2020 TAG Heuer Formula 1 Heuer 02 Fragment Design by Fujiwara (CAZ201A) - Hiroshi strikes again!

Mspeedster

-- From OTD--
Offering the Fragment Formula 1 Limited Edition, with its Heuer 02 movement, certainly sends the message that the Formula 1 is no longer the “entry level” watch for high school graduations and people buying their first “real watch”. With the introduction of the Fragment Formula 1, the collection now covers the entire range from “accessible” luxury to “aspirational” luxury. This is a watch for enthusiasts.
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This is no tweaking of TAG Heuer’s current models of Autavia or Formula 1 chronograph. This is not an update or a refresh of either model line. Rather, it is as if Fujiwara has pressed the key, “Return to Default Settings”, and in an instant the Formula 1 chronograph that had been evolving over the last three decades was transformed into the ultimate racing watch of the 1970s.
--
To those who will lament the fact that this new Fragment creation is marked “Formula 1” rather than “Autavia”, we can say, “The king is dead; long live the king.” The Formula 1 collection is TAG Heuer’s pure play in racing chronographs, and with the pedigree of the “Viceroy” Autavia and the superb quality of the Heuer 02 movement, the Fragment Formula 1 chronograph wears the crown well.
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OTD/Jeff Stein does his best to explain (spin?) the logic of TAG Heuer's product placement. But I highly doubt the majority of the buying public will see it this way. You can not simply press a "Return to Default Settings" and undo decades of market perception. It's like if Honda decided that their Civic line would no longer be entry level and would include a high-end Civic luxury-performance model priced north of $80K. Would I pay $80K for a Civic just because Honda tells me it's no longer entry level? Nope.

El Matarife

But what if Honda put an F1 engine in it and a red sapphire rear window?!

kappa_md

BTW their Civic Type R is a true beast in the track 😲 (FWD cars)

Pitfitter446

Shame about the boy racer looks though.

Mspeedster

I think if this watch was priced right around $5000 USD (£4000), it would still be very expensive for an F1, but a little more acceptable for me. Since the standard heritage Autavia starts at about $5300. Or if TH had decided to brand it an Autavia, then its price sitting atop the Autavia line might have been easier to accept as well.

Remo

The quality of the watch and movement seems to be at eyelevel with the modern Heritage Autavias. The design of the bracelet is new. The colored sapphire is new. The design as a whole is more or less unprecedented. And of course the Fragment branding must be a very substancial share of the price. From my view it's high but adequate.

Aquagraph

It would be interesting to know how this collaboration works money wise..

El Matarife

But what if Honda put an F1 engine in it and a red sapphire rear window?!

kappa_md

BTW their Civic Type R is a true beast in the track 😲 (FWD cars)

Aquagraph

If they had branded it an Autavia, wouldn't people have been calling them out because it's clearly an F1 case?

Mr_Orange

Stop trying to pigeon-hole it and just accept it for what it is.

abrod520

This looks like a Connected watchface rather than an actual watch.

abrod520

This looks like a Connected watchface rather than an actual watch.

Albert-AMG

😉