With the Monaco V4 now coming onto the market, it seems timely to discuss some questions and ask for some perspectives from members of the vintage collecting community. In simplest terms, what does the introduction of the Monaco V4, with 150 samples expected to sell for $80,000 each, mean for vintage collectors? Is the development and production of this watch:
- a fantastic opportunity to get some attention focused on the vintage Monacos? magazine covers showing Heuers are good, regardless of the model or price-point.
- completely irrelevant to anything and everything that we are doing?
- a strong statement that TAG-Heuer is more than just a "brand" or "marketer" of watches, and can actually develop and produce cutting edge watches?
- a point of pride for the vintage collectors, that the spirit of innovation is alive and well for our brand?
- a source of ridicule that TAG-Heuer is selling a watch at the $80,000 price point?
- a triumph, that TAG-Heuer is able to sell watches at the $80,000 price point?
In a world in which very few things are truly "neutral", is the introduction of the V4 good or bad for the "Heuer" brand? Or is it a non-event, a happening in an entirely different market segment? If someone pays $80,000 for one of these, can we expect them to add $10,000 to the budget to pick up one of the originals (vintage McQueen Monaco)?
Please share your thoughts, even if they may be summarized by the two words, "don't care".
Jeff
