TAG Heuer Area Sales Manager

About TAG Heuer

TAG Heuer, founded in 1860 in Saint-Imier, Switzerland, stands at the intersection of avant-garde watchmaking, precision engineering and sporting performance. As an employer, the Maison offers a dynamic environment where heritage and innovation inform every function, from manufacture and design to retail, marketing and digital transformation. Its teams contribute to a brand renowned for chronographs, motor-racing partnerships and a bold spirit of performance under pressure. TAG Heuer seeks passionate, agile professionals who value technical excellence, entrepreneurial energy and collaborative ambition, offering opportunities to grow within a global luxury house shaped by Swiss savoir-faire and contemporary momentum.

TAG Heuer seeks an Area Sales Manager to drive sales growth, strengthen retail partner relationships, and build brand visibility across Eastern and Southern Europe. The role is a full-time permanent position and covers regional sales strategy, distribution, account management, merchandising compliance, market analysis, marketing initiatives, and in-store training.

Role & Responsibilities

• Implement and execute the regional sales strategy to achieve Sell In, Sell Out, market share, and profitability targets across Eastern and Southern Europe.
• Develop TAG Heuer brand visibility and share of voice across covered markets and points of sale.
• Review and optimize the distribution network, identifying opportunities for point-of-sale openings and closures, as well as account development.
• Monitor daily, weekly, and monthly sell-out figures; implement targeted commercial action plans, incentive programs, and stock optimization strategies to maximize turnover.
• Manage customer account administration, including assortment management, order follow-up, buybacks, and overdue payment follow-up.
• Ensure compliance with TAG Heuer visual merchandising guidelines, brand positioning, and product presentation standards across the region.
• Monitor and report on competitive activity, market trends, and economic factors affecting the region, sharing actionable feedback internally.
• Collaborate with the Marketing team to identify and propose events, window or in-store animations, and advertising to build brand awareness and drive consumers to points of sale.
• Deliver regular in-store product and brand training to enhance sales staff knowledge, engagement, and performance.

Qualifications

• Business School degree or equivalent.
• Self-starter able to work effectively in a fast-paced environment.
• Energetic, self-motivated, action- and results-oriented, with strong organizational skills.
• Customer-focused, open-minded, and adaptable, with excellent interpersonal and communication skills.
• Collaborative, with the ability to use influence to become a recognized leader.
• Ideally familiar with the managed area and knowledgeable about all or part of the region.
• Fluent in English; French is a plus.
• Willingness to travel up to 50% of the time.

Skills

Experience

At least 5 years; 5 to 7 years of proven sales management experience in the luxury goods sector, ideally in watchmaking or jewelry.

Education

Business School degree or equivalent.

Workplace

Benefits

Tailored learning opportunities; a stimulating and inclusive culture; resources to support success.

Culture

TAG Heuer fosters a performance-driven culture where precision, innovation, and avant-garde thinking guide both craftsmanship and teamwork. As an employer, the Maison values entrepreneurial spirit, collaboration, and a passion for pushing boundaries, offering a dynamic environment shaped by Swiss excellence and a strong connection to sport and lifestyle.

About Cerulean

Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.