Morgan Stanley Top 20 Swiss Watch Brands - TAG Heuer is down again

dtf
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Mspeedster Mspeedster
The other aspect that ties into this is repeat business. It's one thing to be that first nice entry level luxury watch, but TAG Heuer needs to keep customers hooked.

I wonder how many young buyers bought their Aquaracer or F1, thinking they've made it. Only to find out later that the watch community at large often views TAG as in this well known "Phases of Watch Collecting" chart.
bannermeme.jpg
TAG Heuer has an image problem that they need to fix. That won't happen if they focus on the $2500-$3000 range as their primary core strategy.

BTW, I know I'll never hit phase 10. While I feel like I've gone through many of these phases, I'm perfectly happy reverting back to phases 1 & 2, before I hit phase 11. 馃榾

I definitely feel like the BB58 is pretty close to phase 10 for me. If I had no watches and wanted one watch, it鈥檚 the BB58.
 
Mspeedster
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dtf dtf
I definitely feel like the BB58 is pretty close to phase 10 for me. If I had no watches and wanted one watch, it鈥檚 the BB58.
I felt that way after I bought my NTTD Seamaster two years ago. Then felt that way again after I bought the 60th Panda, but ended up getting the Team Ikuzawa later that same year. That's how I know I'll never find "the one", there's always gonna be something. 馃槜
But I do envy those who can kick the habit and settle on one.
 
Neagu
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Mspeedster Mspeedster
I wonder how many young buyers bought their Aquaracer or F1, thinking they've made it. Only to find out later that the watch community at large often views TAG as in this well known "Phases of Watch Collecting" chart.
As a young colector with my first TAG Heuer being a vintage F1, i do not think that i made it...
I don't think that the old TAG Heuers can be considered "shitty swiss"... if that would be the case, today's Tissot would be the bottom of the barrel. Swatch was, is and will be the bottom of the barrel.
 
McBeardy
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Mspeedster Mspeedster
I felt that way after I bought my NTTD Seamaster two years ago. Then felt that way again after I bought the 60th Panda, but ended up getting the Team Ikuzawa later that same year. That's how I know I'll never find "the one", there's always gonna be something. 馃槜
But I do envy those who can kick the habit and settle on one.

settle on 3 instead.

the BB58 is pretty much perfect for me (plus with the sentimental element attached) & if needed could be my only one. Although I do hanker for the 3-4 watch collection covering most bases.

if I went back in time when I got into this hobby & had lots of disposable money I鈥檇 have got a 14060m 2 liner and probably be done.
Edited:
 
Mspeedster
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McBeardy McBeardy
settle on 3 instead.

the BB58 is pretty much perfect for me (plus with the sentimental element attached) & if needed could be my only one. Although I do hanker for the 3-4 watch collection covering most bases.

if I went back in time when I got into this Jonnie & had lots of disposable money I鈥檇 have got a 14060m 2 liner and probably be done.
The mythical perfect 3 watch collection is also something I know I'll never achieve. I'm way past that, my collection is too huge to stay at 3.

In addition, if one keeps changing the 3 watches, just means one is selling and buying all the time, never content. My current goal is to just stay content with what I have. Although I know inevitably at some point in the future there will be another addition to the collection.
 
YY77
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Mspeedster Mspeedster
The mythical perfect 3 watch collection is also something I know I'll never achieve. I'm way past that, my collection is too huge to stay at 3.
Me neither (9).

Mspeedster Mspeedster
My current goal is to just stay content with what I have.
Same here

Mspeedster Mspeedster
Although I know inevitably at some point in the future there will be another addition to the collection.
Pretty sure I'm done, at least that is my intent.
 
Ara
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McBeardy McBeardy
settle on 3 instead.

the BB58 is pretty much perfect for me (plus with the sentimental element attached) & if needed could be my only one. Although I do hanker for the 3-4 watch collection covering most bases.

if I went back in time when I got into this hobby & had lots of disposable money I鈥檇 have got a 14060m 2 liner and probably be done.
My plan is to sell a couple pieces and eventually get to 5-6.

Blue Dreamer
Hodinkee Dato
Some white dialed Tudor at some mythical point in the future
Rolex OP green 36mm
Autavia 3646 / 2446c GMT
Nomos-level something
Edited:
 
McBeardy
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Ara Ara
My plan is to sell a couple pieces and eventually get to 5-6.

Blue Dreamer
Hodinkee Dato
Some white dialed Tudor at some mythical point in the future
Rolex OP green 36mm
Autavia 3646 / 2446c GMT
Nomos-level something

that鈥檚 a good and reasonable list.

My core 3 will be along the lines of
Tudor BB58
Omega Speedy 3861 (again) or Green Seamaster
Tudor BB36 light champagne dial

maybe some lower end autos
Seiko 5 & Tag Aquaracer WAN2110

My Beater Seiko Arnie
 
Aquagraph
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Mspeedster Mspeedster
The other aspect that ties into this is repeat business. It's one thing to be that first nice entry level luxury watch, but TAG Heuer needs to keep customers hooked.

I wonder how many young buyers bought their Aquaracer or F1, thinking they've made it. Only to find out later that the watch community at large often views TAG as in this well known "Phases of Watch Collecting" chart.
bannermeme.jpg
TAG Heuer has an image problem that they need to fix. That won't happen if they focus on the $2500-$3000 range as their primary core strategy.

BTW, I know I'll never hit phase 10. While I feel like I've gone through many of these phases, I'm perfectly happy reverting back to phases 1 & 2, before I hit phase 11. 馃榾

Well, in a way you're probably right. You cannot be entry level and not have an image problem - there will always be others looking down on you, simply because you are 'entry level'. But I don't think giving up their 'entry level' status is the answer either, because even if they stopped making quartz tomorrow and dumped everything under 拢3000 it would take years if not decades for people to change their opinions. I can just hear the youtube influencers ripping into them now, 'Oh TAG think they can take on Omega now - hahahaha'.

TAG have been pushing themselves onto the high street like almost no other brand, they clearly want to be aspirational to the man in the street and not just watch nerds. But yeah, they want their cake and eat it don't they. And those skeleton Monacos look so overpriced it's not even funny.
 
Aquagraph
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Like I said before, if they want to improve their standing in the watch community they need to up their quality and make themselves better value for money, that seems to be where their problems really lie.
 
bpsmith
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Whilst they continue to commission Sellita for movements and have the audacity to put their name on them, they will never be seen any different.
 
bpsmith
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To be honest though, whilst I do wish that they would ditch the Calibre 5 for obvious reasons, I am more than happy with where they sit in the perceived Swiss watch pecking order.

I like a lot of what they make, so why would I like them to go upmarket so I can just pay more for the same thing I already like鈥or me, not for what other people perceive?
 
Aquagraph
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Me too. I don't want them to go upmarket, they are already too expensive.
 
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