Latest JC Biver Interview

https://journal.hautehorlogerie.org/en/article/tag-heuer-est-toujours-reste-tres-rentable/

Key points:
- Reaffirms focus on watches under CHF 5,000
- Manufacturing facilities are back up at full speed (they slowed considerably when the CH-01 was stopped as the plant at Chevenez need to be restructured)

Nothing new on the Smartwatch.

Next few months should be very interesting- I'm expecting that Basel next year will see several new designs that will show us what this new era will mean in terms of watches

I just hope the essence of Tag Heuer will remain and evolve, not drift way.

JCB seems to want to keep the heritage of TAG Heuer apparent in it's designs. Albeit, in a modern way... If that makes any sense. For example, he likes the idea of technical progress such as the V4 and it's iterations, but in the Monaco range which is a classic TAG Heuer piece.

And it seems that only in the recent past have prices and style gone the way of competing with other brands, whereas I think before that, TAG Heuer had been excelling in an entry level luxury market position.

Another big philosophical trend for JCB, is attracting the younger generation. The lower price points are meant to attract new buyers and a new market. There is this idea of building a new generation of enthusiasts looking to get into luxury timepieces, that they can not only afford, but that they can learn from and get involved with.

But, what do I know. lol...

I think we'll see more designs like the Carrera Heuer-01. I reckon for the last 5 years I've been hoping for a high end, very technical Aquaracer. We've seen a modern Monaco (24), a modern Carrera (Heuer-01)- why not the Aquaracer?