A Tale of Two Re-editions

D.C

I've been thinking for a while about two TAG Heuer re-editions and way that they're viewed by collectors

1. 1997 Heuer Carrera Re-edition

Price (1997): GBP 1,495
Price Today: Approx. GBP 1,300 (~87% of original)

2. 2004 TAG Heuer Autavia

Price (2003): GBP 2,400
Price Today: Approx. GBP 1,900 (~80% of original price)

Basically, the two watches are worth now about the same percentage of their original value..but they've got there different ways.

At Launch the Carrera was seen as a master-stroke. It was a perfect replica of the original Carrera and was so popular that it spawned the release of the Carrera as a mainstream model. The purists loved it.

The Autavia was very different- it had a TAG Heuer logo and was a modern interpretation of the Autavia rather than a perfect copy- it was not well received at launch and phased out after only a couple of years. The purists were not impressed.

And yet, I'd argue that today the Autavia is the more sought of the two and has better prospects for the future, and I think that is because it is not a straight copy of the past but instead has its own individual identity.

gophishin

Interesting discussion, and these always have me torn or conflicted because in a lot of ways the re-edition makes sense. A first execution 2447 is at the top of my hunting list, and my personal grail, and I think the CS3111 does a great job of reincarnating it, BUT knowing that originals are out there, I don't think I could buy one. I would say the same would go for any watch, provided the original version was not astronomically priced today. Slightly off topic, but I will say the Omega Seamaster 300 master co-axial does a pretty damn good job of it though.

sjbr101

The Autavia was a fantastic re-edition, I am asked almost constantly if I can source one for keen customers. However one re-edition that should be avoided IMO is the Monaco CW2111, this early 00's attempt at a re-editon of the Monaco is one of the most returned pieces (After any calibre S) in store. The polycarbonate screen marked with the slightest touch, the pushers fell off and the case was as waterproof as toast ! Thankfully this was sorted out when the change to CAW reference came about.

D.C

Surprised to hear this. I had the CS2110 (basically the same watch) and wore it daily for almost 3 years without an issue.

Agree about the plexiglass though- my ~2003 McQueen Monaco has a really badly scuffed crystal

D.C

Never tried that...I also hear that Toothpaste works!

D.C

Which brings me to another "problem" TAG Heuer had with re-editions- they listened too much to vintage collectors.

In 2009 the CEO asked collectors which watch they wanted to see as a re-edition and the answer was the Silverstone. How many of those vintage lovers bought a Silverstone re-edition? I'd bet less than a dozen. The Silverstone was sadly a sales flop. If you make a re-edition watch for vintage collectors you are making a big mistake, because no matter how good the movement or the case is, it will never been seen as being better than the original.

I read this comment all the time about the Monaco and Carrera and it's a totally legitimate view/ opinion- which is why TAG Heuer shouldn't worry too much about this market when they launch a new watch. The re-editions are made for a different market than vintage, perhaps the buyer who likes the look of vintage but couldn't be bothered hunting down an original. Again, one type of buyer isn't better than the other, they're just different.