Hi Jeff, et al.

I work in marketing and branding as a Creative Director, but I think most people on here already know the answer.

I believe TAGHeuer indeed hears the criticism re: their vintage inspired direction when it come to design choices, but shrugs it off intentionally. Outside of the obvious of selling as many watches as they can, I really don’t understand the reasoning for this. Are the masses really clamoring for chunky 43mm watches?

For 2 years I have been reading articles, forums posts, and watching literally every video I can about TH and vintage Heuer, and I feel as though TH suffers from a true lack of identity, and perhaps more specifically, a scattered focus. To me, the reason for the scattered focus is that the company’s DNA is a fusion of 2 distinct histories: pre-1985 Heuer and post-1985 expansion as TAGHeuer.

In regards to the company's vintage roots, JCB has admitted in interviews that there will be more models under the Heuer heritage brand, but that there cannot be a “Heuer” without “TAGHeuer.” I think he even said “what’s done is done,” and the company will, quite frankly, just embrace the confusion as it's too late.

To me, the only way to rectify this properly is to do the exact opposite and split the company into two separate entities, each designated with its own DNA. More often than not, in conversations in person and online, I find that most people refer to their watches as “Tags.” I really don’t see a problem splitting up TAG and Heuer, even though I know there’s no way this is going to happen.

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Here’s my fantasyland idea of what I think they should do:

Company 1: Keep “TAG” and drop the “Heuer.” Perhaps bring back “Techniques d'Avant Garde." Brand “TAG” as the division more focused on pushing new designs and materials. Build on names like the Formula 1, Link, Aquaracer and Connected. Drop the Carrera name and replace it with something else like “McLaren.” Give the ladies Carreras an entirely new name. Promote TAG as the innovative brand for the 21st century. Larger sizes, ceramic, tourbillon, skeleton, smart technology…things like that. “Avant-Garde” literally translates into “new and experimental,” so “Techniques d'Avant Garde” would work great in my opinion. Keep marketing initiatives like brand ambassadors. Focus: Be experimental. Be new. Be young. Be the future.

Company 2: Spin “Heuer” off and into a standalone heritage brand. The spin-off would allow the new Heuer to breath freely and to draw from its vintage roots faithfully in a much more definite and distinct way. Install a new CEO focused on meshing the past and present in the design language seen in modern iterations like the Telemeter and Skipperrera. Keep models in the 38 - 40mm range. Build upon the heritage of the Autavia, Carrera, Monaco, Camaro, Verona, Monza, Silverstone, Skipper, and maybe the Seafarer. Share resources with TAG to keep up the good work with in-house movements. Focus: Heuer reborn. Be old school cool but with a modern twist.

- Ara

[Note -- Subject line, "Proposal -- Separate TAG and Heuer" posted by Moderator]

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Logos would be cinch too:

: First of all, thanks for an amazing discussion, conducted on
: three platforms -- this forum; Facebook; and Instagram. Lots of
: excellent points made, for and against the three-hand Autavias,
: but more importantly, about the role of a brand, its collectors,
: etc.

: We can all agree that TAG Heuer is a business, with the primary
: obligation to maximize its profits, for its owners. It does that
: primarily by selling modern watches, as demanded by current
: tastes and preferences. TAG Heuer is not a benevolent society or
: non-profit organization, seeking to preserve the Heuer heritage
: or support the collectors . . . as someone said to me,
: "That's the role of OnTheDash." (Yes, I am still
: puzzling over the deepest meaning of that suggestion.)

: Let me share one visual with our readers -- it's a visual that
: makes me sad about the current situation, while also leading me
: to support the development of more good Autavias (whether with
: three hands or up to seven), Carreras, Monacos, Monzas,
: Silverstones, and the list goes on and on!! Shown below is the
: current "Heritage Collection" on the TAG Heuer
: website. Yes, folks, this is it . . . you can count the watches
: on your two hands / no need for the toes.

: How can anyone possibly call this a "collection"? Can
: someone please describe this "collection", in a simple
: sentence or even an "elevator speech"? What is
: strategy driving the development of this "collection"?
: And how did we get to this place -- after 50 years of Autavias,
: Carreras and Monacos?

: And it gets worse when we visualize some of the amazing models that
: are not on the page -- the 2017 Skipperrera (125 pieces sold to
: the Hodinkee crew, myself included); the 2017 UAE Autavia (sold
: as part of Dubai watch week); the 2018 Siffert version of the
: new Autavia (sold by Calibre11); etc. Yes, these are treasures
: that should be in this collection, and in retail stores, but
: they are gone, as if these pages have been ripped out of the
: Heuer heritage portfolio. Is this good or bad?

: It's too late to get into the answers, so let me just leave you
: with these questions . . . it's been a great discussion so far .
: . . perhaps we can move to a discussion of TAG Heuer's vintage
: strategy / vintage vision / etc. And maybe even a discussion of
: whether and how the vintage community can contribute to the
: development of a vibrant heritage collection.

: We've gotten through the first 24 hours of the discussion; now
: let's address some of the more difficult questions. Then, we
: break for the Easter / Passover weekend!!

: And to all a good night!!

: Jeff

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