What’s up with Tag? Is HEUER dead?

N Nathan Gregory

The Monaco, 1000 jumbo auto and the WS2110 Super Professional are probably the only Tags I will wear. Everything else just looks cheap and nasty.

Jim Dollares

Good for you that you managed to buy the only 3 models ever made that dont look cheap and nasty. Did you join a TAG Heuer fan forum just to let us know that everything TAG Heuer is doing sucks?

Jim Dollares

Good for you that you managed to buy the only 3 models ever made that dont look cheap and nasty. Did you join a TAG Heuer fan forum just to let us know that everything TAG Heuer is doing sucks?

N Nathan Gregory

The Monaco, 1000 jumbo auto and the WS2110 Super Professional are probably the only Tags I will wear. Everything else just looks cheap and nasty.

Yago

From Statista. 2020 numbers, for reference.

El Matarife

I'm late to the party here. But as a market analyst I can promise you all Statista "data" is bullshit. Stolen from other free online content, and presented without context or qualification. Statista carry out zero research, and have zero knowledge.

imagwai

Just give me a classic panda Carrera and I'm done 😀

Aquagraph

No you're probably right about them making too many watches all round... but on the other hand if you're gonna go down the route of making these limited edition FOMO watches then having a line up of similar regular models isn't a good policy perhaps?

(…)

Aquagraph

It's not for me, but yes... I bet more young people are aware of the Connected than the Speedmaster.

Yago

It's just a missed opportunity. Why such boring colours for the Carrera? They're entry level, only 2.5k, let's have some fun with these.

paysdoufs

I'm honestly wondering why - in this day & age of just-in-time industrial manufacturing - a company the size of TH (and backed by LVMH) should not be able to only produce what sells little by little. I.e., there shouldn’t really be a need to manufacture a large chunk of 39mm Carreras that then don't sell quickly; just produce them in batches - with production of a new one launched when inventory of the previous batch is about to be depleted.

This should be even easier if you use the same H02 movement in ALL your high-end chronos since this is the most expensive and labor-intensive component, right? Or am I missing something here? 👎

This article has made me sad. In the 20+ years LVMH has owned TAG, they really haven’t done much with it, other than keep it alive (and maybe the 02 movement), have they? I mean, they are LVMH’s best selling watch brand (by units), so it hasn’t been a disaster by any means, but it also seems like TAG is out-of-place in the LVMH portfolio, TAG being an entry or mid-level luxury brand in a conglomerate that is more comfortable in the haute and high-end luxury space. The most interesting and desirable watches they release seem to me to be largely (but not exclusively) modern re-issues of pre-LVMH designs. (…)
But when I look at TAG in 2022, I see a stable of competent but otherwise unremarkable watches. I haven’t been excited about a TAG Heuer release in a very long time. When I go to the large AD here in L.A., I rarely spend much time over at the TAG display, and too often I forget to check them out. When I go there, I should be excited about checking out TAG watches. But I’m not. And that’s sad to me.

paysdoufs

Adding the following link from Fratello here since it - kind of - fits the subject of this thread…
https://www.fratellowatches.com/buying-guide-the-best-tag-heuer-watches-from-the-2000s/

Here's also a citation from an interesting reader's comment on this article:

Mspeedster

An interesting read. While I might not agree with all of the top picks, I do agree with the overall sentiment about TAG Heuer and also the comment you quoted.