The brand, owned by French luxury goods group Louis Vuitton Moet Hennessy (LVMH), has appointed integrated agency McCann Relationship Marketing following a competitive pitch overseen by UK marketing director Jess Wetherall.
The campaign, entitled 'TAG 24' to reflect that customers wear their watches 24 hours a day, will initially target 124,000 existing customers, based on the watch they own and length of ownership.
Activity, including a quarterly newsletter and tactical communications, will encourage customers to be brand ambassadors for TAG Heuer.
The activity will capitalise on the brand's strong links with sport, according to McCann Relationship Marketing managing director Tim Hipperson.
This could include giving customers information about the various events, such as golfing tournaments and Formula One races, in which TAG is involved, and providing special invitations or preferential opportunities to buy tickets.
There will also be mailing, e-mail marketing and point-of-sale activity.
Hipperson said: "TAG is involved in lots of different events and we want to bring these together cohesively for the first time, and then use word of mouth to turn customers into brand advocates."
Wetherall said: "We were impressed with McCann's unique creative approach, as well as its ability to provide an innovative solution to conveying a true brand experience to our customers."
TAG Heuer's marketing has recently centred on its TV ads, through TBWA\Paris, featuring Tiger Woods. It has also had tie-ups with other sporting celebrities including free-diver Tanya Streeter.
LVMH bought TAG Heuer in 1999 for £485m and the brand is part of the company's watches and jewellery arm. It hired TBWA\Paris to its worldwide ad account in 2001.