That's an interesting suggestion . . . separate the two brands, but I am assuming that we can let corporate TAG Heuer / LVMH own, develop, and manage both of them?

One thing for sure -- it would be pretty easy to go through the current catalog, and divide the models into two piles -- the TAGS and the Heuers.

Jeff

++++++++++++++++++++++++++++

: 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.

: ------------

: 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]

: ------------

: Logos would be cinch too:

:

: :