TAG Heuer move to focus on lower-priced luxury watches
Discussion
As reported in A Blog to Watch, TAG Heuer will move to focus on 'entry level luxury' watches. It was reported as being an attempt to regain the popularity TAG enjoyed during the 1990s.
It's also going to put even more emphasis on its sponsorship of 'brand ambassadors' who are sportspeople, such as Ronaldo. So now you know where your money's going
As TAG moves down in price, Christopher Ward moves up. Maybe they will meet in the middle
It's also going to put even more emphasis on its sponsorship of 'brand ambassadors' who are sportspeople, such as Ronaldo. So now you know where your money's going
As TAG moves down in price, Christopher Ward moves up. Maybe they will meet in the middle
Edited by SVS on Monday 8th September 10:05
Some of us would consider an expensive Seiko to be better than TAG. I doubt many TAG divers could match the quality of a Seiko Marine Master, for example.
That's before getting into whether Grand Seiko is better than Omega
That's before getting into whether Grand Seiko is better than Omega
Seems to be admission that they can't move upmarket as they have clearly tried to with all their price increases. I simply can't understand the price of some of the Tags now!
Anyway, they have the likes of Zenith etc under their roof - so why even try?
This could very much be a return to form for them! I still have 2 x 90s F1 Chronographs, which were the watch of my youth!
Good luck to them, I say - Would be nice to have some more choice in the mid-level bracket and this may rebuild their reputation as people won't expect so much of them when they're not trying to keep up with the likes of Rolex and Omega.
Anyway, they have the likes of Zenith etc under their roof - so why even try?
This could very much be a return to form for them! I still have 2 x 90s F1 Chronographs, which were the watch of my youth!
Good luck to them, I say - Would be nice to have some more choice in the mid-level bracket and this may rebuild their reputation as people won't expect so much of them when they're not trying to keep up with the likes of Rolex and Omega.
dom9 said:
This could very much be a return to form for them! I still have 2 x 90s F1 Chronographs, which were the watch of my youth!
Yes, let's hope it is a return to form at last! Those early F1 watches were great: avant guard style and colours, without being over-styled like some of TAG's recent versions of its F1 (Grande Date Chronograph, anyone?). The 80s and 90s F1 watches seemed to have quite a cult following.dom9 said:
Anyway, they have the likes of Zenith etc under their roof - so why even try?
This ^^Much like the Swatch group, LMVH will 'tier' their brands rather them all trying to steal sales from other other, like Richmont seem to try and do!
TAG is entry, Zenith is premium; think Hamilton -> Omega -> Breguet for the Swatch group.
I agree with Yeti that LVMH is tiering its brands. What's interesting about this is that LVMH, unlike most other companies, chose to avoid this until now. LVMH was known for letting the managers of each brand get on without central interference (something considered highly unusual, given the risk this runs for brands cannibalising each other's sales).
LVMH had taken this approach because it empowered its staff to be creative, which it considered more important in luxury goods than the risk of cannibalising sales.
In short, this is a big change in LVMH's organisational culture and management approach.
LVMH had taken this approach because it empowered its staff to be creative, which it considered more important in luxury goods than the risk of cannibalising sales.
In short, this is a big change in LVMH's organisational culture and management approach.
Edited by SVS on Monday 8th September 16:48
SVS said:
In short, this is a big change in LVMH's organisational culture and management approach.
Indeed; but giing for the Swatch angle rather than Richemont. If they're 'tiering' them, expect some aquisitions... although there isn't much independent well-known stuff left to buy! Riolex and Patek certainly aren;t going to be bought out!Chopard for the top tier? I do hope not, the family won't let it happen.
The potential problem with this as a "return to form" is that their '90s form was to build well made watches with good movements at sensible prices. The ETA 955 series was their standard - fully repairable, well finished for a production line movement, and plenty of parts availability.
Any move downmarket now is unlikely to use anything like that - see the throwaway crud that Tissot fit for examples (movements rivetted together so repair simply isn't possible
)
Any move downmarket now is unlikely to use anything like that - see the throwaway crud that Tissot fit for examples (movements rivetted together so repair simply isn't possible
)michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........
TAG isn't alone. IWC's CEO Georges Kern said as much.Many watch companies are largely marketing machines. They peddle lifestyle stories, using astronomical advertising budgets, celebrity 'brand ambassadors', sponsoring sports like the Olympics and Formula 1. Plus consumers equate high price with high quality.
SVS said:
michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........
TAG isn't alone. IWC's CEO Georges Kern said as much.Many watch companies are largely marketing machines. They peddle lifestyle stories, using astronomical advertising budgets, celebrity 'brand ambassadors', sponsoring sports like the Olympics and Formula 1. Plus consumers equate high price with high quality.
michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........looks like LVMH have realised that the Lemmings who buy them have finally heard the penny drop......they are vastly overpriced
Can I ask, what exactly is dishonest about them? epom said:
michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........looks like LVMH have realised that the Lemmings who buy them have finally heard the penny drop......they are vastly overpriced
Can I ask, what exactly is dishonest about them? 
M.
michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........looks like LVMH have realised that the Lemmings who buy them have finally heard the penny drop......they are vastly overpriced
I own one TAG which I bought new in 1992. In terms of reliability and durability it knocks all my other watches into a cocked hat.epom said:
Can I ask, what exactly is dishonest about them?
Correct me if I am wrong but did Tag put part of a Seiko movement in their watches and this really upset people at the time. If it says Swiss the last thing you would expect is a Japanese movement inside your expensive 'Swiss' watch.Eleven said:
michael gould said:
TAG make dishonest watches and try and sell them at mind blowingly expensive prices .........looks like LVMH have realised that the Lemmings who buy them have finally heard the penny drop......they are vastly overpriced
I own one TAG which I bought new in 1992. In terms of reliability and durability it knocks all my other watches into a cocked hat.Edited by michael gould on Tuesday 9th September 15:20
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