It wasn’t until I put the first Carrera watch to come as a result of Jean-Claude Biver’s leadership of TAG Heuer on my wrist, that I could appreciate what he was trying to do with this new model – one that basically just looked like a skeletonized Carrera watch in early press pictures.
This replica TAG Heuer Carrera watch is going to be controversial among TAG Heuer lovers and it isn’t for everyone, but I think it is a positive move for the brand in its efforts to re-enliven itself as the demographic TAG Heuer. The brand once so popular with younger demographics had lost much of its entry-level appeal, being mostly interesting to more mature watch lovers with a soft place in their heart for the old days of Heuer and people like Steve McQueen. If TAG Heuer is going to be relevant to the younger demographic, it needs to appeal to their tastes with items that are more affordable.
So what does that mean for this 45mm-wide steel and titanium Carrera watch with a dressed-up version of the in-house made caliber 1887 movement – that TAG Heuer is calling the caliber Heuer 01? It means TAG Heuer CEO Jean-Claude Biver is borrowing from his own success at watch brand Hublot (also an LVMH group company) and offering something with the same type of aesthetic look as the modern Big Bang, but much more affordable and at TAG Heuer. It’s brilliant, will likely piss off a lot of TAG Heuer traditionalists, and will ultimately be a sales success.
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