Seeing this new watch (or actually a teaser for a new watch), limited to 150 pieces and sold only in the Australian market raises the question -- again -- about the new approach to designing and selling watches.

We see the "influencers" (such as Hodinkee, Revolution and Calibre 11) designing Limited Editions . . . and we see the same from the powerful retailers (UAE Autavia; Harrods Autavia; and now this newest LE in Australia). Yes, we can expect the good ones to sell out, quickly. And then, within minutes, we determine the real value of the watches, in the market, when the first ones turn up on eBay, typically at a nice premium. Interesting that the "influencers" -- Hodinkee / Calibre 11 / Revolution -- come up with smart versions, that show an appreciation of the Heuer heritage, while the retailers simply play with the colors.

But I still wonder whether this is a rational way to design and sell watches? Yes, the TAG Heuer brand get a push from the publicity, but what about the Average Joe who walks into a mall tomorrow or even tries to buy a nice Autavia online? He or she is left to choose between the original black and white model, or the Jack Heuer LE, which seems to be a bit of a white elephant.

And what about the design team at TAG Heuer? Are they on furlough, as the design of the Autavias is being done through PhotoShop color changes of the existing portfolio?

I really do embrace the role of the influencers and the big retailers, but I also wonder how the Average Joe is supposed to get excited about the Heuer brand. Mr. Joe will only see most of these more interesting models on his computer screen or in the watch magazines. Has the game been handed over to the insiders?

Jeff

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: Posted on Instagram, by Watches of Switzerland --
: https://www.instagram.com/p/BnH2W80HUaD/

: "Launching tomorrow. A world exclusive limited edition of only
: 150 pieces only available in Australia."

: It would appear to be the next Limited Edition of the Autavia. Or
: will they be clever (and get on the coattails of the Hodinkee LE
: Skipper), by calling it a "Skipper"?

: Reactions, please?

: Jeff

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