12/14/2023 0 Comments Tag heuer sale![]() Building on a heritage of innovation that stretches back to 1860, TAG has developed collections of spectacular watches that support active lifestyles. All while increasing their prices pretty significantly, mind you.When it comes to famed Swiss watches, there aren't many more iconic makers than TAG Heuer. Not brands that have gone from motorsport to ‘entry-level’ luxury to ‘luxury’ smartwatches over the past 40 years. ![]() Because it is clear for anyone to see that it is only brands with decades-old, established and distinct reputations that are exhibiting strong growth today. If TAG Heuer is to succeed in today’s market, it needs a serious rebrand. And on top of that, lost market share to other brands. Instead of rallying back with new, innovative models, they have taken the smartwatch/limited edition route. Thus, TAG Heuer’s performance has been mediocre in my opinion, but outside of a miracle, you shouldn’t have expected anything more. So it's no wonder it has been positioned to compete with brands such as Tissot. TAG Heuer is the ‘grunt’ of the group in terms of prestige as a traditional ‘entry-level’ luxury brand. Especially in the face of brands such as Hublot, Zenith, Chaumet, and Bulgari, that are all several levels above TAG Heuer when it comes to luxury. When thinking of the portfolio of watch brands that LVMH owns, it might make sense to designate TAG Heuer as the resident smartwatch maker. Being part of a group like LVMH, he still has a Stéphane Bianchi to report to, who oversees the group’s watches division, and his father, of course. Practically speaking, it’s hard to say how much influence Frédéric Arnault really has over the strategic decisions the company makes. However, I don’t expect to be seeing standout financial performance from the brand either. While I hate to see a brand like TAG Heuer reduced to making smartwatches, I understand the strategic necessity. Which is likely why homages were out of the question – I mean who really wants to see the Heuer Kentucky get revived? So, in that lens, it seems that smartwatches were the best path forward, and perhaps the only way to keep TAG Heuer going in such a competitive market. Unfortunately for TAG, unlike a brand like Omega that can be anchored by models like the Omega Speedmaster and Seamaster, TAG Heuer’s modern Carrera, Monaco, and the like, never seemed to have caught on to the same extent. I get it, it’s hard to take a chance on a new watch model when millions of dollars are on the line, but that’s why so many brands stick to producing homages these days. ![]() Heuer has gone from the motorsport king up until the 1990s, to making sturdy and attractive sports watches in the 1990s and early 2000s, to now turning its focus to smartwatches and limited-edition releases. Including new releases at Watches & Wonders this year, however, I’d say the overall face of the brand is changing. ![]() Now, TAG Heuer does, of course, still have models like the Carrera, Monaco, and Aquaracer, that keep it anchored to its roots. In other words, I can’t imagine anyone pulling up with a modern TAG Heuer at a watch meet. This may prove to be financially successful, or at least keep TAG Heuer afloat, but from my purist perspective it is definitely diluting a brand that was already struggling to get respect in horological circles. And it is certainly preferred over the path TAG Heuer seems to be going down, which is getting away from pure horology and focusing more on smartwatches. While pumping out homages may not be the favourite strategy of watch lovers, it is tried and true. Or they can turn towards something new like smartwatches and try to compete with the likes of Apple. Generally, watch brands today that are looking to reposition themselves have two choices: they can either focus on their heritage and hone in on their true watchmaking prowess – something like Zodiac is doing with their new releases based on vintage hits like the Zodiac Super Sea Wolf. ![]()
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