collect it?

We may collect personal data from you, depending on:

  • the services provided by TAG Heuer and used by you;
  • the source of your personal data; and
  • your choices and configuration of your device (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, you may supply personal information such as:

  • Your name,
  • Postal address,
  • E-mail address,
  • Telephone number,
  • Payment details, including any bank account details,
  • Your preferences and interests,
  • Your date of birth,
  • Your gender,
  • Your social media ID,
  • Your watches,
  • Your nationality

This information is used to:

  • create and manage your personal account with TAG Heuer, your membership to My TAG Heuer, as necessary for the performance of our contract with you;
  • complete any order placed with TAG Heuer, as necessary for the performance of our contract with you;
  • contact you; and
  • better identify your preferences and wishes in relation to products we offer, in our legitimate interests to ensure that the products we offer to you are relevant to you.

Personal data that is indispensable for us to fulfil the purposes that are described in this Policy (see Section 5) 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 complete your requests and/or provide you with the requested products and services.

Other personal data you communicate to us may be processed in accordance with this policy to allow us to know you better and improve our communications and services accordingly.

We may also collect data from publicly available sources which we will process for the following purposes.

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. We will process that information in order to perform our contract with you.

Marketing communications: we may use your E-mail address in order to send you our newsletter or other emails in relation to our products, in particular to inform you of any new products or services that may be of interest to you. We will only send marketing communications to you by email in order to provide you with information about our products and services which are of interest to you. You may at all time request to stop receiving such newsletters or E-mails by following the link that is given at the end of each newsletter.

Data within E-mails: if you E-mail us or if we E-mail you, we may keep the information contained in the E-mail, to resolve your enquiry or otherwise assist you in order to perform our contract with you, to comply with our legal obligation or in our legitimate interest to resolve your enquiry, request or complaint.

Data within other communication means: if you communicate with us or if we communicate with you, we may keep the information contained in the E-mail, to resolve your enquiry or otherwise assist you in order to perform our contract with you, to comply with our legal obligation or in ours legitimate interest to resolve your enquiry, request or complaint.

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, your login information on the Websites, the webpage you visited before coming to the Websites and identifiers associated with your devices. This information enables us to: analyse how the Websites are being accessed and used, track performance of the Websites and monitor services offered on or through the Websites. That information is processed in our legitimate interests to enable us to improve the performance of our website and the understanding of our customers.

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 in our legitimate interests, 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 Section 3). We also use Google analytics (see Section 4).

c. Data collected from a social network

When you authorize a third party social network (such as Facebook or Instagram) 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.).

We also receive information pertaining to your profile when you use a social network functionality integrated to the Websites or that you interact with us through the social network. You should at all times be aware of the terms of use and privacy policy that applies to the third party social network and are of its exclusive responsibility.

3. Cookies

3.1 What cookies do

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 our Websites 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 Section 3.3. Note that parts of our 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 to analyse the effectiveness of our Websites by measuring, amongst other things, 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 do 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.

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 and use that information to provide measurement services and target ads.

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:

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.

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 analyse 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 in Section 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. 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 and to enhance the functions of the Websites in our legitimate interests to ensure that the Websites display material that is relevant to you;
  • 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 in our legitimate interests to improve our service to you;
  • answer and fulfil 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 in order to perform our contract with you;
  • manage your membership and/or client account, including on our online shop to pass and/or manage any order in order to perform our contract with you;
  • provide you with excellent customer service and information that you may request in our legitimate interests to improve our service to you;
  • proceed to anti-fraud and blacklist management where a person has been implicated in fraud regarding our products, services or trademarks with a view to allowing, modifying or refusing that person’s access to services or products including into a contract with TAG Heuer;
  • communicate and defend TAG Heuer’s rights before relevant authorities in order to perform our contract with you or in our legitimate interests to protect our rights, as relevant;
  • provide you with 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; and
  • take all required measures in relation to your online transactions, especially to prevent fraud and payment defaults in order to perform our contract with you, as necessary to comply with our legal obligation or in our legitimate interests to protect our rights, as appropriate.

6. Retention of your personal information

We do not retain personal data longer than necessary for the purposes stated and to comply with legal requirements. Your data may be stored and/or archived for a limited period, which shall not exceed 10 years (unless legal obligations or regulations require or allow a longer retention period). At the end of the applied retention period, we shall delete your data.

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

Your personal data shall be processed, transferred or otherwise shared 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 the purposes 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 other applicable lawful grounds outlined in this Policy.

Your personal data may also be transferred in the case of a reorganization of TAG Heuer, including a merger, takeover, de-merger, and any other reorganization operation.

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

  • 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 any order that you have placed on or through the Websites or for any other purposes set out in this policy.
  • third-party subcontractors, in order to provide you with the product, service or information you asked for, as well as any customer service, or for interest-based advertising based on the data collected from you and/or through your use of the Websites; such third-parties include carriers as well as payment and fraud management service providers.
  • 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, extensive or otherwise unlawful.

We may transfer personal data to third party processors when it is necessary to provide the product or service to you. In such cases, these third parties are prohibited to use your personal data beyond what is necessary to provide those product or service to you.

Your data may be processed by us outside the EEA. Where there is a cross-border transfer outside the EEA, unless derogation applies, we ensure that an adequate protection is in place for personal data to be transferred. You may request further information about the safeguards we have in place by contacting us.

8. 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 this Policy.

Where you provide payment details in a transaction, this data is encrypted using SSL technology.

8. Your choices

We strive to provide you with choices regarding the personal data that you provide to us or that is otherwise collected by us, 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 Sections 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 marketing communications, you can unsubscribe as follows:

  • • by following the instructions provided in every email communication;
  • • through your My TAG Heuer account;
  • by contacting us at mydata@tagheuer.com;
  • or through the CONTACT US page on the TAG Heuer Website.

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.)

9. 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 at mydata@tagheuer.com.

You have the right to request that we:

  • correct your personal data if it is inaccurate or incomplete;
  • erase your personal data provided that the personal data is no longer necessary for the purposes for which it was collected, you withdraw consent (if the legal basis for processing is consent), you exercise your right to object, and there are no overriding legitimate ground for processing, the data is unlawfully processed, the data needs to be erased to comply with a legal obligation;
  • restrict the processing of your data;
  • transfer your personal data to a third-party in accordance with the right for data portability;
  • to request from us access to personal information held about you;
  • to ask us not to process your personal data where it is processed on the basis of legitimate interests, if there are no compelling reasons for that processing;
  • to ask that we stop any consent-based processing of your personal data after you withdraw that consent; and
  • to request that we stop using your data for direct marketing purposes, as set out in this Policy.

All access, correction and deletion requests can also be sent by post along with your contact details (phone number and email) to the address referred to at the beginning of this Policy. We may ask you for a proof of identity (copy of official Identification Document with a photo mentioning your date & place of birth).

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.

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

If you are unhappy with our processing of your personal data, you have the right to complain to the Information Commissioner’s Office (ICO) at any time. We would, however, appreciate the chance to deal with any concerns before you approach the ICO, so please contact us in the first instance.

11. 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.

12. Contact

Question, comments and request regarding your personal data can be sent to our Data Protection Officer at mydata@tagheuer.com.

Please note that the representative of TAG Heuer, Branch of LVMH Swiss Manufactures in the European Union is: LVMH Montres & Joaillerie SAS – 7 rue Scribe – 75009 Paris (France)