The GPHG enjoys a longstanding relationship with TAG Heuer, which has already won the “Aiguille d’Or” Grand Prix best-in show award. After five years with TAG Heuer and a relatively youthful perspective on this institution, could you share your thoughts?
The GPHG is a highly anticipated event, an institution in our industry for over 20 years. It is always stimulating to be able to compete with our peers and this healthy emulation consistently drives us to improve. Especially in a year like this one when since we have some great timepieces competing such as the TAG Heuer Carrera and its major avant-garde Diamond innovation, the TAG Heuer Aquaracer Professional 1000 Superdiver and the Aquaracer Professional 200 Solargraph.
There’s a lot going on for the brand in terms of new releases: how successful are they proving (and in which collections especially)?
Our product plan is indeed extremely intense and we are very satisfied with how our models are being received. We achieved excellent performance last year and we feel a very positive energy around the brand and its new models. Our product plan is solid and ambitious, reflecting in-depth work undertaken to clarify our collections. Our retail development has accelerated and we have continued our digital transformation, enabling us to cover 95% of our markets in e-commerce.
The Aquaracer line has evolved considerably, with a diversification of functions (in particular a GMT) and a move upmarket, towards a new clientele?
We have indeed significantly redesigned the Aquaracer collection in order to offer better perceived value and to be able to meet our customers’ requirements. While maintaining the sporty and highperformance spirit that made this legendary watch famous, we have revamped the collection down to the last detail. For example, the design teams worked extensively on ensuring a perfect fit on all wrists, or on invisible elements such as the sound and feel of the bezel’s rotation. We also integrated sustainable movements such as Caliber TH30-00 powering the TAG Heuer Aquaracer Professional 1000 Superdiver, or the TH 50-00 Solargraph movement integrated into the first solar-powered Aquaracer.
Your collaboration with Porsche is also moving at a faster pace and you have just jointly celebrated the 50th anniversary of the Porsche 911 Carrera RS 2.7. Tell us about these two Carrera chronographs
This is the fourth installment of our collaboration with Porsche and we have once again joined forces to launch two new limited edition watches that pay a vibrant tribute to one of Porsche’s most iconic models.
To mark the 50th anniversary of the 911 Carrera RS2.7, we wanted to create a watch that would express the character and power of this legendary sports car by infusing it into our iconic TAG Heuer Carrera chronograph. The two timepieces we created with the Porsche teams combine a sleek, yet assertive design. They reflect the legendary past of the Carrera, but also project the boldness and modernity of what Porsche and TAG Heuer can now achieve together.
Above and beyond the products created together, do you see a ‘Porsche effect’ on TAG Heuer brand awareness and sales ?
From the beginning of our collaboration, from the first Carrera Chronograph x Porsche Limited Edition to the recent TAG Heuer Connected X Porsche, TAG Heuer x Porsche co-creations have always been successful.
We are very proud of these results, which confirm our shared desire to offer more and more beautiful watch creations for all devotees of the TAG Heuer and Porsche brands.
How is TAG Heuer faring in the uncertain environment of this winter and the year to come; what will the priorities be?
The international context remains uncertain but we are confident in the future and in our ability to stand firm. We have mapped out a long-term strategy, based on in-depth work on our collections, our network and our e-commerce ecosystem. With these priorities in mind, combined with our avant-garde spirit, we are ready to meet any challenge.
