Baselworld 2016: TAG Heuer Live Report

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In recent years TAG Heuer had been hopelessly lost and trying to find itself.  Well, leave it to Mr. Biver to save the day.  Mr. Jean-Claude Biver’s strategy is simple but effective –  revive the Heuer part of the brand.  His team is requesting feedback from collectors and industry veterans on the best models.  In fact, there is a contest which started today where anyone can vote for their favorite Autavia model, and the model with the most votes will go into production in 2017.


Today Tag Heuer presented the re-edition of Monza.  It is a numbered special edition series (not limited).  There is heavy emphasis on resurrecting the old Heuer that has the pre-TAG logo, fonts, as well as pulsometer and tachymeter on the dial.  The 42mm case is made of grade 5 titanium with a PVD coating.  Even though it is slightly larger than the original edition, it is much more comfortable to wear due to the lightweight titanium.



The movement inside the Monza re-edition is an ETA 2894-2 with a chronograph module.  The red accents on the all black dial and case makes you think of racing a Ferrari down the F1 track.



Other model TAG was showcasing was the smart connected watch.  Mr. Biver in his press conference said that in ten years’ time you will laugh at the early days of smart watches and think how silly they were.  We are in a very early stage of smart watch (re)evolution.  The watch is extremely light on the wrist and very easy to configure and readable under most conditions.  The functionality always remains a question and perhaps that’s what Mr. Biver was referring to the early stages of evolution.