TAG Heuer Befriends Blue-Haired DJs to Recapture Lost Youth

  • Focus on hip kids is rejuvenating Swiss watchmaker's revenue
  • Analysts say LVMH brand runs risk of diluting exclusive image

Watchmakers set down their tools when Liv and Mim Nervo walked into TAG Heuer’s factory this month in the Jura mountains of Switzerland. It’s not every day that Australian twin sister DJ’s -- one sporting a blue mohawk, the other a nose ring and bowler hat -- visit a bastion of Swiss watchmaking.

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