About a month ago we (Fratellowatches) drove to Switzerland to visit a few watch brands. One of these brands was TAG Heuer, located in La Chaux-de-Fonds. Interim CEO of TAG Heuer and head of LVMH’s watchmaking division, Jean-Claude Biver, decided that it was time for a change at TAG Heuer. In short, Jean-Claude Biver has set a clear focus on affordable TAG Heuer watches in the range of 1.225 ~ 4.000 Euro.
A very competitive and interest price range. Not only because some other big brands increased their prices over the last few years so much that they are not competing in the < 4000 EU price range any more and because some other (new) brands stepped into that price range. That a watch brand made the decision to step back to reality (with all due respect for some other brands) surprised us in a good way. We think this will – in the end – be the best decision ever for a long and prosperous future of TAG Heuer. In fact, we think that Jean-Claude Biver did what a lot of watch consumers already knew, that TAG Heuer already was a 1.225 ~ 4.000 Euro brand in their perception. Of course they have some wonderful high-end watches and are surely capable or manufacturing haute horlogerie pieces, but in the end, these are not bought by the consumers on which TAG Heuer can stay successful.
Full article and more photos on Fratellowatches.com.