Perpetuelle.com Blog » Tag Heuer

TAG Heuer Aquaracer All Black

Kyle — Wed, 30 Jun 2010 19:07:44 +0000

Black titanium case + dive watch credentials…

TAG Heuer is set to introduce a cool new model in its Aquaracer dive watch line – the Aquaracer 500m “All Black”. It is a full-featured dive watch, starting with a lighweight, brushed-finish case made of titanium and coated in black-titanium carbide. The screw-down crown is rubber coated as is the unidirectional bezel. There is also a helium escape to accommodate the 500 meter water resistance rating. The dial and hands also keep with the black theme – the hands are luminescent and the dial also has a verticial-striping effect to it that looks great. There is a date window as well. The case back is “smoked sapphire crystal” which I would guess looks pretty cool. Rounding out the watch is a black rubber strap with a matching titanium clasp. No word yet on price, but I expect this to be a popular watch given its full lineup of dive watch credentials paired with the titanium metal case and the “all black” color theme. Coming September 2010.

TAG Heuer Aquaracer 500m All Black

Ref. WAJ2180.FT6015

TAG Heuer Monaco for Porsche Club of America

Kyle — Wed, 23 Jun 2010 18:08:14 +0000

55 Pieces for 55 Years…

TAG Heuer is set to manufacture a limited edition watch for the Porsche Club of America (PCA), the largest single-brand car club in the world (100,000+ members). The watch keeps the essential elements of the TAG Heuer Monaco watch, but with a sporty, special dial designed in red and black rally stripes and the racing number “55″, a nod to Porsche Club of America’s years since — and year of — its founding (1955). As you can also see, the watch comes on a black leather strap with racing holes and red stitching that is exclusive to this model:

The backstory on this watch is that Vu T.H. Nguyen, executive director of the Porsche Club of America, and Georg Bartkowiak, member of the Porsche Club of Germany, decided to create a limited collector’s watch for the PCA. Of course it only made sense to tap Bartkowiak for the prestigious project — readers of this blog will likely recognize Bartkowiak as CEO of high-end luxury watch brand GRIEB & BENZINGER (check out his handiwork here!).

The official limited edition TAG Heuer Monaco manufactured for the Porsche Club of America is available for order now, with delivery set for September. The official retail price at launch is $5,500. When you compare this to the nice-but-not-that-nice TAG Heuer Silverstone re-issue which was priced at $6,500, I’d have to say this is an absolute steal!

Get your order in today at www.PCA-TAG.com!

Did You Know?

It is no coincidence that the PCA has chosen TAG Heuer as its partner for the limited edition watch, which is based on famous racing heritage. In preparing to shoot Le Mans, US actor Steve McQueen’s main source of inspiration was his friend Jo Siffert, the Swiss racecar legend who in 1969 became the first driver ever sponsored by a watch brand: Heuer (TAG, standing for Techniques d’Avantgarde, was added in 1985 as the result of a takeover). McQueen insisted on wearing Heuer’s Monaco in the film, which had just been launched. Perhaps it was McQueen’s influence, or perhaps it was Porsche driver Siffert’s, but the Monaco seemed to become the preferred chronograph of the racing and fashion worlds in the 1970s. This watch, whose unique and uncompromising geometry helped achieve its almost legendary status, is one of the most recognizable timepieces in the world.

Red Heuer Silverstone Caliber 11 Produced for Charity

Kyle — Thu, 17 Jun 2010 13:46:24 +0000

Unique piece, “Jack Heuer” signed dial…

In 2010, TAG Heuer reissued limited edition versions of its 1974 Heuer Silverstone watch — 1,500 pieces in each blue and brown (see live pics here). The original Silverstone was originally introduced in 1974 with its signature “cushion” shaped case, and is named for the famous racing circuit in England. You can read more about the new Heuer Silverstone here and here (my exclusive live pics).

Now we learn that TAG Heuer has also produced a one-of-a-kind Silverstone, this one in a striking red color and with a “Jack Heuer” signature on the dial (Jack Heuer is the modern day patriarch of the TAG Heuer brand). The piece is to be auctioned by Bonhams, with proceeds going to Green Cross International, a charitable organization closely supported by TAG Heuer through their brand ambassador Leonardo di Caprio.

Bonhams estimates the piece will fetch £6,000-£8,000 when it is offered on December 15, 2010. Great color!

Similar to the original Silverstone, the reissue uses a Chronomatic Caliber 11

“the first self-winding automatic chronograph with micro-rotor”

TAG Heuer Pinel & Pinel Gift Set

Kyle — Tue, 18 May 2010 14:20:03 +0000

Pinel & Pinel craftsmanship…

In celebration of its 150 anniversary year, TAG Heuer has launched an exclusive boxed edition of its Grand Carrera Calibre 17 RS2 Chronograph. The specially boxed set, limited to 150 units, also comes with TAG Heuer’s Meridiist phone which, although I am most definitely not a fan of, I can look past in the context of it being a part of this unique collector’s set.

Yes the watch looks great, but what’s equally as special here is the Pinel & Pinel custom box. Crafted by bespoke French artisan and designer Fred Pinel, this multi-function watch box is a reinterpretation of the 1930s steamer trunk on the outside and the secret drawers of a Louis XVI armoire on the inside. The premium watch box, hand crafted in black and orange leather with accented stitching, houses a watch winder for the Grand Carrera Calibre 17 RS2 Chronograph, and a mini USB connect for charging the Meridiist:

TAG Heuer Grand Carrera Calibre 17 RS2 Chronograph

I like the philosophy of presenting the watch in a nice watch box — sell “the whole package” — not just the watch. Well done, TAG Heuer.

p.s. – Fred Pinel, your work is amazing!

Wristed: TAG Heuer Silverstone Reissue

Kyle — Mon, 17 May 2010 13:26:03 +0000

A standout watch…

This past weekend at a special event hosted by TAG Heuer, I had the opportunity to get up close and personal with the new TAG Heuer Silverstone “reissue” . I first wrote about this watch in Dec’09, and it was great to finally see the watch in the metal. When it was handed to me, my first impressions of the new TAG Heuer Silverstone were in general positive. In short, the watch has a great “retro” look all its own, it comes in 2 great colors, and it wears very comfortably on the perforated leather strap with a cool “Heuer” logo buckle. My main only quibble is the price — a bit high for me at $6,500. That and the case height (more on this below). But overall, it’s a pretty cool watch. Here’s a few looks (and please pardon my unfortunate camera work, which leaves a little bit to be desired):

Unlike many watches, the Silverstone looks virtually identical to the previously released press photos, although one thing that immediately struck me was how “thick” the case is. This is one aspect of the watch that can only be understood appreciated in person. While I do not know the exact case dimensions, I do know that the thick, square case sits…shall we say very “proudly” on the wrist. Weight-wise, the watch is also quite substantial, and I say this in a good way.

As for the colors, I find both color variations to be very attractive and very well executed by TAG Heuer. I’d probably select the blue version if I had to choose just one. The strap is also quite comfortable and with a very cool “Heuer” buckle (not pictured). Finally, the left-sided crown is also decorated with the “Heuer” logo and is a very nice touch, too.

As I noted in my Dec’09 post, the watch was originally introduced in 1974 and is named for the Silverstone racing track in England, famous home of the British Grand Prix. The original Silverstone housed the Chronomatic Caliber 11, the first self-winding automatic chronograph with micro-rotor, and the tribute pieces remain true to spirit with an updated version of the Caliber 11.

In closing, I’ll leave you with some words from TAG Heuer CEO Jean-Christophe Babin. I think he perhaps summed up this watch best when he said: “It’s just a standout, as audacious and unconventional as the person who dares wears it.” I couldn’t agree more.

TAG Heuer Pendulum Watch

Kyle — Thu, 18 Mar 2010 16:09:14 +0000

The first-ever mechanical movement without hairspring…

Overall, I would say that my taste in watches tends to run more towards the traditional. But this new concept watch from TAG Heuer just unveiled at Baselworld 2010, – the Pendulum – seems to be a great technological innovation and thus worth a closer look. Watch the video first and then I’ll “show and tell” you more about this new and exciting concept watch.

TAG Heuer Pendulum demonstration

The basic concept here is that the hairspring has inherent physical limitations (gravity and temperature are its primary ‘enemies’). New materials such as silicon have made great improvements in overcoming these limitations, but still they exist. So what did TAG Heuer do? It got rid of the hairspring entirely and replaced it with an innovative pendulum “spring” that is regulated by magnets. The pendulum beats at a very high frequency 43,200/hour (6 Hertz) and requires no additional components give its firm rooting in the physics of magnetism. Pendulum gets its name from a creation of the original inventor of the hairspring, Christiaan Huygens in 1675— he actually invented the pendulum clock in 1657.

Baselworld 2010: Tag Heuer Carrera 1887 Chronograph

Kyle — Wed, 17 Mar 2010 13:45:37 +0000

The first recipient of TAG Heuer’s New Caliber 1887

Well, barring the leaked photos a few weeks ago, here it is – the new TAG Heuer Carrera 1887. This is the first announced watch to contain TAG Heuer’s new Caliber 1887 movement. After the much debated, defended and discussed marketing flub over the announcement of its new 1887 movement, I’m sure TAG is more than eager to move on and shift the attention to the actual watches that will use its new movements. I share their desire to “move on”. The new Carrera 1887 is a pretty straightforward watch – what you see is what you get. This new model has a 41mm case water resistant to 100 meters, a polished and satin-finished bezel with tachometer scale, and will be available in a silver or black dial with alligator strap or steel bracelet. The early buzz/reaction to this watch was less than spectacular and to me it all comes down to price – it will be interesting to see the price premium TAG Heuer will put on its watches with the new Caliber 1887 in them. Hopefully they do not overprice them as I hear Breilting did with its Chronomat B01 watches with in-house caliber (launched 2009).

The new TAG Heuer Carerra 1887

The new TAG Heuer Caliber 1887

You can see all the hot new watches for 2010 on Perpetuelle.com’s Official Baselworld 2010 Forum. Just click here!

Baselworld 2010: Perrelet Diamond Flower Ceramic

Kyle — Mon, 15 Mar 2010 22:19:40 +0000

Ceramic is in in 2010…

This is a sneak peak at the new Perrelet Diamond Flower ceramic watch. More info and a video, below.

I love the design of the original this collection – it is simply beautiful. Not to mention its adaptation of Perrelet’s unique “double rotor” system (see the video below) in which the top-side rotor is in the shape of diamond-lined flower petals. Now, with this year’s addition of a black and white ceramic bracelet/case with a black mother-of-pearl dial, Perrelet is stepping it up a notch in with an even more luxurious and mechanically sophisticated extension of the collection.

More broadly, I am sensing that ceramic watches will be a hot item this year, particularly in the ladies segment. While of course there’s always been the Chanel J12 series setting the standard for the ladies ceramic watch, not to mention its one-off limited edition pieces such as the very beautiful and one-of-a-kind J12 Joaellerie as well as the new and engimatic “concept watch” known as the Chanel J12 Tourbillon Retrograde Mysterieuse Automatic (see the high res pics and video here), other brands are emerging with their own and equally impressive ceramic watches. Perrelet being one good example. Also, I think that the new TAG Heuer F1 ceramic ladies collection will be very well received – the watches look great – you should really take a look if you haven’t seen them yet.

And of course on the men’s side it is more about the ceramic bezel – most recently and notably the new OMEGA Seamaster Liquidmetal watch, sure to be one of the most popular watches seen in Basel this year (available first here on Perpetuelle since Oct’09).

Will we see more new and exciting ceramic watches this year at Baselworld? You can count on it!

2010 TAG Heuer Tesla Roadster

Kyle — Mon, 01 Mar 2010 15:58:57 +0000

2010 TAG Heuer Tesla Roadster to include new TAG Heuer concept watch…

This is the new TAG Heuer Tesla Roadster on dispaly at the Geneva Motor Show. The design was reportedly inspired by the new TAG Heuer concept watch which is to be revealed at Baselworld 2010 on March 18. The car will also feature a TAG Heuer Meridiist mobile phone as well as a one-fifth second Heuer Limited Edition Stopwatch. As for the car, well the Tesla Roadster is one sweet ride – what I instantly noticed about the TAG Heuer Tesla Roadster is the use of a green rearview mirror + green accents on the passenger side, and red rearview mirror + red accents on the driver side. Most curious!

Cabin / Interior:

“TAG Heuer has a rich history and expertise with the world’s most prestigious racing teams — but this is the first ever partnership we’ve forged with an electric sports car company,” said Jean-Christophe Babin, President and CEO of TAG Heuer. “We believe that high-performance drivers are increasingly searching for products that are efficient, socially responsible and stylish. TAG Heuer and Tesla are two of the few companies arleady achieving these ideals today.”

“Engineers at both TAG Heuer and Tesla understand intuitively that technology — whether worn on your wrist or driven on the road — can help us live better while we tread more lightly on this planet,” said Tesla CEO Elon Musk.

TAG Heuer and Tesla plan to hold what will undoubtedly be a huge and celebrity filled launch part on March 18 during Baselworld 2010.

Special cradle/rest on the console for the TAG Heuer Meridiist phone

The special edition 1/5 second Heuer Stopwatch

An odd mix of modern and past day technology if there ever was one!

Even the speedometer is branded TAG Heuer!

Hat tip: Calibre11.

About Tesla Motors

Tesla is the world’s only automaker selling highway-capable electric vehicles. Tesla sells cars online and operates showrooms and galleries in London, Munich, Monaco, California’s Silicon Valley and Los Angeles, Colorado, New York, Seattle, Chicago and South Florida. Tesla has delivered more than 1,000 cars to customers in at least 21 countries worldwide.

The Tesla Roadster accelerates faster than nearly any car in its price class and is twice as energy efficient as leading hybrids. It is the only highway-capable electric vehicle for sale in Europe or North America. The Roadster does not need regular oil changes or exhaust system work. Roadsters have no spark plugs, pistons, hoses, belts or clutches to replace. Tesla recommends a standard service and diagnostic inspection once a year – and Tesla can perform this service at customers’ homes or offices.

Baselworld 2010: TAG Heuer Ceramic

Kyle — Mon, 01 Mar 2010 13:17:44 +0000

TAG Heuer Introduces Lady’s Ceramic Bezel, Bracelet….Men’s watches next?

Below is a first look at some pics of the new TAG Heuer F1 Lady series watches with ceramic bezel and bracelet components that will be officially unveiled at Baselworld 2010. This is TAG Heuer’s first foray into the use of ceramic in its bezels and bracelets and I expect this to generate a lot of enthusiasm from TAG Heuer fans and watch fans in general. More importantly, it is all but certain that TAG Heuer will also soon introduce ceramic into its men’s watches as well. TAG Heuer follows other popular brands such as Rado, Chanel, Rolex, and most recently Omega (check out the new Omega Seamaster Planet Ocean Liquidmetal here) to integrate ceramic bezel and bracelet components.

3/18 Update: These timepieces will retail in the U.S. and Canada for approximately $1,200 for the non-diamond and $1,700 for the diamond models.

This is to me a positive move by TAG Heuer in what is shaping up to be a crazy year of “highs” and “lows” for the brand (a beautiful Silverstone reissue, the Caliber 1887 movement snafu, a leaked then retracted Carrerra 1887 model, dealing with a tainted Ambassador named Tiger Woods here, here and here….and oh I can’t miss mentioning the absurd $360 “luxury” 8Gb flash memory thumb drive).

As for the watch, the only downside for me – and this is purely a matter of preference if this sort of thing matters to you – is that the F1 lady ceramic the watches will have quartz movements in them. A far cry from, for example, the Audemars Piguet-base mechanical automatic movements as used in the Chanel J12 Series. On the plus side, the price will actually be affordable. And I do think that the watches look nice – very clean and sharp looking. So all in all, I’ll give TAG Heuer a “thumbs up” on this one.

BASELWORLD 2010 is coming soon. You can see all the hot new pre-releases on Perpetuelle.com’s Official Baselworld 2010 Forum right now! And many many more when the event starts on March 18th. Just click here!

Baselworld 2010: TAG Heuer Carrera 1887

Kyle — Wed, 10 Feb 2010 16:37:16 +0000

The first recipient of TAG Heuer’s New Caliber 1887

UPDATE: this post has been updated here:

***CLICK HERE TO VIEW THE NEW CARRERA 1887 CHRONOGRAPH (HIGH RES PICS DIRECT FROM TAG HEUER!)***

The new TAG Heuer Caliber 1887 (announced December 2009)

BASELWORLD 2010 is coming soon. You can see all the hot new pre-releases on Perpetuelle.com’s Official Baselworld 2010 Forum, and many many more when the event starts on March 18th. Just click here!

TAG Heuer Stands by Tiger Woods

Kyle — Mon, 21 Dec 2009 17:40:24 +0000

Do Actions Speak Louder Than Words?

TAG issued this official news release on its website over the weekend:

TAG Heuer Stands by Brand Ambassador Tiger Woods

They just don’t want his name or likeness on any of their ads in the U.S. or Australia, that’s all.

I continue to see mixed messages in TAG Heuer’s approach to managing this crisis. A phrase comes to mind: “Actions Speak Louder than Words”. Do they not?

I admit this is a tough situation for many sponsors who have invested HEAVILY in Tiger Woods and stand to lose a lot. TAG Heuer seems to be sitting on the fence, trying to have it both ways – ie. “standing by him” but at the same time moving swiftly to disassociate with him. I’m no PR expert, but I think that in the long run it will be difficult for TAG to continue to play both sides of the Tiger Woods saga. We shall see!

TAG Heuer Tosses Tiger Woods from U.S. Advertising

Kyle — Sat, 19 Dec 2009 01:28:21 +0000

First Australia, now the U.S……

LINK: Tiger Woods Dropped by Tag Heuer

As we surmised 4 days ago, it now seems even more likely that that Tiger’s affiliation with TAG Heuer is probably just a few ticks of the chronograph counter’s hand away from being pulled…..permanently.

TAG Heuer Partially Supports Tiger Woods, But Will It Last?

Kyle — Mon, 14 Dec 2009 15:21:18 +0000

First In Watches Sees Mixed Signals

Lot of reports flying around on the status of Tiger Wood’s sponsors and whether or not they will stick with him. Our interest here at First In Watches being of course his affiliation with global luxury watch brand TAG Heuer. Although we are not as close to the story as we would like, I have been following the headlines and felt it appropriate to weigh in with a quick take.

Although the news out this morning from the UK Guardian is that TAG Heuer will be standing by Tiger and that his personal life is “not our business“, it seems that TAG Heuer has also carefully hedged its position as reports late last week from Australia’s Sydney Morning Herald indicated that the brand had pulled placards and other Tiger-related advertising materials from the marketplace.

First In Watches believes that these mixed signals do not bode well for the future Tiger Woods/TAG Heuer relationship. Further, with another equally high profile sponsor like Accenture finally announcing that it is dropping Tiger, the pressure upon other sponsors such as TAG Heuer to drop Tiger will continue to mount. It seems likely to me that Tiger’s affiliation with TAG Heuer is probably just a few ticks of the chronograph counter’s hand away from being pulled.

Photograph: David McNew/Getty Images

TAG Heuer Shoots Itself In the Foot on TAG Heuer Caliber 1887 Launch

Kyle — Tue, 08 Dec 2009 04:55:10 +0000

TAG’s Credibility Under Heavy Fire from Watch Enthusiasts – CEO Takes to the Web to Defend – Really? Doth TAG Heuer Protest Too Much?

You know there’s a problem when the CEO of a global watch brand is forced to defend his company’s actions by posting on watch forums and commenting on watch blogs. Such is the situation now unfolding at TAG Heuer, where CEO J.C. Babin’s remarks can be seen on watch blogs such as Calibre 11 and watch forums such as Watchuseek – as he defends what now appears to be overly aggressive marketing by TAG Heuer for the launch of its new, ahem, “designed 100% in-house” Caliber 1887. (side note: there was probably some action/discussion over at another watch forum initials “T.Z.” as well, but as I’m sure all dissent has been thoroughly squelched by the Dictators who masquerade as “Moderators” over there I won’t give them the dignity of a mention; of course this also a topic of discussion for another time).

So here’s the quick run-down: on December 2, TAG Heuer in great fanfare announced the launch of a new Caliber, the Caliber 1887. I admit – I was excited. The press release unequivocally states “The Calibre 1887 is the fifth movement designed 100% in-house by TAG Heuer, joining…” (my emphasis added). And therein lies the predicament that TAG Heuer has gotten itself in to. A quick bit of reading of the TAG Heuer blogs and watch forums indicate that the problem is this – TAG Heuer did NOT 100% design this movement in house. People called TAG out on it, and now TAG is on the defensive. But in fact the CEO has proven his critics correct, in my view – as confirmed in his own words – here are a couple excerpts of JC Babin’s comments on the aforementioned Calibre 11 (again, my empahsis added):

“Hi, I’m J.C. Babin the CEO of TAG Heuer, and YES, the new Caliber 1887 is based on a SII (Seiko Instruments Inc.)TC78 platform developped and patented in 1997 (filing) and eversince produced in very limited quantities, apparently for Junghans and Seiko watches in Japan.

STOP – there you have it, he admits the is based on a Seiko Instruments Inc. TC78 platform. Which apparently not only was patented by went into production.

“….The caliber we propose and announced last week in London is a major evolution of this platform even though I aknowledge that the overall construction may look similar at first glance. However, the TAG Heuer is much different in terms of components, size and eventually performances….”

STOP – again we see – the Caliber 1887 is an evolution (major or minor, it matters not) of a pre-existing platform. Babin goes on to state that “I would therefore qualify that movement as really in-house and manufactured by TAG Heuer even though, yes, the original IP has been acquired from SII.” Sure, I suppose it does “qualify” as in-house but the obvious reality is that is was not 100% designed in house. Period end of story.

Was Credit Given Where Credit Was Due?

In a “Q&A with Jean-Christophe Babin” document that TAG Heuer also released, question # 4 reads as follows:

4- What is the origin of the movement? When did the project start?
Back in January 2006, we started looking at every mechanical chronograph on the market, and none made the grade in terms of our criteria — high-volume production, unbeatable reliability, easy maintenance and reasonable manufacturing cost. So we set out to make our own, and three years later came up with a beauty.

The turnaround time for a new movement — from first draft to final product — is between 3 and 5 years. The Calibre 1887 is at the front end of the timeframe. But we didn’t rush anything, we took our time, we didn’t make any compromises. When it was completely ready, we launched. As always, the number one priority was to produce the best possible product.

Yup – that’s right – this beauty was all TAG all day long. Great job – conceived of it, drafted it, and brought it to market in remarkable time. Aye.

So, you might ask…..

Why are you are making a big deal out of nothing? The fact that JC Babin has 7 posts in the last 24 hours on the Watchuseek thread should tell us all something about how TAG Heuer views this situation. Although I give him credit for confronting the situation head-on, it’s got to be somewhat embarrasing for the CEO of TAG Heuer to have to go onto Watchuseek and register his own new account and defend his Company’s actions. Not only that but he made 7 posts today alone on WUS. As a small aside, I also happen to find a small bit of irony in this situation, which is that not only is TAG Heuer’s Press/Media department’s unwilling to reply to any of my requests for comment on things little ‘ole things like this (Has TAG Heuer Lost its Mind?) and this (TAG Heuer Meridiist is Dead On Arrival), but they also seem to leave the big issues to others as well. In this case the CEO himself. What do you people do?

The Caliber 1887 is a fantastic accomplishment – What’s the big deal? Indeed. The mistake here is not one of technical ambitions, nor technical prowess, nor technical innovation – these people all did their job, and they did it well. It is a mistake of marketing and being true to your brand and your customers. This is a Public Relations problem, pure and simple.

Who’s at fault? Hard to say, really, and who really cares. Although we see that JC Babin is stepping up as captain of his ship to take the heat, you can take it to the bank that things are not pretty behind closed doors at TAG Heuer. Allow me to ask one innocent question – how did the TAG Heuer press and or marketing department think they could get away with putting out such a bold statement in a press release? I gotta say that it is ambitious and aggressive to make such a bold statement and think you can get away with it. Whether ignorance or hubris – is there a better case to plead?

What’s the bottom line? If I had to guess, some heads may roll back at TAG Heuer, but the brand will most surely come out of this just fine because they have the marketing dollars to overcome it and it is most likely that a the large majority of TAG’s consumers will never catch wind nor even care about the origins of the design of the Caliber 1887 (they may even ask “What’s a Caliber?”). Hey, don’t get me wrong – I was pretty excited to see the Caliber 1887 coming from TAG, as I am a TAG Heuer fan and owner myself. But there’s no need to spin it into something that it isn’t – and that’s what all this big brouhaha is all about, sadly.

Oh, and one last thing – watch brands are wise to take note the power of the Internet and “social media” in bringing this story about – it’s time for many of you to re-think how you communicate and position yourselves vis-a-vis the Internet – time to learn to live in this brave new world.

Tag Heuer Silverstone Reissue – Somebody Tell Watchismo!!

Kyle — Fri, 04 Dec 2009 05:19:26 +0000

Well here’s something from Tag Heuer I can praise (unlike their obsccenely overpriced flash memory sticks and mobile phones)! To mark its 150th anniversary, TAG Heuer will re-issue the Silverstone Chronograph in February 2010 as a limited edition piece. While I’m not a Tag Heuer history expert, I understand that the Silverstone was originally introduced in 1974 with its signature “cushion” shaped case, and is named for the famous racing circuit in England. It also bears some resemblance to another iconic Tag Heuer watch, the Monaco. The original Silverstone housed the Chronomatic Caliber 11, the first self-winding automatic chronograph with micro-rotor, and the tribute pieces will remain true to spirit with an updated version of the Caliber 11. Actually, if you want to get the real scoop on this watch, I highly recommend you jump on over to Calibre 11, probably the best vintage Tag Heuer watch site/blog on the ‘net. To be made in 2 colors – only 1,500 pieces per color – for about $6,500.

One funny thing about this whole deal is that there is another popular watch blog that I am a fan of called Watchismo – and about 2 years ago (May 2007) he was pining for exactly this – check out Watchismo – Reissue Wish – 1974 Heuer Silverstone. Can you believe it?!? Does Watchismo know that his “reissue wish” has finally come true? Consider him told!

Hat tip: Acquire via Digital Trends.

Has Tag Heuer Lost Its Mind?

Kyle — Fri, 20 Nov 2009 14:41:34 +0000

“You have got to be kidding me.” These were my first words upon seeing a couple of the items in Tag Heuer’s new accessory e-boutique. Are my eyes playing tricks on me? Has TAG Heuer lost its mind? Or is TAG Heuer just trying to insult our intelligence. Let me list the absurdities:

8 GB usb storage keychain fob – $360!!!!!!
30 GB usb storage – “avant gard credit card size” – $700!!!!!!

And let me then add:

The belief that your watch brand can sell anything at any price? Priceless.

See for yourself at http://www.tagheuereboutique.com/. No one in their right mind would pay such money for items like this that will a) be completed outdated in about 6 months (if you are lucky), and b) can be had for a fraction of the cost today – literally (see below).

This is reall too bad, because there are actually some cool items in Tag’s eboutique – for example a nice Heur Monaco leather jacket, which oddly enough can be had for about the same price as the USB memory card ($700). Too bad TAG Heuer has completely ruined the perception of value of all the good items in its store by pricing these “IT devices” like they are the last bits and bytes of memory on Earth.

I guess the bigger question is, why does Tag Heuer keep trying to extend its brand into areas that it obviously has NO CLUE as to what it is doing and what the key drivers of value are?

8 gigabyte “Tag Heuer” branded USB stick

Yours for only $360.00!!

I’m sure it is soooo much more functional than this 8gb flash stick offered by Sandisk – $19:

30 gigabyte “Tag Heuer” branded USB card

Yours for $700.00 – what a steal!

If I were TAG Heuer I would quickly drop a ‘0′ off the end of those prices and say that it was just a typo.

Watches for the 2009 Formula 1 Singapore Grand Prix

Kyle — Sat, 26 Sep 2009 20:58:12 +0000

As with prior years, a few luxury watchmakers have issued special watches to commemorate the Singapore Grand Prix this year, and I thought it only appropriate and timely to share those with you now, as these are some special and exclusive (ie very pricey) watches. If you did not know, the only night race on the FIA Formula 1 World Championship circuit is at the Marina Bay track in Singapore. In 2008, the first year of the “night race”, Ferrari’s Felipe Massa (wearer of all things Richard Mille) had the pole position, but it was Renault’s Fernando Alonso who took the victory. This year, it is McLaren-Mercedes’ Lewis Hamilton (wearer of all things Tag Heuer) who has the pole position but the winner is yet to be determined!

Franck Muller Conquistador Singapore Grand Prix 2009 Racing Chronograph

80 pieces in titanium, 80 in rose gold and titanium, and 6 exclusive models in pink gold with blackened titanium bezel (shown below in this order)

(photo credits: Horomundi)

2009 Chopard Classic Racing Chrono F1 Singapore Edition (Unique Piece)

18-carat rose gold, 45mm case, COSC-certified, 1960s Dunlop racing tyre-tread motif black rubber strap, with logo and commemorative mention of the 2009 F1 Singapore race featured on the back-case

Auctioned at the President’s Charity Challenge Luncheon for $35,000!

TAG Heuer Carrera Calibre 16 Day Date Chronograph (Singapore Limited Edition)

(photo credit: puristspro)

If I missed any please let me know!

TAG Heuer Quietly Expands Authorized E-Commerce Initiative

Kyle — Tue, 18 Aug 2009 15:06:17 +0000

TAG Heuer “Authorized E-Tailers” Now Number 8, a 4-fold Increase Since the Program’s Inception

This is “Part 1″ of a 2 Part Series. Today I will give an overview of TAG Heuer’s growing “Authorized E-commerce” program, and then I will share further analysis and insight in a follow up post.

First, the genesis of this discussion. Browsing TAG Heuer’s website a few days ago I noticed a significant increase in its “Authorized E-Tailers” list. Although I would consider it still to be a “pilot program”, TAG Heuer now has EIGHT (8) “Authorized E-Tailers” – quadruple the number it had less than a year ago when it began its e-commerce pilot program with Tourneau and Barmakian Jewelers (as I covered here). Interesting, eh?!

The current lineup of TAG Heuer Authorized E-Tailers

The way that TAG Heuer’s authorized e-commerce program works is that, basically, TAG Heuer allows some of its Authorized Retailers to set up storefronts on a Tag Heuer-hosted website, and each “E-Tailer’s” website is identical except for the swap out of the the name, logo, and contact info. There is also a link to the retailer’s actual website. Now what’s not clear is which of TAG Heuer’s authorize dealers are allowed to participate in the program, but more on that later. Here is an example “authorized” storefront:

While its entire “Authorized E-Commerce” program is an interesting strategy by TAG Heuer, and in fact probably prompted its close rival Raymond Weil to consider online sales (as we uncovered several months ago), I do see a few inconsistencies and oddities with TAG Heuer’s approach.

But, as I am hoping to get a few questions answered and some clarification from TAG Heuer, I will reserve additional comments for a follow-up post.

TAG Heuer Meridiist is Dead On Arrival

Kyle — Wed, 05 Aug 2009 22:22:04 +0000

Would you spend more on a TAG Heuer mobile phone than you would on a TAG Heuer Watch?

Didn’t think so.

Going…….down?

So I am reading an email I received a few weeks ago from Tag Heuer which announced the availability of its new Meridiist mobile phone, and I can’t help but thinking, “This thing is dead on arrival – with capital D-O-A!!!” I mean, when a key selling point for a mobile phone is “Did you know that the MERIDIIST is made of stainless steel and unscratchable sapphire crystal, the same materials which are used on TAG Heuer watches?” (a statement from the aforementioned email I received), and the starting suggested retail price is $4,950 (WOW! This is more than most TAG Heuer watches), how can TAG Heuer ever expect to sell enough phones to justify the enormous amount of money it surely sunk into the development of this device?

It seems to me that TAG Heuer seems to have over-assessed the value of its brand on this one. Their positioning and marketing emphasis is all about the phones design features, with seemingly just a few passing thoughts given to the actual functionality of the device. Imagine – for $5+ grand you could have a phone made from the same materials of lesser priced luxury watches but will do nothing more than a phone you could get for free with a 2-year contract with Verizon Wireless (except maybe you look “cooler”)! Ooh – where do I sign up?

You see, marketing hype can only sell so many overpriced mobile phones (just ask Vertu or Bang & Olufsen, or even Motorola or LG). First In Watches thus predicts: TAG Heuer will (quietly) kill the Meridiist program sometime in 2010. Will time prove us right?

Photo from Luxist.

LVMH 1H’09 Watches Review (TAG, Hublot, Zenith)

Kyle — Wed, 29 Jul 2009 14:12:58 +0000

Challenging Environment for LVMH Watches; Outlook Still Murky as Consumer Demand Remains Uncertain and Retail De-Stocking Continues

LVMH, a world leader in luxury goods, recently reported its results for the first half of 2009. In keeping our savvy readers here at First In Watches informed on all things watches (leading luxury and/or high-end watches, that is), we offer here our quick review and analysis of LVMH’s watch division performance.

As a quick refresher, LVMH is owner of the following watch brands: Tag Heuer, Hublot, and Zenith. It also received very limited watch revenue contribution from its jewelry brands, Dior and Chaumet.

First let’s allow the figures to speak for themselves:

LVMH “Watches and Jewelery” Division Results

Ouch! LVMH attributes the sales decline primarily to destocking across the retail sector – which is not surprising as all retail has experienced this. Softer demand is also a factor – remember, Swiss watch exports were -37% in the 1H, with the U.S. market down 57%. Profit margins are also (and not surprisingly) being crunched. According to Jean-Jacques Guiony, LVMH CFO, this was in part a result of order cancellations. Double ouch!

A closer examination of the figures indicates that some of LVMH’s brands are faring better than others. LVMH reports (and we read between the lines):

Market share gain at TAG Heuer – “successful Aquaracer 500 launch; success of 40th Anniversary Monaco” (read: although our sales are down we are doing better than our competitors)
Good resilience at Hublot – “success of Big Bang line; new manufacture in Nyon” (read: Hublot is faring much better than most in this environment; there are high hopes on Hublot’s new movement coming in 2010 (as JC Biver revealed to us in our Baselworld Interview))
Zenith – refocus on classic lines (read: Zenith has completely lost its way and it’s time to get back to basics)

The outlook for the remainder of 2009 was also very cautious – consumer deman is uncertain, and inventory de-stocking at the retail level is still stabilizing.

If you have any thoughts of your own on LVMH watch brands, feel free to leave a comment.

Black Watches – Bamford & Sons and Black-Out concept Fill a Niche

Kyle — Fri, 17 Jul 2009 03:58:29 +0000

Are these highly customized “all black” watches a fad or here to stay?

_____Black-out concept _________________________________Bamford & Son___

I have seen some news and Internet discussion (see here-PW, here-Selectism, here-Business Montres, here-Hodinkee) over the past couple years about 2 companies operating in “aftermarket” watch customization of a very specific kind – that is, the creation of “all black” watches – so I thought I would take the opportunity to give you a quick run down. Bamford & Sons of Sloan Square in London first offered their all black Rolex Daytona, all black Rolex Submariner, and all black Rolex GMT in 2007, and have since expanded their offering to include an all black Rolex Milgauss, all black Rolex Explorer II, all black Rolex Yacht-Master, and most recently an all black Tag Heuer Monaco. Black Out concept, based in Switzerland, was created in 2007 and showcases a variety of all black watches on their website as well as some pretty sweet looking exotic automobiles, too.

Interestingly, these two companies have quite a different approach to their “all black” watches, which I have compared and contrasted for your here:

	Bamford & Sons	Black-Out concept
Location	England	Switzerland
Watch Source	Carries stock; will not accept a watch you already own	Does not carry stock; you must send in your watch for the customization
Watches Available	Rolex Submariner or Tag Heuer Monaco only	Any watch you own! Examples include Audemars Piguet, Panerai, Hublot, Rolex, and Bell & Ross
Is the “all black” reversible	NO	YES
Approximate Price	Rolex Submariner – GBP 7,500+ Tag Heuer Monaco –GBP 4,495+	Unknown
Delivery time	1 – 1.5 months	1 month
Warranty Available	Yes – 2 years	Yes – 2 years
Distribution	Direct from website	USA, Switzerland, France, Benelux and Asia
Other	Also sells bespoke men’s clothes and accessories	Will black out your Ferrari, Lamborghini, motorcycle and more….even your HOUSE!

Although Bamford & Sons seems a bit more “polished” in their presentation (fancier, more functional website, etc.), I have to give the edge to Black-Out concept for their “edge” and attitude when it comes to an aftermarket all black watch. I also like that the Black-Out concept is reversible (or so the company claims), and you can use a watch from your existing collection (or any watch , really) whereas Bamford is limited to just two selections the Rolex Submariner and the Tag Heuer Monaco. And finally, I like some of Black-out concept’s other work as well, namely this blacked out Ferrari 599 GTB Fiorano

But I digress! As for me, well….the traditional watch enthusiast in me finds many of these “customised” “all black” watches, particularly the Rolexes, to be very unsightly. In many ways it makes the watch look like a cheap counterfeit. But hey, beauty is in the eye of the beholder, right? And if someone wants to “black out” their Rolex Milguass, Submariner, GMT, Deepsea, or Daytona, then by all means go for it! Undoubtedly the demand for these watches is small – which is why the brands do not and are unlikely to ever produce their own – well, some brands do offer “all black” models, but I think the attraction here is actually the whole “aftermarket” concept and being able to mod your luxury watch just because you can!

So, are customized “all black” watches a fad or will they be yesterday’s news before we know it? Feel free to post a comment below and let me know what you think!

ONLY WATCH 2009 – 34 One-of-a-Kind Watches

Kyle — Fri, 19 Jun 2009 16:22:06 +0000

Only Watch is a charity auction of unique watches created by many of the most important watch brands in Switzerland. This exceptional event is held every two years in Monaco during the Monaco Yacht Show and is under the patronage of HSH Prince Albert 11. All the proceeds from Only Watch go to support research into Duchenne Muscular Dystrophy. The next Only Watch auction is organized in close collaboration with Patrizzi & Co and the Monaco Yacht Show, and will take place on 24 September 2009.

Participating brands include Audemars Piguet, Blancpain, BNB Concept, Bovet Fleurier, Breguet Montres, Cartier, Corum Montres, De Bethune, Delacour, Franck Muller, Frédérique Constant, Glashütte Uhrenbertrieb, Hermès, Hublot, Jaquet Droz, Louis Vuitton, Maximilian Büsser & Friends, Mont Blanc, Omega, Patek Philippe, Piaget, Richard Mille, Swatch, Tag Heuer, Tourneau Timepieces, Ulysse Nardin, Urwerk, Vacheron Constantin, Van Cleef & Arpels, Zenith International.

Below is a mosaic of their “pieces uniques” – you can view larger images and a quote from each respective brand about their 2009 “Only Watch” contribution HERE.

Breaking News from JCK: Tag Launches Online Customer Service Platform

Kyle — Fri, 29 May 2009 21:36:20 +0000

Now here’s some news from JCK I am pleasantly surprised to see! Tag Heuer announced today at the JCK Las Vegas Trade Show it is launching a new and comprehensive online customer service website. Available at www.tagheuer.com/customerservice the new customer care website is intended to offer an improved level of customer service to both Tag Heuer’s retail partners and customers. While some of the new web pages seem to be informational in nature (“advice on your timepiece” “glossary” and “how the service process works”), Tag states that there is a password-protected section of the website devoted to communicating with Tag’s Authorized Dealers and customers as to the status of watch repairs. Users can reportedly see the work flow of a service order from the time the piece arrives at Tag Heuer’s Springfield, NJ service center to the time when it is shipped back. Repair estimates can also be viewed/approved online, and even paid for via PayPal.

This new effort by Tag Heuer appears to be the first of its kind, and I applaud Tag Heuer for not only bringing a greater level of transparency to its customer service efforts, but also for leveraging the power of the Internet. While it is clear to me that many brands are still tip-toeing their way around the Internet these days and not entirely sure what/when/where/how to embrace it, Tag Heuer seems to be on the leading edge. You may recall that in late 2008 Tag Heuer was the first major brand to authorize online sales (as we coverge and opined here), and even though their execution in this area is a bit lacking, it is still nice to see one of the best selling brands in the World taking a leadership position when it comes to embracing the power of the Internet both from a commerce and a customer service angle.

This weekend, I’ll be spending some more time clicking around Tag Heuer’s new online Customer Service website to learn more about it. But for now, two thumbs up to Tag Heuer!

Tag Heuer Contest: The Duel, Steve McQueen vs. Lewis Hamilton

Kyle — Thu, 02 Apr 2009 12:18:10 +0000

Watch the film, guess who will win the duel and enter to win prestigious prizes from Tag Heuer ! Contest details and entry link here.