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I Like the Positioning of the TAG Heuer Brand

"Avant-garde, accessible luxury" seems like the right spot on the spectrum for the TAG Heuer brand.

I understand the word "accessible" to mean "affordable", or perhaps "entry level", and this seems like the right position for TAG Heuer. It seems natural for TAG Heuer to span the range between the $2,000 "first real watch" and the $5,000 / $6,000 for the nice Autavia or Carrera, with the very top of the range being just above $10,000 (for the special or limited edition watches).

Plenty of room for some great re-issues in this range.



: Here is an interesting interview with Jean-Claude Biver --
: Jean-Claude Biver on Rebooting Zenith and the El Primero .

: And what about this paragraph ?? . . . we have been working on
: the patrimony of TAG Heuer. We have organised everything at the
: archives. You can come to TAG Heuer with any watch and we will
: be able to give you the exact date it was produced, even the
: name of the supplier of the hands, bracelet, dial. And we can
: tell you when it was last serviced.

: If you can give all this information for any watch that comes back
: to the factory – that is an extraordinary asset for a
: collector. Because he can then justify its origin and this gives
: value. And more than value it gives trust. You can buy a vintage
: watch because you can trust that the factory gives you all this
: information.

: Very interesting to hear this!!

: Jeff

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