Live from Basel- Through the Looking Glass...

  1. Aquagraph

    Aquagraph Mar 22, 2017

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    Best

    Post

    Ever

    :D
     
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  2. elbeik

    elbeik Mar 22, 2017

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    I have been wishing for a blue Carrera to replace my Monaco, but why the day-date?
     
  3. abrod520

    abrod520 Mar 22, 2017

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    Rubber straps all tend to resemble a certain brown substance

    :D :D :D

    I kid. I suppose Alec Monopoly and Cara Delevignge (sp?) watches have their fans, but for me I wish TAG would introduce a few more vintage style pieces to go alongside their.... contemporary.... lines.
     
  4. elbeik

    elbeik Mar 22, 2017

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    You know what's really upsetting?
    Heuer was the reference when it came to motorsport, tasteful vintage racing and what have you.

    Who is taking the crown now?
    IWC with their newest ingenier.

    And TH can't even honor probably the greatest driver of mankind.
     
  5. Big Adam

    Big Adam Mar 22, 2017

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    John Daly?
    ;)
     
  6. abrod520

    abrod520 Mar 22, 2017

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    Heuer has made a large shift from positioning themselves as the go-to watch for people who do cool things, to TAG now who position themselves as the watch for people who look cool on Instagram. Fine if you're a fan of teenage models, really, but disappointing if you became a fan of Heuer because of their associations with the golden age of automobile racing.

    Well, he did wear a two-tone Link and not a proper racing watch, but then TAG didn't produce one then (and doesn't produce one now) and besides, by that time electronic timing was a mature technology and had become the standard, thus removing the need for drivers and team members to wear chronographs with tachymetres. And only in the last ~10 years have watches become items of nostalgia, so in the early 1990s it would have been quite unusual to wear an old-style watch
     
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  7. dc42

    dc42 Mar 22, 2017

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    Jeremy Clarkson?
     
  8. drunken monkey

    drunken monkey Mar 22, 2017

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    It's not going to be everyone's favourebut I see potential in the new integrated bracelet Link model.

    Imagine it had a more sharp, flush fitting links like the 3rd gen and the watch as a whole leaning more towards a Genta integrated style.

    Yes, I'm trying not to say Royal Oak.
     
  9. abrod520

    abrod520 Mar 22, 2017

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    It actually closely resembles the Piaget Polo S, released a few months ago-

    [​IMG]
     
  10. Aquagraph

    Aquagraph Mar 22, 2017

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    Fair enough, but please do not for one moment that I like diamond encrusted bezels, quilted straps or Alec Monopoly.
     
  11. Aquagraph

    Aquagraph Mar 22, 2017

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    I don't look cool on Instagram, I can assure you...

    TAG can never live up to your memories, it's like me hoping a new Iron Maiden album will be any good. It won't, even if some people say it is, they're lying. So I moved on. I still listen to Number of the Beast, and you can still wear your old Heuers.

    Watching that interview with JCB the other day, he said 'calling the brand TAG Heuer was stupid but it's too late to change it now'. I wish they hadn't changed it and then the TAG haters would be forced to acknowledge that this is Heuer now. TAG weren't the only company to change hands throughout their history, but they were the only one dumb enough to change their name
     
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  12. Calibre11

    Calibre11 Editor of Calibre11.com Staff Member Mar 22, 2017

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    I'm with you- it's the highlight of Basel for me..a really important watch for TAG Heuer
     
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  13. Hubert

    Hubert Mar 22, 2017

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  14. abrod520

    abrod520 Mar 22, 2017

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    I never said you did, nor did I think so. But TAG does produce these watches, and feature them in their advertising

    Yes but why must TAG Heuer be the brand it insists upon being, with only a perfunctory nod towards their past? Again - and I apologize for belaboring this particular example, but bear with me - at the Omega booth at Basel this morning, we have both faithful vintage reproductions for those who have loved Omega through the years for its heritage, as well as a blue ceramic 43mm diver with orange accents (that they'll even supply an orange rubber strap for)... this, in addition to the colorful, existing Planet Ocean Deep Black range.
    At TAG Heuer we have what feels like 100 different variations of the Heuer-01, all contemporarily styled, and then an Autavia reissue that they called a nod to their heritage but that they insisted upon "improving" for the Monopoly crowd, with a 42mm case diameter and date function.

    How come Omega can be the Omega we've always loved but also the Omega that new fans can enjoy, while TAG Heuer cannot? Why must I move on from TAG Heuer and stick to old Heuers when Omega says "Yes, we know why you love us, and we intend to keep it that way!"

    Agree that the TAG rebranding in the '80s was stupid, but disagree that that is the underlying problem here. Watch the episode of Hodinkee's Talking Watches with Biver and you'll see he does indeed understand vintage enthusiasts. Why does he make only the slightest gesture towards them by resurrecting names and styling cues, but only offering modern contemporary watches to them?
     
  15. Hubert

    Hubert Mar 22, 2017

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    You can watch the man himself, explain his reasoning via this video taken from last year's Collectors Summit:
     
  16. Aquagraph

    Aquagraph Mar 22, 2017

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    Well, firstly, I applaud your well reasoned argument. I agree, there are far far too many Heuer 01s, and I also agree to a degree that maybe they could make more of their old pieces (as reissues etc). It seems the Autavia has split opinion, while to me it looks old fashioned, it seems some people don't like it because of it's size etc, and seemingly non-authentic looks. On the other hand, a lot of people seem to like it.

    TAG seems to be a company who want to be forward looking (indeed you can't be 'Avant Garde' and 'Retro' at the same time, well not easily), clearly the bulk of their sales are coming from the Heuer 01s and the smartwatch, and it seems the older models aren't selling in that huge a quantity, and yet TAG seem reluctant to close the door on it's past. I guess history still has a part to play in marketing. The retro fans are seemingly very vocal, and I understand it must be frustrating, but if there's only 3 Monacos currently and 120 Carreras then that probably says something.

    It seems a bit odd that JCB on one hand seems to be saying we have too many models when talking about the Monaco, and then on the other releasing 27 Heuer 01s a week.

    The marketing really doesn't bother me that much, whereas in the past they would spend a fortune creating something horological and significant and twenty people would go 'Wow' that's amazing, five people would actually buy one and then everyone forgot about it. Now they cover a Heuer 01 in diamonds, get that berk to spill paint on it and take pictures of it. It generates interest on Instagram, five people buy one and then everyone forgets about it. If the aim is to promote brand awareness, sadly Monopoly trumps the V4. I know it sucks, but sadly TAG are operating in the modern world and that's a harsh reality.

    I am interested to know though, what it is that you would actually like TAG to do? The argument that Heuers were 'serious' instruments and TAGs are not is rather bizarre. For one thing, plenty of modern TAGs have chronographs and the Microtimer (for example) is far more precise and accurate than any Heuer you could mention. Are you not falling into the trap of the Rolexites and Omegaites who dismiss TAG as inferior while overlooking the actual quality of the movements?
     
  17. BPD

    BPD Mar 22, 2017

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    When Justin Biver took over TAG, the company was a mess yes but was also trying to innovate with exciting new movements. I truly believe that if Biver took this seriously, TAG would be seen as a watch brand to be reckoned with again. Unfortunately, Justin did not see this and I wish I had this video clip but in it, he said 'it's not a Piaget, Blancpain etc. It's A TAG!' And from that interview, we now have 10 year old djs, a masked dude with spray cans, a tattooed Latin dude, an always half naked model etc representing a more than 150 year old brand that was at one time well respected.

    I may of called Rolex & Omega owners douchebags but I must admit, they do still have respect for the Heuer brand, just not TAG.
     
  18. Hubert

    Hubert Mar 22, 2017

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    Justin Biver?
    upload_2017-3-22_20-17-34.png
     
  19. Hubert

    Hubert Mar 23, 2017

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  20. elbeik

    elbeik Mar 23, 2017

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    Why is an Alfa Romeo enthusiast talking watches?
     
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