The TAG Heuer Enthusiast blog.

Chrisred71

Hello Jim

The TH-31 was specifically designed by AMT for Tag Heuer. It's not shared with any other brands.

I know TH-31 is made by a subsidiary of Sellita, but
it's like the work ETA is doing for Longines, they manufacture bespoke movements for them, not used by/shared with any other brands.

So despite being created by ETA, said movements presents in the Zulu Time and the recent Spirit Flyback can be considered Manufacture designs.

TH-30 is based on designs created by Kenissi for Tudor, designs since then shared with many brands, Norqain, Breitling and Fortis just to name a few.

Jim Dollares

Thanks for clarifying. I still find this whole thing to be a classic good ol' Swiss mega scam. TAG Heuer buying a movement from a third party and calling it "in-house" on the product specification just because it is only sold to TAG Heuer is insanely misleading in my opinion. It will be interesting in the future when or if Sellita sells this movement architecture to other brands, is it still manufacture then 😜 I imagine that the deal between TAG and them aint infinite and that in 3-5 years they will sell this movement to other brands too. Also, I wonder how much is actually really unique and one could suspect that Sellita (AMT) has plenty of other calibers with very similar architecture sold under other names to other brands? Or is there proof of the TH31 actually being designed and built from scratch, made completely different from all other movements AMT produce, just for the sake of making it unique and different? 🙄 Which also feels kind of ridiculous and inefficient when I think about it.

IIRC when TAG launched the TH30 they also talked about that one being "developed in partnership with Kenissi and made exclusively for TAG Heuer".

Anyway, I just think it hurts TAG Heuer when they use false marketing and intentionally mislead their customers. I think that will come back and bite them in the ass. I am sure everyone respects the capacity and features of the movement and that would be plenty enough, why do they need to add the lie that the movement was made in TAG's house. I mean, I know why, fashion lifestyle tabloids like hodinke has made new fans believe that a movement has to be in-house to be good. TAG feels they need to put those magic words on their spec sheet for consumers to think the movement is good...

Jim Dollares

Thanks for clarifying. I still find this whole thing to be a classic good ol' Swiss mega scam. TAG Heuer buying a movement from a third party and calling it "in-house" on the product specification just because it is only sold to TAG Heuer is insanely misleading in my opinion. It will be interesting in the future when or if Sellita sells this movement architecture to other brands, is it still manufacture then 😜 I imagine that the deal between TAG and them aint infinite and that in 3-5 years they will sell this movement to other brands too. Also, I wonder how much is actually really unique and one could suspect that Sellita (AMT) has plenty of other calibers with very similar architecture sold under other names to other brands? Or is there proof of the TH31 actually being designed and built from scratch, made completely different from all other movements AMT produce, just for the sake of making it unique and different? 🙄 Which also feels kind of ridiculous and inefficient when I think about it.

IIRC when TAG launched the TH30 they also talked about that one being "developed in partnership with Kenissi and made exclusively for TAG Heuer".

Anyway, I just think it hurts TAG Heuer when they use false marketing and intentionally mislead their customers. I think that will come back and bite them in the ass. I am sure everyone respects the capacity and features of the movement and that would be plenty enough, why do they need to add the lie that the movement was made in TAG's house. I mean, I know why, fashion lifestyle tabloids like hodinke has made new fans believe that a movement has to be in-house to be good. TAG feels they need to put those magic words on their spec sheet for consumers to think the movement is good...

Aquagraph

Talk about perfect timing.

Pitfitter446

Good things come in threes, what’s next?