Swiss luxury sport watchmaker TAG Heuer in November launched what it called the industry’s first extensive online ad campaign to reach consumers who spend, on average, three hours online daily. The project, starting at $1 million, makes TAG Heuer the largest Internet advertiser in the watch and jewelry industries, claims the brand, and the only luxury watch with an interactive online campaign. It’s also the greatest single-brand online presence for TAG Heuer’s parent firm, Louis Vuitton Moët Hennessy.

A distinctive aspect was the interactive nature of the banner ads, where “What Are You Made Of?” (the brand’s tagline) is answered in the voice of a TAG Heuer brand ambassador—Tiger Woods, Maria Sharapova, or Jeff Gordon. They described personal and professional challenges they overcame and discussed “What Are You Made Of” principles.