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The female target group is becoming increasingly important for both the luxury market and the luxury watch market. As a result, brands that have so far focused predominantly on the male target group must develop strategies to attract the female target group to their brand and products. Only with the help of a clear brand management and positioning strategy of the brand in the luxury watch market can a desirable brand be established. The aim of this paper is to investigate communication measures and position strategies that can contribute to enhancing the desirability of the TAG Heuer brand specifically within the female target group. To answer the underlying research questions, a quantitative consumer survey was conducted and completed by 135 participants. Furthermore, this paper aims to identify trends for the luxury goods industry that could bear relevance to the TAG Heuer brand in the future. The findings of the paper suggest that both events and collaboration with other brands, as well as collaboration with female influencers and testimonials, can increase the desirability of the TAG Heuer brand among the female target group. In addition, limited and special editions have great potential to increase the desirability of the brand. In the long run, the positioning of the TAG Heuer brand in the luxury segment is recommended. Overall, the paper provides important insights into the consumer behaviour of the female target group in the luxury watch market and suggests the measures that may be taken to increase the desirability of the TAG Heuer brand. [ABSTRACT FROM AUTHOR]