Time To Tick

Just few days ago, famous watch maker Tag Heuer stated that they would stick with Tiger Woods despite his extramarital affairs. But now, it seems that this brand may have to change their position. As far as I concerned, the is the second time in Dec that Tag Heuer make the restatement for a previous announcement. Earlier this month, Tag Heuer admitted that the new Caliber 1887 movement was based on Seiko Seiko 6S37 rather than being independently designed and assembled by themselves as they claimed before.

At present, Tag Heuer try to hint that they may not use Tiger Woods as the face representing their brand in a near future. And the fact is that Tag Heuer has already removed not a few Tiger Woods starred ads to get out of the side effects rising from the tons of reports about the athlete’s sexual infidelities like many other sponsors.

What is more, it seams that Tag Heuer is now taking a very serious thinking about abandon. The endless scandals are of course part of the reasons. But more importantly, they are dramatically influenced by the superstar’s announcement to disappear from the golf course for indefinite time.

As we all know, for most sponsors, Tiger’s value is based on the vast attention he gains on the gold course. And his withdraw will definitely lead to the big drop in exposure rate and commercial value. In the foreseeable months, Tiger Woods is just a man of lots of money and scandals rather than an eye grabber on the greens. His endorsement career, like his family and public image, is in an embarrassing status.

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