Calibre11
·Last week I was lucky enough to spend an hour with M. Biver. Highlights:
Smartwatch
- Yes, is there a lot of thinking going about about a potential TAG Heuer Smartwatch. We spoke about the origins of the "Smartwatch", from the Swatch Paparazzi series from 2004 to the different models emerging today. Most of what we spoke about was off the record, but TAG Heuer is giving considerable though to which partners are right to work with, how their offering can be distinct from others and- vitally- how to meet the challenge of a disposable Smartwatch vs. a traditional mechanical watch (upgradable components?)
The Future
JCB outlined his vision for future TAG Heuer product. A few highlights:
- Focus will be on distinctive TAG Heuer designs inspired by the design history of TAG Heuer (note, JCB doesn't distinguish between "Heuer" and "TAG Heuer"- to him, it is all TAG Heuer
- Putting the sex appeal back into the designs
- A customer should be able to know instantly that they have a watch with an in-house movement, that is, it must look distinct from other models. Expect a Carrera with a modified Calibre 1887 movement, to be called CH-01. This may have a different dial layout (e.g. 3-6-9) than today's Calibre 1887.
- There is still a place for "Heuer" branded watches- to be used selectively
- Going forward, there will be far more consistency in the range- fewer novelties each year
- Materials: Increased focus on new materials other than steel- both types of materials (e.g. carbon fibre) and alternating materials on a watch
- Rather than having the F1 as an entry level series, it will be placed alongside the others- distinct style between Carrera, Aquaracer and F1, each with a range of price points
Smartwatch
- Yes, is there a lot of thinking going about about a potential TAG Heuer Smartwatch. We spoke about the origins of the "Smartwatch", from the Swatch Paparazzi series from 2004 to the different models emerging today. Most of what we spoke about was off the record, but TAG Heuer is giving considerable though to which partners are right to work with, how their offering can be distinct from others and- vitally- how to meet the challenge of a disposable Smartwatch vs. a traditional mechanical watch (upgradable components?)
The Future
JCB outlined his vision for future TAG Heuer product. A few highlights:
- Focus will be on distinctive TAG Heuer designs inspired by the design history of TAG Heuer (note, JCB doesn't distinguish between "Heuer" and "TAG Heuer"- to him, it is all TAG Heuer
- Putting the sex appeal back into the designs
- A customer should be able to know instantly that they have a watch with an in-house movement, that is, it must look distinct from other models. Expect a Carrera with a modified Calibre 1887 movement, to be called CH-01. This may have a different dial layout (e.g. 3-6-9) than today's Calibre 1887.
- There is still a place for "Heuer" branded watches- to be used selectively
- Going forward, there will be far more consistency in the range- fewer novelties each year
- Materials: Increased focus on new materials other than steel- both types of materials (e.g. carbon fibre) and alternating materials on a watch
- Rather than having the F1 as an entry level series, it will be placed alongside the others- distinct style between Carrera, Aquaracer and F1, each with a range of price points