Heuer? Well, as much as I like collecting them, my view is that the collectability of the brand will suffer over the next few years because it seems no-one is interested in any of their watches made from 1985 up to at least 1998- that's a massive gap in the time-line and portfolio. The re-edition watches seemed to reignite interest in Tag Heuer for collectors and that the respect for the heritage has continued since then. Some of the new Tag's we saw in May should give everyone great hope- they are very special (Carrera 360, Monaco V4, etc) and will certainly be collectable.

Its the same as the car world- the brands that have consistently made cars that excite enthusiasts (porsche, bmw, mercedes) will always be more collectable than brands that had a glorious heritage followed by long periods of difficulty/ mediocrity (Alfa Romeo, Lancia, Jaguar, MG)

Its the key question for Heuer collectors- how long can we sell Heuers, mainly made in a 20 (1960-1980) year period, amongst ourselves? What will get the next generation of collectors interested in Heuers and grow the collector base? If the base doesn't grow, then neither will prices.

The only way this will happen is through new, exciting Tag Heuers which drive people to find out more about the heritage of the brand. 10 years ago, prospects would have looked bleak on a decade of S/ EL's and Quartz, but I do believe there is reason for optimism now- I can tell you that most of the people who went to the collectors summit will be first in line for a Monaco V4...how many Tag Heuers could you say that about?