Tag Heuer is a brand embodying excellence, and renowned for its vitality and enterprise. Over the past few years, Tag Heuer has been able to build up substantial industrial capability, enabling it to live up to the challenges of Swiss Made and innovation. Tag Heuer is seizing the opportunity of the recent appreciation of the Swiss franc to rebalance its international price policy. The brand will refrain from raising its prices in the eurozone, Japan or Singapore. Conversely, there will be an average price reduction of 8% in Switzerland, China, the USA, the Caribbean, Central America and South America, of 7% in the United Kingdom and 13% in Hong Kong. This new price policy represents an extremely reassuring, positive, constructive and dynamic message for customers and brand partners.