So picture the scene, you manage to step into a lift with Frederic Arnault and you have time to ask him just one question before he disappears..... what you gonna ask?

 

Why are you intent on trashing a good brand?

 

I was thinking of something a little less confrontational, like when are you going to re-edition the SEL.

 

I guess I'm more to the point.
Reading that interview with Hodinkee he sounds like it's his way or the highway.
Comes across as a know all.

 

When will TAG Heuer going to sponsor and be the OFFICIAL TIMEKEEPER of the 24H of Le Mans? Le Mans & SMQ is already a big TAG Heuer cult with alot of following. TH already is the official Timekeeper of the two other TRIPLE CROWN of MOTORSPORTS (Formula1 Monaco Grand Prix & Indianapolis 500) So when will TAG Heuer complete the TRIPLE CROWN?

 

Don't mention SMQ to him Mate...
He obviously don't care much for that part of History. As he said in the interview.

 

“Did you enjoy the intensive media training your father subjected you to?”

 

He needs to brush up with history lessons As far as I know, SMQ remains to be the “King of Cool” icon

 

To be fair, I don't know how you would go about undoing the various muddled messes that have been made over the last 35 years... people always moan that they are always changing things, that they should look at other brands who have gradually changed over the years but kept the DNA etc.... and while I'm sure all the previous CEOs would probably agree with you, no one wants to address how you go about 'restoring' the brand to how it used to be. Or even if it's financially viable to do so. All I'm saying is, I'm not saying Frederic is perfect, but his first priority is to make money and then it's a case of looking forward a few years to when he leaves and probably takes over as head of something else or LVMH itself. Which means that in a few years time we'll probably have another CEO and another wave of new ideas. These companies that carry on their traditions, pretty sure their CEOs don't change every five years...

 

And when they do need a new CEO, they promote someone who has been with the brand for a long time rather than just installing the parent company boss's fresh-out-of-business-school son

 

Wasn't Jack Heuer like 25 years old, fresh out of school with no experience when he was hired only because he was the son of the owner?

 

And first thing he did by the way was to start changing things, adding new models, ruining what at that point was the heritage of Heuer? Imagine the anger among loyal customers and employees in that company during those times. "A blue squared watch that nobody wants, that dont sell at all, what is this guy thinking? He obviously only got the job cause he is the son of the owner "

 

Ouch!

 

Damn you young Jack, you know very well that 32mm moonphase watches with enamel dials are what the people want! Not these new fangled chronometers...

 

28 and out of the military but yes, it's a solid point. He wasn't a rich kid playing with a toy though - he needed to find success in order to keep the company going. If Arnault messes up daddy will just place him at Hublot but TAG will continue.

 

Did he also wear impossibly white trainers?

 

Added to my response, you may not 'like' it as much

 

maybe having the company led by someone from the target demographic makes sense? Traditionally TAG are a gateway watch

 

I got the same impression when I read this NY Times interview:
https://www.nytimes.com/2021/10/26/style/frederic-arnault-tag-heuer-lvmh-succession.html

 

That's the problem, do you really think kids like Frederic Arnault are buying TAGs? Or save up to buy... well, anything really?