If I was in charge, I would focus on these aspects:
1. Design
This has been the brand's strong suit for many decades, but it has been a hit and miss, under the Guy Bove. I don't know if the issue is with the deputies, or a constraint to reuse existing parts to save costs, but this is a key area where they can raise the bar.
2. Quality
Encompasses manufacturing, materials, durability, and reliability.
3. Brand Perception
Prestige, desirability, and turning detractors (haters) into fans.
4. Heritage
Omega fully embraces their heritage. Yet, TAG Heuer seems to be running away from Heuer. Omega are faithful to their past and are constantly finding new ways to give collectors what they crave. Omega's reissues are faithful in terms of design, with improved quality, movements, materials and manufacturing precision. Collectors already pay the a huge premium for heritage models, so the expectations shouldn't involve compromises. Why can't TH take a page out of this playbook?
5. R&D
Here's where the Avant-garde part of 'TAG' should shine. The brand should lean into this aspect and make TH branded offerings truly revolutionary. This can can be in new state-of-the art designs, new functions, and things that push the envelope.
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