1. THJunkie

    THJunkie Dec 2, 2018

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    I was dragged out Xmas shopping yesterday. Spending ghe whole day walking around shops is my idea of hell. To avoid incarceration, I took periodic ‘time out’ to pop into a ‘watch shops’. A mix of ‘Boutiques’, ADs and more generalist watch shops.

    One observation that struck me is that TH’s presentation in window displays is really confusing.

    The displays for most of the other ‘big names’ (rolex, omega, Breitling, Tudor, IWC, etc) were eye catching. A few select watches presented well and drew attention to particular models or groups of models (e.g speedmasters grouped together with the most expensive one spotlighted in the middle),

    It was quite sad to see that the TH Window display just had a huge number of watches displayed in a rather unimaginative and unthemed way. There was no highlighting of particular models or themes. I struggled to derive any ‘ message’ from the display. Special Monacos with shitty quartz rubber strap Aquaracers positioned right next. And the vast majority of the display was of the driss of the range. Very few examples of the ‘good stuff’.

    In short - there were way too many watches displayed in way that really did not provide any message what the brand was about. Couple of pictures of racing driver types. No clue who they were. Don’t follow F1. The window and display sections for TH had Very few people crowded around them.

    It was only a casual observation. But as i have daughters I was dragged around a few makeup stores. And the parallel between the displaying and presentation of the new ‘snazy’ store with great lighting, a DJ playing music and product demo vs the traditional presentation at ‘Boots’ was startling. Boots makeup section was practically empty. The better presented stores had a queue to get in!!!!

    It struck me that TH’s window and in store displays are similar. Boring and confusiong with not many people looking. Which is a real shame.

    Given his genius I’m surprised JCB missed this one tbh.
     
  2. Albert-AMG

    Albert-AMG Dec 2, 2018

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    Yes, the display presentation is very important for people who doesn’t know exactly what to buy, and also for the brand image... so it’s something TH should control in their AD. I guess they already do this, but -according to your experience- they don’t reach all shops.

    I guess it also depends on the particular shop. I recently did a trip from Barcelona to Austin, and I had many free time in New York (JFK) and London (Heathrow) airports for the connection flights, so I found a nice and well presented TH boutique in the JFK (in the picture), and also a well presented and complete TH display in the “Watches of Switzerland” shop in Heathrow (sorry, I didn’t take pictures there).

    8431E5A3-7524-411A-9DB9-F84A4366AF18.jpeg

    I work in a Mercedes-Benz official dealer in Barcelona, and the brand is regularly sending us “inspectors” to verify if our showroom is displayed in accordance with the brand requirements, and obviously they give us the guidelines about the interior decoration, furniture, colours, and many other details... Maybe TH is not doing the same in the shops you visited?
     
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  3. THJunkie

    THJunkie Dec 2, 2018

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    I’m sure my experience yesterday is not a fair ‘sweeping assessment’ of how the brand controls its representation at ADs. But we are not talking low rent ADs here. Some had other watches with price tags well north of 25k in the window.

    I visited a well jnown UK AD Which is also home to the Rolex and Cartier ‘boutiques’ within the store and an omega Boutique. The test were ‘lesser’ chain watch retailers / jewellers who still carried the usual suspects (minus Rolex and Omega). Tag was on sale in all but the Omega boutique (obvs! Lol). And the theme whilst not identical.... the trend was there. Far easier to figure out what many of the other brands were about and spot the flagship pieces. Wheras Tag is was a game of hunt the thimble amongst a sea of cluttered displays of low end watches.

    It just looked a bit pile em high sell em cheap. This was to varying drgrees common to all the stores I visited. I’ve not been to a dedicated TH store yet. None in my area and i’m sure those are far better managed. I’ve been to the outlet ‘boutiques in the UK’ and they make a far better go of it.

    Breitling were not much better - but smaller range and fewer on display did not make it as noticeable. Omega, rolex and tudor had it spot on and it was very rasy to understand the presentaion, see common themes and what the brand was about. Ignoring any watch nerd background knowledge.

    I’m looking forward to visiting a Tag Boutique as I’d like to see some Carrera 02 pieces in the metal.

    Thanks for your reply.
     
    Edited Dec 2, 2018
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  4. imagwai

    imagwai Dec 2, 2018

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    It'll be sh*t ;)
     
  5. THJunkie

    THJunkie Dec 2, 2018

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    Ha ha, damn auto correct strikes again :D
     
  6. Jim Dollares

    Jim Dollares Dec 2, 2018

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    "shitty quartz rubber strapAquaracers"

    :whipped:
     
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  7. imagwai

    imagwai Dec 2, 2018

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    Your autocorrect is wrong then because it's actually "defecated"!
     
  8. THJunkie

    THJunkie Dec 2, 2018

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    Or alternatively. I can’t spell and auto correct failed to detect and highlight. I have it in highlight mode. But notice at least in iphone that it not always work with this forum website. :p
     
  9. THJunkie

    THJunkie Dec 2, 2018

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    ::shy::

    I appologise. That remark was rather crass I admit.
     
    Edited Dec 2, 2018
  10. Jim Dollares

    Jim Dollares Dec 2, 2018

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    Just messing with you :) but I do love them quartz aquaracers though, matter of taste of course.

    On topic, I find it interresting but I have to admit that I have not really reflected over it, the stores I usually visit present Tag pretty much on the same level as all other brands in the same store. Keep in mind though that I never go to the super luxury places, more Breitling, Omega, Longines, Bell & Ross etc kinda level :)
     
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  11. elbeik

    elbeik Dec 3, 2018

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    Where would you want them to start? They have so many ambassadors and themes it's becoming difficult for any branding expert to create synergy among all.
     
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  12. Aquagraph

    Aquagraph Dec 3, 2018

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    The TAG boutiques I've visited usually have very few watches in the window, it's Ernest Jones in particular which puts their entire stock in the window, and yes it doesn't look great. And I agree, I went into Ernest Jones and Goldsmiths on Saturday looking for something to try on to review, but the range they keep is so uninspiring. I asked once and was told that basically the big stores just stock the highest selling watches, which to me sounds like a self-perpetuating cycle... why are they the biggest sellers - because they are the ones in the shops. And very limited Carrera stock as well, maybe a couple, and a couple of Monacos, most of the stock is quartz F1s and ladies Aquaracers with diamonds in every orifice.

    Also as I said to Hubert yesterday, looking in the window, it's true that Rolex steel watches are like rocking horse ****, one Air King in steel and everything else was two tone.
     
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  13. THJunkie

    THJunkie Dec 3, 2018

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    1) Group their wat hes in themes tather than mix heritage raching chronos with divers and faux bling watches.
    2) segregate the flagship and heritage lines from the (i’ll be kind).... ‘less aspirational examples that are designed for mass consumption’.
    3) not feel like they have to show every exampe of every model in the window or in shop display. Sometimes less is more to attract attention.
    4) rotate their ambassadors. So F1 during the season, other out of season etc

    Basically make is easier to figure out what they are about and what their watches are supposed to be.

    Just some ideas for a starter.

    @ Aquagraph. Yes this was Earnst & Jone, Goldsmiths, Fraser Hart and Beaverbrooks. They all fall into the dame trap. So i suspect it is somewhat down to a lack of direction and control by TH HQ.
     
  14. Aquagraph

    Aquagraph Dec 3, 2018

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    To be fair, TAG clearly supply window display cases with 30/40 mounts so they need to take some of the heat for this.
     
  15. Jim Dollares

    Jim Dollares Dec 3, 2018

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    "(i’ll be kind).... ‘less aspirational examples that are designed for mass consumption’"

    :D
     
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  16. Aquagraph

    Aquagraph Dec 3, 2018

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    Plebs pieces...
     
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  17. THJunkie

    THJunkie Dec 3, 2018

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    The whole premise of my observation was based on an apparent at best inconsistency or at worst lack of central control. I.e. mainly Tag’s fault than a specific AD. Whether the ‘fault’ with TH is a lack of consigency, lacknof form guidelines or whatever. I have no idea. But ultimately brand message and brand perception rests with the brand I expect. I’m not sure an AD cares too much if they sell Tag or a Breitling so long as they sell you a watch. (Assuming like for like spend). Heck, maybe a ‘shoddy’ display of one brand helps drive sales to higher priced brands? Hmmmm.
     
  18. Aquagraph

    Aquagraph Dec 3, 2018

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    Then again, thinking about Goldsmiths, in particular the one in Milton Keynes, most of their stock seems to be in the window... and not just TAG, there's a pretty full looking Tudor display adjacent and probably a Breitling one as well. But in Sheffield it's a different story, very few watches in the window there (and no TAGs since the TAG boutique opened up two doors away).
     
  19. OttoWilliam

    OttoWilliam Dec 3, 2018

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    In my country Tag Heuer appoint 1 distributor (like most of other well known brand like Rolex, etc not Omega though or Swatch group. They handle their own operation from A-Z), a very big player. Probably the biggest in my country.

    So Tag Heuer have 2 kind of official stores.

    One is the retailer own store which consist of Tag Heuer and other brands.

    The other one is Tag Heuer exclusive boutique.

    Usually if you looking for Tag Heuer high end piece naturally to the boutique will be your first option.
    But it work both ways. If you go to the mixed shop and ask for certain piece, they will try to get it for you as well even if it is the one last stock and originally placed in one of the boutique.

    I think what Mr Biver was saying is really make sense. There are no other brands out there that have stretch like Tag Heuer does. But having stretch like that means that the customers base also very big.

    I really hope they maintain super high end product like V4, mikrotimer, etc although it is more like for branding than making profit.

    Just my 2 cents. Sorry if i am blabbering.
     
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  20. THJunkie

    THJunkie Dec 4, 2018

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    i think the comment about the breadth of ghe brand (low to high end) is very valid. TH are somewhat unique in that way.

    I think of it in terms if the VAG group (cars) which has Skoda (quality, low cost quartz) up to Bently and Lamborghini (v4 etc) in their stable. With VW, Audi etc in the middle.

    The key difference is that there are sub brands. And the presentation is a bit more clear cut. TH have a bigger challenge as everything is marketed as the same brand even if they have the heuer name only on a few heritage pieces.

    If we consider a Monaco Gulf as being an Audi in this analogy, we go to a showroom and see that pirce surrounded by Skodas and VWs. And we have some Monacos and Carreras branded Heuer, some Tag Heuer, but share the Polo/A4 model label. And you also have a Polo spec Monaco with same model name sitting next to a higher end model with Cal 11/12 movement.

    It is confusing as hell, even for those with a passion to understand it. Nevermind the casual purchaser who just wants a nice watch.

    Not sure what the answer is. Maybe splitting into Heuer and Tag Heuer for high/low end only works for reissues. But what about the new modern high end pieces?

    I guess so long as they are profitable they may not care about this. But it’ll be interesting to observe how it might play out and what the results will be.
     
    Edited Dec 4, 2018