New Autavia Flyback

Albert-AMG

After several days of seeing the design of these new Autavia Flyback... I feel sorry for the new CEO of TAG Heuer, but this is another decision that I do not agree: I like the previous Autavia Heuer 02 CBE2110, CBE2111 much more... but much much more than this new Autavia Flyback! As @kappa_md says, before that version with the silver dial, I'll stick with the CBE2111 JH85, of course!

And before the version with a black dial, I prefer the CBE2110, both with a brown and a black strap (I would have both straps 😉)…

And if I wanted a version with a black case, then there is the BAMFORD version:

Sorry but while the CBE2110 will always be very high on my wishlist, the new Autavia Flyback is so far behind that I would never buy it. So I don't share the decision to withdraw those CBE21XX from the brand's range. They should have a permanent heritage range (not just limited editions) made up of the Monaco Calibre 11, the Autavia CBE21XX, the Carrera glassbox, the Monza CR2080... they are timeless watches and magnificent designs that deserve to be in the range permanently, also for a reason of image, tradition, and prestige. Rolex and Omega have had models in their range with the same design for many years, and if we look at the sales and turnover rankings, they are doing better than TAG Heuer applying that philosophy.

Aquagraph

It's all very well saying there should be a permanent range, but they obviously aren't selling any more given that they've now been in BV for months at a discount.

Yago

You can’t expect high volume sales of a watch people don’t know. In retrospect it was a silly business decision by Biver. The Autavia had been forgotten for decades. I’m not counting the early 2000 LE’s of the OB and Siffert as these were collector’s editions. The sales statistics tell enough. TH sell 400k watches at an average retail of just over 2k. That’s a lot of F1s and ARs and a lot less Carreras and Monacos. It makes no sense to have a chronograph competitor to the Carrera or even the Monaco in the +5k bracket that’s already considered premium in the range. No matter what enthusiasts think or would want. People know the Carrera and the Monaco, not the Autavia.
The fact that Omega sell 500k watches at 5k average is thanks to decades of consistent brand building of the Speedy and the Seamaster.

Aquagraph

It's all very well saying there should be a permanent range, but they obviously aren't selling any more given that they've now been in BV for months at a discount.

Yago

You can’t expect high volume sales of a watch people don’t know. In retrospect it was a silly business decision by Biver. The Autavia had been forgotten for decades. I’m not counting the early 2000 LE’s of the OB and Siffert as these were collector’s editions. The sales statistics tell enough. TH sell 400k watches at an average retail of just over 2k. That’s a lot of F1s and ARs and a lot less Carreras and Monacos. It makes no sense to have a chronograph competitor to the Carrera or even the Monaco in the +5k bracket that’s already considered premium in the range. No matter what enthusiasts think or would want. People know the Carrera and the Monaco, not the Autavia.
The fact that Omega sell 500k watches at 5k average is thanks to decades of consistent brand building of the Speedy and the Seamaster.

Mspeedster

I wonder if TAG had made a reissue that was closer to the original Rindt if the Heritage Autavia would've sold better?

Mspeedster

I wonder if TAG had made a reissue that was closer to the original Rindt if the Heritage Autavia would've sold better?

This is what I voted for in the Autavia Cup.


This is what we got. Close, but not close enough for me to have purchased one (yet). If it had the proportions of the original above, I would've bought it without hesitation.


Now we've got these new Autavia Flybacks that are even more expensive and subjectively not better looking to me. So I can't see them being a strong seller either, but who knows, maybe Federic will prove us wrong? Or not... 😗

Aquagraph

Like, what were they thinking, those look NOTHING like each other.

Yago

😁
they actually don’t. Head on it’s sorta ok although the bezel is too wide and the diameter is 42 iso original 38mm. The profile is also very different.

imagwai

Maybe, maybe not. TAG obviously wanted some mainstream success with the watch but I think they may have shot themselves in the foot, given it was enthusiasts that voted. All I know is that I would definitely have bought one if the size and proportions of the original had been kept intact.

Aquagraph

So many questions we could ask if we had someone to ask who could actually answer... although I'm guessing we can probably work out most of the answers ourselves.

Jim Dollares

In my humble opinion I would like to mention that I have the correct answers to everything you could ever possibly need to know. Send me a dm for personal guidance on how to live a fulfilling life without any doubt and unanswered questions.

dtf

Does the guidance involve silver dials?

dtf

Does the guidance involve silver dials?

Aquagraph

It would be interesting to know how many Autavias were sold to nerds, and how many were sold to people who liked the look but who would have balked if it was 'too small'...

Mspeedster

It's an interesting question, really what you're asking is which route would sell more. Looking at how some other brands' vintage reissues (which replicate their original's size) sell out easily and in larger numbers, my feeling is they should cater to the nerds.

It's been said many times before, but if TAG were to create a manual wind version of the H02, the movement would be slimmed down to where the original vintage watch proportions could be emulated. Most of the watches in the 60s were manual wind, so it would be the right thing to do for us "nerds".