This is an amazing response. Very thoughtful, succinct and even better that it makes complete sense. You are spot on when you say they have an identity crisis.

Frankly, they should hire you, imo.

: 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:

:

: :