TAG Heuer Formula 1 Chronograph -- 2025 (Seventh Generation)

McBeardy
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Probably when they figure out that selling 3 watches at £6000 makes more money than selling 5 watches at £3800
Think that goes against their ethos. Good interview I read with their CEO about only charging 3x the cost of manufacturing.

If they start moving upwards without proving a cost increase it will go against them.

They are definitely the numero uno British brand now. Seeing as Bremont Royale fuburd themselves.

I get Tag have the name, maybe entry level nowadays will be their prices.

If Longines market themselves correctly i think they could take this ground. Heritage and modern.

Saying that most younger people I know wear Apple or Tissot PRX.
 
Aquagraph
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I dunno about Longines, I know a lot of 'watch community' people like them, but I don't know what kind of pull they have on the High St. I'm afraid the way to get ahead in the modern world is sponsorship and association. I am sure LVMH aren't spending all that money on F1 for fun, they must think it will create more brand recognition and sales. The only think I (sort of) associate Longines with is Show Jumping and historical F1 sponsorships... I think they sponsored Ferrari maybe? Or Renault back in the 80s?
 
McBeardy
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I dunno about Longines, I know a lot of 'watch community' people like them, but I don't know what kind of pull they have on the High St. I'm afraid the way to get ahead in the modern world is sponsorship and association. I am sure LVMH aren't spending all that money on F1 for fun, they must think it will create more brand recognition and sales. The only think I (sort of) associate Longines with is Show Jumping and historical F1 sponsorships... I think they sponsored Ferrari maybe? Or Renault back in the 80s?
I doubt LMVH bought F1 just for Tag. Yes it’s part of it & fans will be happy with their rose tinted glasses it’s come home.

But as a Fratello article mentioned, think LMVH will use F1 for all their brands, hotels, champagne etc.

Plus did Rolex really put up much of a fight? By all means they could afford it.
 
Aquagraph
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Well that would make total sense, otherwise what the hell is the point of continuing with Red Bull?

I don't think Rolex need it to be honest. They've transcended the need to pay even 50 million. Advertising is for those who need brand recognition. Rolex already have it. Everybody who might conceivably want to buy a Rolex (that can afford one) knows what a Rolex is.
 
Jim Dollares
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1737635495695.webp

This one seems very popular, which surprises me a little bit. There's a lot going on here...
But Red Bull is one of the world's strongest brands so it makes sense. I think this one is a decent Red Bull release, certainly a lot better than the latest quartz ones.
 
Aquagraph
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I'm just proving that I still have my faculties and I can remember important details.
 
abrod520
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Jeff Stein Jeff Stein
With all due respect to a respected collector -- To suggest that LIV and Farer are making watches that compete with TAG Heuer is a complete joke. How many of these brands (or similar microbrands) have you owned over the years? Your friends? How many have you seen in the metal? How's the look and feel and finish? Titanium chronographs from reliable Swiss brands can be priced exactly where TAG Heuer priced these new Formula 1 Chronographs.
I'm not a microbrand fan but there are plenty of opportunities to try on Farers and Zelos etc at Windup fairs, and now that Worn + Wound has a showroom themselves it's rather easy to find out that yes, some of them are nearly as well finished as low-end TAGs - and use the higher-end versions of the 7750 or Sellita ebauches to boot, unlike TAG who use the base version.

Again though my point is not that the micros are as good as TAG because in my opinion they are not. The F1s do legitimately belong at a higher price point than a micro. But not two and a half times higher.

And also again I restate, the other titanium chronographs available at the same price point as the F1 are not 7750s, they are column-wheels and flybacks, all generally finished noticeably better than the F1; and that represents a much stronger value at that price point than a base 7750 or Sellita 510.

The crux of my point is that TAG is pricing some legitimately cool F1s out of competitive range.
 
Aquagraph
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abrod520 abrod520
I'm not a microbrand fan but there are plenty of opportunities to try on Farers and Zelos etc at Windup fairs, and now that Worn + Wound has a showroom themselves it's rather easy to find out that yes, some of them are nearly as well finished as low-end TAGs - and use the higher-end versions of the 7750 or Sellita ebauches to boot, unlike TAG who use the base version.

Again though my point is not that the micros are as good as TAG because in my opinion they are not. The F1s do legitimately belong at a higher price point than a micro. But not two and a half times higher.

And also again I restate, the other titanium chronographs available at the same price point as the F1 are not 7750s, they are column-wheels and flybacks, all generally finished noticeably better than the F1; and that represents a much stronger value at that price point than a base 7750 or Sellita 510.

The crux of my point is that TAG is pricing some legitimately cool F1s out of competitive range.
I think TAG's strategy is that they are offering something different. Yes you can argue that Tudor or Omega is 'better' but I feel like if I go in to an AD having already seen the new C16 F1s (and I'm not already a watch geek and especially if I'm a F1 or Red Bull fan) then I'm not going to be swayed to Tudor or Omega because it has a column wheel. It's like the argument that Aquaracer customers should buy a BB58 because it's 'better'. Mayb it is... but it's too small and it looks old fashioned. I might be swayed to a Zenith, but it's probably too expensive... I think most F1 C16 customers are probably not that 'aware'. It would be interesting to get an AD's take on this actually. In this regard I think TH do behave more like a 'fashion' brand, simply because I think their customers are more interested in aesthetics.
 
abrod520
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I think TAG's strategy is that they are offering something different. Yes you can argue that Tudor or Omega is 'better' but I feel like if I go in to an AD having already seen the new C16 F1s (and I'm not already a watch geek and especially if I'm a F1 or Red Bull fan) then I'm not going to be swayed to Tudor or Omega because it has a column wheel. It's like the argument that Aquaracer customers should buy a BB58 because it's 'better'. Mayb it is... but it's too small and it looks old fashioned. I might be swayed to a Zenith, but it's probably too expensive... I think most F1 C16 customers are probably not that 'aware'. It would be interesting to get an AD's take on this actually. In this regard I think TH do behave more like a 'fashion' brand, simply because I think their customers are more interested in aesthetics.
I think that's definitely true about TAG being more of a fashion brand rather than a full-on watch-nerd one. But we'll see what happens
 
Mspeedster
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abrod520 abrod520
And also again I restate, the other titanium chronographs available at the same price point as the F1 are not 7750s, they are column-wheels and flybacks, all generally finished noticeably better than the F1; and that represents a much stronger value at that price point than a base 7750 or Sellita 510.

The crux of my point is that TAG is pricing some legitimately cool F1s out of competitive range.
The challenge for TAG is they only have Selitta based chronos to slot under their TH-20 for their lower end automatics.

In the Biver era, undercutting the $4100 price of their stainless steel Cal 16 might've happened. But under current leadership, that's not the trend we've been seeing. Each new model release has seen a hike in price.

I think the reason for much of this price backlash is because TAG released their top end F1 first. If TAG had released the 3 hander retro F1 this week at an entry level sub $2k price, then a mid level F1 Chrono at around $3k, then these top end Titaniums, I think the $4700 price wouldn't have caused such sticker shock.

I also believe with LVMH taking over as the sponsor of F1, they wanted a higher-end TAG F1 watch to go with it. Whether or not they can change perception of the F1 as being 'entry level', remains to be seen.
 
Aquagraph
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Perhaps they now envisage the F1 as a more 'modern' styled Chrono where the Carrera is more traditional? Maybe they should introduce a 'new' entry level range with a new name?
 
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