The “TAG” in TAG Heuer

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No. But they could make neovintage Heuer a “brand within a brand” - a bit like what Chopard is doing with L.U.C. or Rolex has done a for long time with the Cellinis. Is that (or has that ever been) a winning strategy? No idea…
 
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It doesn't address the divisiveness of the separation though does it? Isn't LUC a sort of Lexus to Chopard's Toyota? That's the problem, it elevates Heuer by denigrating TAG Heuer. Because there's no way it will not be seen that way. Even if the watches are the same prices...
 
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I’m not sure whether that’s necessarily true/an issue when the target audiences are different enough 👎

If I like Chopard as a Maison (rather than primarily as a brand), but don’t have the 15k lying around to go full manufacture movement (and that’s not even considering Ferdinand Berthold…), I’m bound to stick to their Sellita-powered (Mille Miglia) “core” offerings anyway - IMHO with no hard feelings since the gap is pretty wide.

If the “Heuer” Carreras continued to only use the H02 and started at +7k while the modern TH Carreras used 7750/7753, would the situation be that different? Or rather: Would it have been that different until the arrival of the Modern Glassboxes 😕

PS: I realize that you have to leave the Monaco aside for that reasoning to work since the left-hand crown creates a unique constraint.
 
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I wonder if TAG would argue that only using the H02 in the Heuer branded Carreras it wouldn't have been worth the R&D costs?
 
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But in principle yes. I don't mind having Calibre 16 in my Carrera, at least the date will be centred and I prefer the 6, 9, 12 layout anyway.
 
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Feels like a pretty dumb idea to make TAG Heuer the inferior sub brand with cheaper and inferior tech.
 
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True, surely vintage enthusiasts would prefer old movements...
 
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True, surely vintage enthusiasts would prefer old movements...
I just wish TAG was a little bit more like Hublot, it would make things so much easier for everyone
 
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Yes, but while everyone else was gleefully rubbing their hands at the thought of being able to fire all the creative designers and save a bunch of cash TAG were reaching for the paracetamol and wondering how they could navigate the whole TAG Heuer / Heuer nonsense all over again... cue endless internet geniuses claiming they should never have changed the name and/or an equal number of geniuses saying it's good because it tells them which watches are good and which are bad. I mean some of these people can't even grasp that the watches come from the same factory it seems.

If there is one reason why it seems like the change was bad it's that it gave the watch community a way to lazily differentiate between good Heuers and bad TAG Heuers. No other watch manufacturer has this unique problem to contend with.
I had to google "paracetamol" to see what the heck that was. :0
 
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I just wish TAG was a little bit more like Hublot, it would make things so much easier for everyone

😁
 
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Biver was spot on. It was so arrogant of Mansour Ojjeh to slap his company name in front of Heuer!

I laughed when he said "It's like if I bought Ferrari and changed the name to BIVER Ferrari".
This thread is bringing back my old memories from the '80s. I now recall thinking (at the time) how absurd it was for Techniques d'Advant Garde (TAG) to basically take credit for the Porsche engine used in the McLaren MP4/2s, as the engine was called the TAG Turbo. The team was even known back then as TAG Turbo McLaren. But all TAG really did was commission & fund Porsche to design the engine for them. That Mansour Ojjeh guy had the audacity to slap his TAG name on everything! 🤦 😡
This conundrum is all his fault!:whipped:
 
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Isn’t that how most teams worked? Those bank rolling the team got their name first?
 
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What would have happened to Heuer if TAG had not purchased them?
Edited:
 
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Isn’t that how most teams worked? Those bank rolling the team got their name first?
Yes, that's the norm. But I was really talking about the engine, not the team name. The engine was a Porsche, not a TAG.
 
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Yes, that's the norm. But I was really talking about the engine, not the team name. The engine was a Porsche, not a TAG.
They must have had an agreement up front as there’s no way Porsche would have given up the name that easily.
 
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What would have happened to Heuer if TAG g he ad not purchased them?
They would've remained Heuer.

Whatever their alternate future might've been is moot. My point still stands, the conundrum is his fault.
 
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They would've remained Heuer.

Whatever their alternate future might've been is moot. My point still stands, the conundrum is his fault.
If they had survived that is.

I agree, that alternate future is moot, as is any such naming conundrum. Heuer became TAG Heuer. Simple really.
 
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If it was that simple, this topic wouldn't have come up over & over & over. As it has for the last 10 years and will surely continue again & again & again.
 
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It only keeps coming up as people don’t accept its TAG Heuer and are living in the past with Heuer.
 
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People seem to have this view that Heuer is better.