Van Mulryan
General Manager
TAG Heuer Australia
TAG Heuer's Van Mulryan on keeping 160 years of heritage alive, the Australian luxury market recovery, and why long-term partnerships beat one-and-done media buys.
TAG Heuer has always sat at the intersection of motorsport, precision, and culture. But in a market like Australia, where luxury buyers are becoming more discerning and economic headwinds are real, how do you keep 160 years of heritage feeling relevant rather than historical?
For Van Mulryan, General Manager of TAG Heuer Australia, the answer is clear. "TAG Heuer is a brand with over 160 years in rich history, with authenticity in timekeeping, precision and motorsports. We're not simply preserving history; we're actively evolving it through innovative design, strategic partnerships, and experiences that resonate with today's consumer. By focusing on authentic storytelling and technological advancement, we ensure that our legacy feels not just historical, but vibrantly alive and deeply pertinent to those who appreciate true craftsmanship and audacious spirit."
That evolution shows up most clearly in how TAG Heuer balances its dual identity. From Formula 1 timing partner to modern smartwatches, the brand spans tradition and innovation. So how does Van reconcile that when speaking to a new generation of Australian collectors?
"When addressing a new generation of Australian collectors, we emphasise that TAG Heuer's legacy isn't about choosing between tradition and innovation, but rather how these two elements are intrinsically linked to our brand DNA," she says. "We highlight our pioneering role in motorsports timing, demonstrating a heritage of precision and performance that continues today. This is seen evidently through the launch of the new TAG Heuer Monaco Evergraph, showcasing seven patents between the Carbon Hairspring and the Compliant Movement. Simultaneously, we showcase our commitment to cutting-edge technology through our TAG Heuer Connected timepiece, proving that the pursuit of excellence and the integration of modern advancements are natural extensions of our core values. The new TAG Heuer Connected E5 x Formula 1 Edition is a great example of this, showcasing an immersive F1 experience directly on the wrist."
The luxury watch market is becoming increasingly competitive, and storytelling has become just as important as the product itself. Van sees this as central to how TAG Heuer cuts through.
“When addressing a new generation of Australian collectors, we emphasize that TAG Heuer’s legacy isn’t about choosing between tradition and innovation, but rather how these two elements are intrinsically linked to our brand DNA””
"TAG Heuer's heritage, craftsmanship, and relentless innovation are far more than historical footnotes. They are the living foundation of who we are today, forging powerful emotional connections with those who value authenticity and precision," she explains. "We bring these stories and milestones to life, creating connections that extend far beyond the timepiece itself. Whether it is our iconic role in motorsports timing or our groundbreaking advancements in chronography, these stories transform each watch into something far greater. When looking for a timepiece, we want people to think of TAG Heuer as a shared symbol of passion, achievement, and an enduring commitment to excellence."
So where does Van see the Australian luxury market heading? She's optimistic.
"The Australian luxury market is on a recovery trajectory and I'm genuinely optimistic about this outlook. We are seeing strong demand for our Avant Garde Horology pieces, which is a testament to the appetite for bold, innovative, and exceptional watchmaking. Equally exciting is the continued recruitment of a new generation of collectors. Enthusiasts who are passionate, informed, and deeply connected to the values of heritage, craftsmanship, and innovation that define TAG Heuer."
She's also quick to point out that TAG Heuer's breadth across different segments is a deliberate strategy, not a compromise. "This breadth is not a contradiction. It is a strength, reflecting TAG Heuer's unwavering commitment to making exceptional watchmaking accessible without ever compromising on quality, innovation, or its iconic pioneering spirit."
“It’s about co-creating stories that resonate, whether that is through the lens of motorsports, lifestyle, fashion, or the growing collector culture that is thriving across Australia.”
When it comes to working with publishers like DMARGE, Van values long-term partnerships over transactional media buys. "True partnership means collaborating on content that feels genuinely local, culturally relevant, and deeply connected to the passions and aspirations of the Australian audience," she says. "It's about co-creating stories that resonate, whether that is through the lens of motorsports, lifestyle, fashion, or the growing collector culture that is thriving across Australia. TAG Heuer and DMARGE share a mutual understanding of our audience. The content produced feels considered, credible, and organic rather than forced or purely commercial. For TAG Heuer, our long-term partnerships are an opportunity to embed ourselves authentically into the cultural conversations that matter most to our consumers, building trust, brand affinity, and emotional connection over time."
And the results? Van says the partnership has delivered where it counts. "Our partnership with DMARGE has been incredibly impactful for building brand awareness. The DMARGE platform expertly connects us with a discerning audience of affluent Australian men, aged 25-45, who are already keen on quality products and aspirational content. This precise targeting ensures our message truly resonates, leading to strong brand recognition among a key demographic."
