PRIVACY POLICY
Last update: June, 2026
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 and store your personal data in the context of your use of the TAG Heuer Golf mobile application (the “Application”).
The Application has been designed for use in standalone with your mobile or in combination with compatible watches, including the latest generation of TAG Heuer Connected Watch (the “TAG Heuer Watch”).
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. Please refer to the section “Who we are and how to contact us” for more details.
1 - What personal data do we collect and when
TAG Heuer collects the following information:
a) TAG Heuer account information required when creating and/or completing your 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) Application information (golf profile and golf sessions):
- your golf profile: your account information as well as your country, your picture, your game index, your game preferences (units), features of your phone;
- your golf sessions: golf course played, date, players nicknames, scores, location data relating to the golf course, shots recorded and their qualification (the shots may be explicitly recorded or automatically detected), penalties, information regarding the accelerometer and gyroscope, golf clubs used, game notes;
c) Diagnostics and usage information when using the Application and the TAG Heuer Golf app installed 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) and other technical information in relation to your use of the Application and TAG Heuer Golf app 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) Data collected through the Strokes Gained feature (if you are eligible and choose to activate it):
By activating the feature in the Application, TAG Heuer collects the following categories of data, which will be transmitted to our partner TaylorMade for the purposes detailed in Article 5(d):
Data relating to your recorded shots (shot type, club used, start and end position);
Your scores per hole and per round;
Characteristics of the golf courses played (name, hole configuration);
Your user identifier (in pseudonymized form).
The transmission of this data to TaylorMade is conditional on the activation of the "Strokes Gained" feature. You may disable this feature at any time in the Application settings ("Settings"), which will end the transfer of your data to TaylorMade for future rounds.
2 - Why and how we use your personal data
As a general principle, we only collect and process your personal data to run the service offered to you via the Application, and to help us improve and enrich it. The purposes and legal grounds for processing your personal data are detailed below:
a) Your TAG Heuer account, your golf profile and your golf sessions: we need to process your account information and your golf profile and golf sessions information in order to manage your access to the Application, to provide you with the expected service and to communicate with you and answer any questions or comments you may have. In this regard, if you allow us to send you a Push Notification, 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) Your location data: we need to process your location information in order to indicate you the golf course nearby and download it. If you have started a golf session, and that you are close enough to the golf course of your session, we will access your location continuously in order to show you the distance to the green and the obstacles of the course, as well as to prepare a game summary. You may stop it at any time by finishing the current session. The legal ground for processing such data is your consent, which you may withdraw at any time by using the "Settings" application on your phone. In this case, we will no longer be able to show you the golf courses nearby, nor the distances to the greens and other obstacles.
c) The Application requires access to your camera and photo library for the following purposes: (i) to upload your profile picture, which will be stored on TAG Heuer's servers; and (ii) to take or import pictures of other players or of the round, which will be processed and stored locally on your device only and will not be transmitted to or processed by TAG Heuer's servers. These pictures appear in the "Players" page of the Application and in the scorecard.
The legal basis for the processing of your profile picture is your consent, which you may withdraw at any time through the "Settings" application on your device. Please note that withdrawing your consent will prevent the Application from performing functions related to the upload and display of your profile picture.
d) 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.).
e) 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 app. Our Application and Watch apps cannot work without these tracking technologies and therefore, you cannot disable them.
f) We may also use tracking technologies to generate statistics to understand how users interact with the Application and our Watch app, 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 with 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 Privacy settings of the Application.
g) Finally, we may process your data, based on our legitimate interest, in order 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.
h) If you are eligible and activate the "Strokes Gained" feature, your data referred to in Article 1(d) are transmitted to TaylorMade, in accordance with the terms detailed in Article 5(d). The legal ground for this transmission is the performance of the service you requested by activating said feature. Where applicable, the legal ground for the processing of your data by TaylorMade for commercial purposes is your consent, which you may withdraw at any time by contacting TaylorMade directly at: ConsumerEnquiries@taylormadegolf.com or privacy@taylormadegolf.com if you are from the United States of America.
3 - Synchronization with Health on iOS devices
The Application integrates HealthKit™ and allows you, if you expressly consent to it, to synchronize your Application with your Apple Health application on iOS devices.
If you choose to activate the synchronization of your Application with Health on your mobile phone, we may display the following information in the statistics of the Application:
- distance traveled;
- number of steps during a round;
- active energy burnt.
In this respect, we do not store any data from Health and will never transfer them to our servers.
If you allow us to synchronize with Health, we will be able to export the golf rounds as a workout, with the number of holes played, the name of the golf course, the date and time of the start and end of the round. You can withdraw your consent at any time directly in Health. In this case, we will no longer be able to display the data from Health in the statistics of the Application or to export the golf rounds to Health.
You acknowledge that TAG Heuer is not the editor of the Health application and may, under no circumstances, be held liable for this application or for the use you make of it. We encourage you to review the terms of use and the privacy policy applicable to Health before using it.
Apple® and Apple Healthare trademarks of Apple Inc.
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 TAG Heuer account information for as long as your TAG Heuer account is active. Note that you can delete your account by contacting us via the " Support" page in the settings of the Application or on TAG Heuer website.
- we keep your Application information (golf profile and golf sessions information as well as data relating to the use of the Strokes Gained feature) until the earlier of the following events: your deletion of your TAG Heuer account, or your instructions that you wish to delete your Application information 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 Application information 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 Golf app on your TAG Heuer Watch are kept for a maximum of 25 months.
Note that you may exercise your right to erasure at any time by contacting us through: https://www.tagheuer.com/Contact (Contact us, category Personal data).
5 - How do we share and/or transfer your personal data
We do not sell your personal data, and will not sell your personal data. Your personal data may be transferred to the following recipients:
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, account management and diagnostic and usage data analysis (i.e., Sentry, Firebase Crashlytics 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.
d) When you activate the "Strokes Gained" feature, the personal data referred to in Article 1(d) are transmitted to TaylorMade. TaylorMade is involved in this processing in two distinct capacities:
As a data processor on behalf of TAG Heuer: TaylorMade processes game data (pseudonymized user identifier, scores, recorded shots and course characteristics) on TAG Heuer's instructions, exclusively for the purpose of calculating "Strokes Gained" statistics. This relationship is governed by a data processing agreement strictly regulating these terms.
As an independent data controller, for commercial communications: If, upon activation of the "Strokes Gained" feature, you have expressly consented to receiving marketing communications from TaylorMade, TAG Heuer collects this consent on behalf of TaylorMade. TaylorMade is then solely responsible for this processing for commercial purposes, the means and purposes of which it determines independently.
This transfer is governed by Standard Contractual Clauses (SCCs) adopted by the European Commission, ensuring an adequate level of protection for your data. You may obtain a copy of these safeguards by contacting us at: https://www.tagheuer.com/Contact (Contact us, category Personal data) or via the contact section of the Application.
For any questions regarding the processing of your data by TaylorMade for marketing purposes, and to exercise your rights (access, rectification, erasure, objection, withdrawal of consent, portability), please contact TaylorMade directly at the following address: TaylorMade Golf Company – ConsumerEnquiries@taylormadegolf.com [Link to TaylorMade's Privacy Policy]. or privacy@taylormadegolf.com if you are from the United States of America.
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 through: https://www.tagheuer.com/Contact (Contact us, 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.
With regard to data processed by TaylorMade in its capacity as an independent data controller (for marketing purposes only), any exercise of your rights must be addressed directly to TaylorMade at the contact details indicated in Section 5(d) above. TAG Heuer is not in a position to respond to requests relating to processing operations for which TaylorMade is independently responsible.
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 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.