PRIVACY POLICY
Last update: August, 2025
TAG Heuer is committed to respecting your privacy. The purpose of this privacy policy (the “Privacy Policy”) is to describe the conditions under which we collect, use, store and process your personal data in the context of your use of the TAG Heuer Connected application (the “Application”) and your TAG Heuer connected watch.
The Application has been designed for use in combination with the last generation of TAG Heuer connected watch (TAG Heuer Connected Calibre E5) (the “Watch”) and Watch apps pre-installed or available for download on your Watch such as Sports, Wellness and Watch Faces.
You represent that you are at least 16 years old and have the legal capacity to use the Application and to validly consent to the processing of data related to you.
When the Privacy Policy mentions “TAG Heuer”, “we”, “us”, or “our” it refers to the party that provides you with the Application.
1 - What personal data do we collect and when
TAG Heuer collects the following information:
a) account information required when creating and/or completing your TAG Heuer account, either on TAG Heuer website, in TAG Heuer boutiques, in the Application or in other apps which TAG Heuer may make available to you (i.e., first name, name, gender, email address, password, birth date, marketing communication preferences);
b) in case you expressly consented to it, we will collect the following information when using the Application and the Watch:
- your athlete profile that you may fill in either in your Watch Settings in the section Athlete Profile or in the Application (the “Athlete Profile”). Such Athlete Profile includes your gender, weight, height and age. If you agree to the synchronization between your Application and your Apple Health app (for iOS users) or your Health Connect app (for Android users), your Athlete Profile will be updated based on your information (gender, weight, height and age) as indicated by you in Health on iOS or Health Connect on Android. You can disable the synchronization in the settings of the Application;
- your information in connection with your sport sessions including the information gathered by your Watch's sensors, your physical condition and your wellness, which you are tracking when using Sports and/or Wellness on your Watch and which you can choose to synchronize with the Application. This includes your heart rate, calories burned, number of steps, activity frequency, the custom workouts, running, training plans and objectives you follow, your wellness performance goals and sport performance metrics such as your speed, pace, duration of each sport session or other performance measures available with Sports depending on the selected sport. It also includes your location data from sport sessions with Sports if the selected sport involves GPS use (e.g., running, cycling). This information, collectively with your Athlete Profile, is referred to below as your “Activity Data”. With Sports, your Activity Data from your sport sessions will be transferred to TAG Heuer servers at the end of each sport session if you are logged in with a TAG Heuer account to the Application. With Wellness, your Activity Data will be transferred continuously on TAG Heuer servers if you are logged in with a TAG Heuer account to the Application. You can also use the Application without logging in, in which case the data will be stored locally on your Watch and on your phone and TAG Heuer will then not process it;
c) diagnostics and usage information when using the Application and TAG Heuer Watch apps (including Watch Faces) on your Watch: information about your interaction with the Application (for example, when you create or log into your account, or open or interact with the Application on your Watch, or choose a watch face) and other technical information in relation to your use of the Application and apps on the Watch (such as the IP address allowing approximate location of your device no more precise than the city, your device model, Watch and phone battery consumption information, crash/diagnostics logs).
d) information received from Health (for iOS users) or Health Connect (for Android users) if you allow us to activate the synchronization with those third party apps.
2 - Why and how we use your personal data
As a general principle, we only collect and process your personal data if you create or sign in with a TAG Heuer account. In such a case, we will process your personal data to run the service offered to you via the Application, and to help us improve and enrich it. You have the right to use the Watch as a “guest” without providing additional data. Please note that some personalisation features may be limited if you choose this option. Certain data that you provide may be considered “sensitive data” in some jurisdictions as it pertains to wellness data, gender and location. The purposes and legal grounds for processing your personal data are detailed below:
a) Your account and our maintenance of the Application: we need to process your account information in order to manage your access to your TAG Heuer account on your Application, and to communicate with you and answer any questions or comments you may have in connection with the Application. In this regard, if you turn on the notifications, we will be able to notify you of important events or to provide you with certain technical announcements and administrative messages regarding the Application. You may disable them at any time through the settings on your phone. The legal ground for processing your personal data is the performance of the contract we have with you, as user of the Application.
b) The tracking of your Activity Data: in order to display on your Application your Activity Data from Sports and/or Wellness and to enable you to follow your progress over time, we need to collect and process (i) your sport performance and wellness metrics and, to the extent that any data qualifies as health data, your health-related data, and (ii) your location data.
The legal ground for processing such personal data is your consent, which is mandatory to complete your TAG Heuer account creation. However, you may withdraw such consent at any time by interrupting the synchronization between your Watch and your TAG Heuer account, in the privacy settings of the Application. If you withdraw your consent, you will be logged out from the Application and TAG Heuer will cease collecting any new Activity Data from your Watch. Your Activity Data from further use of Sports and/or Wellness will then remain stored locally on your Watch unless and until you decide to re-log in to the Application.
If, in addition to interrupting the synchronization, you also wish to delete from our servers your past Activity Data, you can request such deletion by contacting our Customer Care directly from the Application in the section Contact Customer Care (Topic Personal data).
Please note that, if you do not want to synchronize your Activity Data on our servers, you can skip the creation of your TAG Heuer account and use the Application without logging in.
Please be informed that you can deactivate the continuous Wellness tracking (heart rate, active time, calories and steps) in your Watch's or Application settings in the Confidentiality - Wellness Sensors section.
All outdoor sports proposed by your Watch will require the use of the GPS of your Watch. If you do not want to have your location to be processed by the GPS of your Watch, you can use any indoor sport or use the sport “other”.
c) Your interest in TAG Heuer: we may use your TAG Heuer account data to provide you with personalized information on TAG Heuer products and services, invitations to events and marketing events, but only if you specifically authorize us to do so. The legal ground for processing such data is your consent. You can always change your mind and manage your marketing preferences in the settings of the Application. Please note that, if you decide to no longer receive marketing communications from us, you will still receive administrative communications from us, such as notifications about your account activities (e.g., account confirmation, modification of password, etc.).
d) We use tracking technologies to collect diagnostics and technical information, based on our legitimate interest, to enable the operation of the Application and our Watch apps, and identify issues and errors that occurred when using the Application and our Watch apps. Our Application and Watch apps cannot work without these tracking technologies and therefore, you cannot disable them.
e) We may also use tracking technologies to generate statistics to understand how users interact with the Application and our Watch apps, to raise usage trends, to develop or improve features and our services. Finally, we may use tracking technologies (including third parties technologies) to personalize your experience on our Application - by accepting them and by turning on the notifications, we will be able to notify you of new features, products or services that match your expectations and preferences.
Note that you can accept or refuse the collection of such usage and preference information in the screen displayed at the first launch of the Application. You can also adjust your preferences at any time in the TAG Heuer Privacy settings of the Application. The data collected through these tracking technologies will enable us to identify you only if you log in to the Application with a TAG Heuer account.
f) Finally, we may process your data, based on our legitimate interest, in order to send you surveys and to ensure the security of the networks and if the processing is necessary to comply with a legal obligation to which TAG Heuer is subject.
3 - Synchronization with third party applications
The Application integrates the third party applications Apple Health on iOS devices and Health Connect on Android devices and allows you, if you expressly consent to it, to synchronize your Application with your Health or Health Connect depending on the operating system of your device. The Application is also compatible with Strava.
If you choose to activate the synchronization of your Application with Apple Health (for iOS users) or Health Connect (for Android users) on your mobile phone, we will collect the following information provided by you in such application (and update your athlete profile accordingly): your height, weight, gender, age and for iOS users, data related to sport sessions, physical condition and health. We collect such information on our servers only once when you activate the synchronization. Activating such synchronization will also activate the automatic sharing of your Activity Data with Apple Health or Health Connect. You may withdraw your consent to the synchronization at any time in the settings of the Application (go into the “Third Party Applications” section of the settings).
If you have a Strava account and choose to link it to your Application, your sport sessions with Sports will be shared with Strava. You may withdraw your consent to the synchronization at any time in the settings of the Application (go into the “Third Party Applications” section of the settings).
You acknowledge that TAG Heuer is not the editor of those third-party applications and may, under no circumstances, be held liable for these applications or for the use you make of any of them. We encourage you to review the terms of use and the privacy policy applicable to each third-party application before using them.
Apple and Apple Health are trademarks of Apple Inc.; Strava is a trademark of Strava, Inc.; Android and Health Connect are trademarks of Google LLC.
4 - How long do we keep your personal data
We do not retain personal data longer than necessary for the purposes stated above.
Unless a longer storage duration is required from us to comply with our legal or contractual obligations or to resolve disputes:
- we keep your account information for as long as your TAG Heuer account is active. Note that you can delete your account at any time directly from the Application in the “Account & Password” section.
- we keep your Activity Data until the earlier of the following events: your deletion of your TAG Heuer account, or your instructions that you wish to delete your Activity Data from our servers. After three years following your last interaction with the Application (either directly or indirectly through another application which you would have synchronized with the Application), we will send you a notification asking you to re-launch the Application before we delete your Activity Data from our servers;
Your data may be archived for a limited period, which shall not exceed five years of time from its deletion.
Your diagnostics and usage information collected through the trackers installed on the Application, and on TAG Heuer apps and watch faces on your Watch, are kept for a maximum of 25 months.
Note that you may exercise your right to erasure at any time by contacting us via our form in the Contact Customer Care section of your Application (category Personal data).
5 - How do we share and/or transfer your personal data
We do not sell or share your personal information in exchange for monetary consideration. We disclose certain information to trusted service providers and partners solely to provide the services. This includes:
a) third party service providers processing personal data on our behalf; those providers help us provide services in connection with the operation of the Application, including for customer support, hosting, monitoring of wallet changes, account management and diagnostic, usage and preferences data analysis (i.e., Sentry, Amplitude and OneSignal);
b) TAG Heuer affiliates and TAG Heuer authorized distributors processing personal data on our behalf and contributing to the management of your TAG Heuer account and to the provision of the services offered by the Application;
c) any third party if we determine that such disclosure is necessary to comply with applicable law, protect our rights or prevent fraud or abuse. When we receive law enforcement requests for information, we scrutinize such requests carefully, especially if they are vague, overbroad or otherwise unlawful. When legally permitted and reasonably possible, we may provide you with notice that your information is being requested. In any case, both the assessment of the request as well as the possibility to inform you of it are at our sole discretion and may not make us liable from a civil, criminal or administrative point of view.
We also use maps of the third party editor Mapbox, to display your recorded tracks on the Application. We do not share any personal information with Mapbox. Note that Mapbox proposes to collect, when users use Mapbox maps, anonymous data about how users interact with their maps, to help Mapbox developers build better location-based applications. You may decide to contribute to such improvements, by opting in to such anonymous data collection by Mapbox (opt-in mechanism available in the copyright attribution section of the map).
We operate internationally and may transfer personal data outside of Switzerland and the European Economic Area for the purposes described above.
In such case, we ensure that an adequate protection is guaranteed for the personal data transferred. Indeed, we will establish with the recipient of personal data a contractual framework (e.g., standard contractual clauses adopted by the European Commission) or other appropriate safeguards that ensure an adequate level of protection abroad. You may request access to a copy of these safeguards by contacting us through https://www.tagheuer.com/Contact (Contact us, category Personal data).
6 - Our security measures
TAG Heuer is committed to respect your privacy. We have in place appropriate technical and organizational measures to limit to the maximum the processing of your data and maintain their security. This means in particular that, by default, only personal data which are necessary for each specific purpose of the processing are processed by us and all accesses to your personal data are limited to what is required for the purposes detailed under this Privacy Policy.
7 - Your rights
You have certain legal rights in relation to your personal data which you can exercise by contacting us via our form in the Contact Customer Care section of your Application (category Personal data) Those legal rights are outlined below.
You have the right to request access to or information about the personal data related to you which are processed by us.
You may ask to delete any or all your personal data collected by us as a result of your use of the Application.
You also have the right to request:
- to rectify your personal data but also to restrict the processing of your data;
- the portability of your data (i.e., the right to receive the personal data related to you that you provided to us and to transfer it to another data controller);
- to object to the processing of your data.
The request is free of charge unless your request is unfounded or excessive (e.g., if you have already requested such personal data multiple times in the last 12 months or if the request generates an extremely high workload). In such case, we may charge you a reasonable request fee according to applicable data protection legislation.
We encourage you to contact us if you feel your personal data has been mishandled or if we have failed to meet your expectations.
In any case, you may lodge a complaint with the competent supervisory authority.
8 - Privacy Policy updates
We may update or revise the Privacy Policy from time to time. We will ensure that you are informed of these changes either by a notice in the Application, for example, or, if applicable, by a personalized warning sent by email or through a Push notification. The Privacy Policy will be resubmitted to your acceptance if and when updated.
9 - Who we are and how to contact us
TAG Heuer, branch of LVMH Swiss Manufactures SA, is the data controller that provides you with the services as part of the Application. You may contact us at:
TAG Heuer
6A rue Louis-Joseph Chevrolet
2300, La Chaux-de-Fonds, Switzerland
Please note that the representative of TAG Heuer in the European Union is:
LVMH Montres & Joaillerie SAS
79 boulevard Haussmann
75008, Paris, France
If you have any question or request regarding your personal data, please contact our Data Protection Officer through https://www.tagheuer.com/Contact (Contact us, category Personal data).
10 -U.S. Supplementary Provisions
These disclosures provide additional information about the privacy rights available to individual residents of certain states in the United States and our personal data processing practices relating to those individuals. The detailed description of how we collect, use, disclose, and otherwise process personal data is above.
Personal Data Disclosures, “Sale,” “Sharing”
We disclose categories of personal data we collect to the categories of recipients set forth in our Privacy Policy. However, we do not sell personal data, and we do not process or otherwise share personal data for the purpose of displaying advertisements that are selected based on personal data obtained or inferred over time from an individual’s activities across non-affiliated businesses or websites, applications, or other services (otherwise known as “targeted advertising” or “cross-context behavioral advertising”).
Sensitive Personal Data
Under certain state law, collection of your gender, heart monitor and precise geolocation (used for Sports) may be classified as “sensitive”. We use sensitive personal data for the purposes set forth above, to provide the services you request (e.g. Performance Data.) We do not sell sensitive personal data, and we do not process or otherwise share sensitive personal data for the purpose of targeted advertising.
You may be able to limit, or withdraw your consent for, our processing of such sensitive personal data by deleting your account information and using the Application as a guest.
Automated Decision-Making
We do not conduct automated processing of personal data for the purposes of evaluating, analyzing, or predicting an individual’s personal aspects in furtherance of decisions that produce legal or similarly significant effects. As a result, we do not provide a right to exercise control over such forms of automated decision-making.
Your Additional U.S. Privacy Choices
Depending on your state of residency and subject to certain legal limitations and exceptions, you may be able to exercise some or all of the following rights:
Right to Know: The right to confirm whether we are processing personal data about you and, for residents of California and Oregon law, to obtain certain personalized details about the personal data we have collected about you, including:
The categories of personal data collected;
The categories of sources of the personal data;
The purposes for which the personal data were collected;
The categories of personal data disclosed to third parties (if any), and the categories of recipients to whom this personal data were disclosed;
The categories of personal data shared for targeted advertising purposes (if any), and the categories of recipients to whom the personal data were disclosed for these purposes;
The categories of personal data sold (if any) and the categories of third parties to whom the personal data were sold; and
For Oregon residents, a list of specific third parties to whom personal data have been disclosed.
Right to Access & Portability: The right to obtain access to the personal data we have collected about you and, where required by law, the right to obtain a copy of the personal data in a portable and, to the extent technically feasible, readily usable format that allows you to transmit the data to another entity without hindrance.
Right to Correction: The right to correct inaccuracies in your personal data, taking into account the nature of the personal data and the purposes of the processing of the personal data.
Right to Control Over Sensitive Personal Data: The right to exercise control over our collection and processing of certain sensitive personal data.
Right to Deletion: The right to have us delete personal data we maintain about you.
Right to Request a List of Third Parties: depending on your state of residency, you may have the right to request third parties with whom your data has been shared.
Depending on your state of residency, you may also have the right to not receive retaliatory or discriminatory treatment in connection with a request to exercise the above rights.
Submitting Privacy Rights Requests
You can exercise your rights directly in the Application by contacting us via our form in the Contact Customer Care section of your Application (category Personal data) or by calling our toll-free U.S. telephone number: 1-866-309-3467.
Submitting Authorized Agent Requests
In certain circumstances, you are permitted to use an authorized agent to submit requests on your behalf through the designated methods set forth above where we can verify the authorized agent’s authority to act on your behalf. In order to verify the authorized agent’s authority, we generally require evidence of either (i) a valid power of attorney or (ii) a signed letter containing your name and contact information, the name and contact information of the authorized agent, and a statement of authorization for the request. Depending on the evidence provided and your state of residency, we may still need to separately reach out to you to confirm the authorized agent has permission to act on your behalf and to verify your identity in connection with the request.
Appealing Privacy Rights Decisions
Depending on your state of residency, you may be able to appeal a decision we have made in connection with your privacy rights request. All appeal requests should be submitted by replying to the communication resolving your original request.