As one simple example, of what belongs in the Heritage Collection, let's look at this Calibre 7 TAG Heuer Carrera . . . let's just go ahead and add it to the Heritage Collection!!

Inspired by the vintage models? Yes!! DNA? For sure!!

Jeff

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: 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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