Tag Heuer Enlists Ron Johnson’s Enjoy for At-Home Personal Atelier

It’s not hard to see why Tag Heuer partnered with Enjoy to test an expanding definition of what luxury service means today.
The Swiss watchmaker on Tuesday launches a new service for its Connected Modular 45 smartwatch. Customers who purchase the watch through Tag Heuer’s web site can select the Tag Heuer Personal Atelier service to have the timepiece delivered, set up and personalized through Enjoy, free of charge.
Enjoy is the Menlo Park-based start-up founded by Ron Johnson that bills itself as a tech delivery and concierge service. Its business rests on exactly what Enjoy’s doing with Tag Heuer, helping companies upgrade the service offerings of their tech products by offering delivery and setup. Businesses it works with also include Sonos, AT&T and Dyson.
“At the end of the day, we’re a luxury goods company,” said Tag Heuer North America president Kilian Muller. “We sell watches, Swiss timepieces, and with all the online [shopping] these days and with consumers already behaving differently, it’s obviously a big question for a luxury watch company: How do I still deliver a luxury experience to the end consumer and Enjoy is a company able to provide exactly that.”
The service is currently available in New York, but

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