This obviously is a play towards expanding brand awareness towards millennials and hipsters. Like all the opinions posted so far, I wonder how much this new direction is detracting and potentially losing the appeal of original fans.
JCB keeps saying TAG Heuer needs to be Avant-Garde. I think they are taking the experimental & controversial approach a bit too far, while we are all hoping for modern, forward-loking, state-of-the-art, and rest of the other traits that will continue to make the brand innovative and a model for others to follow.
Avant-garde synonyms: innovative, original, experimental, left-field, inventive, ahead of the times, cutting/leading/bleeding edge, new, modern, innovatory, advanced, forward-looking,state-of-the-art, trend-setting, pioneering, progressive, Bohemian, groundbreaking, trailblazing, revolutionary