Mspeedster
·Interesting video. It’s cool to investigate how seemingly unrelated real world events appear to influence product sales.
This graph was interesting, linked to how the racing boosted sales.
If you take that at face value, the 2021/22 season starts and sales drop, but overall had absolutely no affect on the market as it ended where it started, albeit with a blip each way in between. Arguably the end of the season could be said to boost sales.
2022/23 season is interesting as both the start of the season and Max signing a new contract saw sales plummet. Max is champion and it drops further, until season ends when it shoots up again.
2023/24 season starts and sales drop again, rise and then even out again. End of season data obviously not ready yet.
I don’t really see much correlation other than sales drop when the season starts and rise after it’s over. Seems to be the opposite of what the Max affect should be?
Now this is totally dependent on what was happening in the world outside of F1, plus when new models are released. Monaco’s in this case I assume.
Any thoughts?
But I believe what the video is trying to imply is that Monaco pricing is way up, the Monaco Index showing a 20.8% increase compared to the overall TAG Heuer Index at 6% over the last 3 years. The theory being that Max's popularity (and he's always wearing a Monaco) has enabled TAG to price up the Monaco line.
Moreover, while TAG lagged behind the industry over the last 3 years, TAG has beaten the Market index over the last year. The theory again (according to the video) is that the Monaco's increase has propelled the entire TH Index over the Market.
Monaco price index vs TH overall
![Monaco price.jpg Monaco price.jpg](https://tagheuerforums.com/data/attachments/1665/1665757-b483ed9a6b04e864e5b51c8360c1c8b1.jpg?hash=tIPtmmsE6G)
TH vs the Industry over the last year
![TAG over past year.jpg TAG over past year.jpg](https://tagheuerforums.com/data/attachments/1665/1665758-bdf0e8c68ae55f7de1e94d4aba3a98c7.jpg?hash=vfDoxorlX3)