TAG Heuer stands for Techniques d’Avant Garde, which refers to the brands innovative and unique watch designs.
While recent reports project the secondhand watch market to slow going into the fourth quarter, the CEO sees it as a positive.The worth of a TAG Heuer watch is determined by many factors, including the brands prestige. All commercial distribution in Mexico is now owned and centralized within the Americas, which is the number-one market in the world for us,” Benjamin Beaufils, president of Tag Heuer Americas, said via email. Today, we don’t have walking traffic but by changing location, we’re going to double the sales,” he projected.Īrnault has also limited distribution since joining and as of July 1, Tag Heuer “has transitioned the management of Mexican commercial distribution from external agent Relojes Exactos to Tag Heuer Mexico and we have our first official office in the territory.
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On the retail expansion front, Arnault shared that the company is planning to update its Miami retail footprint, with early-stage plans to bring the brand to the Miami Design District in 2024. The new 2023 Skipper is derived from the recently launched “glassbox” Carrera with a 39mm diameter case, the latest TH20-06 movement with bi-directional winding, an 80-hour power reserve, completed with a a high-end, resistant textile strap, all paying homage to the original model that was born from Jack Heuer’s involvement with the America’s Cup. The America’s Cup is another race with Tag Heuer roots and the brand is returning to the world of high sea yachting, reintroducing the Skipper chronograph - which Arnault was wearing - a legacy style that debuted in 1968 and which was part of the Tag Heuer catalogue until 1983. market with the annual Miami Grand Prix and the debut Las Vegas Grand Prix in November. But in the past three, four years it’s changed - now there is a young population who is either playing golf or following Formula 1,” he said, crediting F1’s huge push into the U.S.
“Five to seven years ago, both Formula 1 and golf were aging sports. For many people, the first watch they get is a gift,” he said, explaining that the positioning is connecting with younger generations. “We are at the entry of the luxury watch world and we were an entry into watch collecting. “In the American mindset, Tag Heuer is the first watch that one would be offered or buy for himself with his first bonus or his first paycheck,” attributing it the brand’s price positioning. “We are always strong with young customers,” he added. A niche that resonates with a younger customer base as well as timepiece OGs. “We have a unique positioning with the most elevated elegant smartwatch on the market,” he said.
In 2015, it was the first brand to launch a luxury smartwatch, now part of a range of styles, which the CEO said is performing very well in the U.S. Golf is another key sport in the Tag Heuer universe, a category where it gets to show off its commitment to innovation married with groundbreaking techniques. “We never stopped believing in the strength and power of racing,” Arnault said firmly.
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The brand maintains its deep ties with motocross sports with styles created through partnerships with Formula 1 racing, Porsche, and relationships with F1 drivers like Juan Manuel Fangio and Ayrton Senna. From the street, the boutique’s tall façade stands out with black metal panels and illuminated branding.Īrnault is pulling out all the stops, marking the occasion with a brand first - bringing iconic historic pieces from the Tag Heuer museum to showcase in the boutique for a few months, including the Carrera Indy 500 timepiece worn by Steve McQueen in the 1971 cult classic film “Le Mans.” Each museum piece chosen has direct links to the American market. The flagship features the brand’s newest retail concept - developed by Tag Heuer’s in-house design and architectural team in Switzerland - blending sleek modernity with elements that pay homage to the brand’s sport heritage. The new Tag Heuer flagship in New York City.
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