TAG Heuer’s relaunch of the Autavia has followed an entirely unpredictable path from the start. An early prototype was on show at the Heuer Collectors’ Forum in September, five months before its release. We asked some of the world’s leading Heuer experts for their views on this first glimpse.
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With all that in mind, we thought we would canvass the opinions, reactions and – where relevant – criticisms of four leading Heuer commentators:
Arno Haslinger, one of the first men to see the value in collecting Heuer Autavias in serious number, and whose collection, when it sold at auction at Bonhams in 2010, was widely credited with kick-starting the current boom in vintage Heuer.
Paul Maudsley, Phillips’ International Specialist and Director of watches. A keen fan of motoring, chronographs and motoring chronographs with a focus on the 60s and 70s in particular, Paul has one of the most discerning eyes in the business.
Jonathan Scatchard. Owner of
VintageHeuer.com and a long-established watch dealer, Jonathan has been involved in the world of vintage Heuer collecting for more than 15 years.
David Chalmers, owner of
Calibre11.com, one of the most comprehensive websites and forums dedicated to all things Heuer – including model directories, extensive histories and expert analysis.
On the way the Autavia has been released:
PM: “I believe they are finding new and interesting ways of engaging with the collectors, and this is pleasing, as its the collectors of all watch brands that can best assist with the perception and interest in new watches, elevating there modern collections.”
JS: “A few years ago Tag re-launched the Silverstone with a whimper; no story or history about the watch. The sales team didn’t know much about it, so the retailers were not prepared and the watches (a very good interpretation in my opinion) just sat in windows with no one quite knowing why! This is the complete opposite.”
DC: “From Jean-Claude Biver down, the entire team there has been great in terms of willingness to engage. Most CEOs will avoid discussing future model plans, but Mr Biver was happy to break the news of the Autavia in an interview we did with him back in December. He’s supportive of taking collectors inside the tent and sharing things with them that other brands simply wouldn’t. And that’s something unique that collectors and buyers do value.”
AH: “I feel Tag Heuer does well reinventing their classic model lines, with a bit of a two columns strategy using vintage brand names on classics. But don’t get me wrong, this is not a watch for collectors, hence I don’t really understand what is the benefit of launching it at a collector/dealer meeting.”
On the size:
– The prototype measures 42mm across and 15.6mm thick, although on QP’s wrists wore pretty big for those dimensions – closer to a 44mm watch. The original was a 40mm watch.
JS: “I’m very impressed with the watch, and I think the size is fine. A few purists have grumbled but I think a more fashionable size opens it up to potential new clients which is important.
PM: “I think the size of a watch is not only a personal thing, but that sometimes two watches of the same diameter can actually wear or feel bigger or smaller on. I’ve not had the change to wear one for any considerable time, yet.”
On the design:
AH: “I was instantly impressed by its design. The size looks right, the dial and hands are well matching; the bezel looks prominent but corresponds well to the fine case shape. For me it is not just another recooked classic.”
JS: “Crucially the process has engaged the collecting community, so the integrity of the design has prevailed. But also the price is about ¼ of what you would need to spend on an original as Autavia prices continue to soar.”
DC: “I think the new Autavia gets the balance right between drawing on one of the famous Autavia references, but not producing a straight copy. Brands know that vintage collectors are a critical part of their world – they’re the custodians of the history of the brand. But they typically don’t buy new watches, so it’s pointless making something you think the vintage guys want.
And that’s why the watch has modern touches, like a date and the larger size. If you don’t like these, then you can always buy the vintage model [
as Jonathan points out, for four times the price, and rising -Ed.]. Still, I’d like to see a few changes for the final model…maybe making the bezel a little thinner, or the lugs a little longer.”
PM: “Like many collectors or enthusiasts, when I first saw the prototype watch I wasn’t too sure about the date within the sub dial.”
On what it means for the future:
DC: “Will it impact vintage Autavia values? Probably not, as vintage and new watch markets are very different. But it will drive up awareness of the Autavia and the place it has in TAG Heuer’s history.”
JS: “I expect the watch to be one of the highlights at Basel next year. The publicity the watch generates will of course drive even more interest in originals and publicise once again the rich history Heuer has, which of course in turn will impact on prices and availability.”
AH: “A real asset is the vast and utterly creative portfolio of the vintage Heuer brand TAG can choose from. Jarama, Montreal, Kentucky, Verona, Cortina, Memphis, Modena, Manhattan, Senator, Skipper… all of these are discovery possibillities waiting to happen. TAG Heuer has relaunched a really sharp looking Monza which also surprised me – in a good way – and I am looking forward to seeing some more colourful seventies-style dials in the near future.”
