TAG Heuer is owned by the biggest luxurious group on the planet, LVMH, which permits the corporate to spend wildly on advertising and marketing activations.
These activations are greatest described as 200-person branded events and sometimes assure favorable protection for TAG Heuer — whether or not from retailers, non-retail media, or influencers — there’s typically an obligation (implied or contractual) to say solely constructive issues.
The booze-infused advertising and marketing activations (LVMH additionally owns Veuve Clicquot, Ruinart, Moet & Chandon, Hennessy, and Dom Perignon) are typically essentially the most over-the-top occasions within the trade — and I’m positive you should use your creativeness to guess what manufacturers of alcohol are served.
For watch lovers, this will likely end in purely favorable protection of mentioned model by an LA-based weblog about watches or by a media retailer based mostly in Ohio that pumps out 1,000 YouTube movies per second. Nevertheless, constructive “protection” (or excessive views) doesn’t routinely equate to good design, or robust gross sales, particularly when it’s coming from such a supply.
Living proof, TAG Heuer’s new mechanical F1 assortment — provided in a cumbersome 43 mm titanium case for over $5K — is subjectively unappealing. We’ve already spoken off the document with quite a few individuals (who’ve good style) and the consensus is identical: large, unattractive, overpriced.
But, I’m positive you’ll discover breathless protection of the brand new mechanical System 1 assortment in lots of locations. Stated protection will virtually actually omit the truth that the watches will in all probability be on sale for half off six months from now when the road is discontinued and the following good thing arrives (sure, I’m exaggerating, however not likely).
TAG Heuer is a historic watch model with a lot potential though this party-style advertising and marketing — appears higher suited to LVMH’s pricier, ostentatious watch model Hublot — typically falls flat attributable to wild and inconsistent designs. One in all my favourite anecdotal traces is: “One of the best advertising and marketing is making good merchandise.”
Seemingly from one other planet than the System 1 watches, TAG Heuer’s new 2025 Carrera Day-Date assortment gives a case diameter of 41 mm, is crafted from stainless-steel, and appears sporty and enticing with an instrument needle-shaped central seconds hand, faceted hour and minute palms, and faceted utilized indices. The three greatest choices are the black-grained dial paired with a black calfskin leather-based strap, the blue sunburst dial on a chrome steel bracelet, and the pink smoky dial on a chrome steel bracelet. (Keep away from the two-tone gold fashions, until two-tone is your factor and also you’re prepared to pay a big premium.)
Geared up with TAG Heuer’s computerized, 4Hz, 30-jewel, in-house caliber TH31-02 motion that includes an above-average 80-hour most energy reserve, and adorned with vertical stripes on the bridges and a skeletonized oscillating weight — you’re getting a comparatively honest deal that begins at $4,000 on a strap (Ref. WDA2110.FC6614) and that prices solely $200 extra for a chrome steel bracelet (Ref. WDA2112.BA0043 or WDA2113.BA0043).
Be taught extra at TAG Heuer.
Pictures by TAG Heuer.
