Luxury timing in sportswear

Golfer Targo Woods, tennis player Sharapova, basketball star Yao Ming, F1 driver Montoya and Raikkonen

The TAG Heuer that was first seen by the Chinese was always worn on the wrist by these famous athletes. He also looked at the TAG Heuer catalogue, the Golf series, the racing series, the diving series... So we are sure that “TAG Heuer” is a Professional sports watch brand. From 2005 onwards, it suddenly appeared on the wrists of Brad Pitt and Uma Thurman. The two Hollywood stars are world-famous, but their lives have nothing to do with any sport. . From the sports stars to the movie stars, TAG Heuer's huge spokesperson team began to make people feel puzzled: Is this the most famous sports watch brand in China has changed its direction?

It was LVMH's involvement that brought these changes to TAG Heuer.

Philippe Pal, chairman of the jewellery and watch division of the LVMH Group, pronounced “TAG Heuer”. The Frenchman’s reading was always like “Tanger Joel,” and a TAG Heuer’s latest version of the SRL racing watch was worn on his wrist. Above, letting his suit tie look a bit strange. Philippe Pal said very seriously: "The TAG Heuer is not a sports watch but a high-end luxury watch that upholds the spirit of sports."

The chairman from the world's largest luxury goods group is not satisfied with the usual understanding of TAG Heuer. He wants to let everyone know that since LVMH introduced TAG Heuer brand in 2005, TAG Heuer has been moving towards the high end. The road to luxury is making strides.

Founded in Switzerland in 1860, "TAGH" has been known for producing sport timers. From the patent of the first chronograph mechanical system in 1882 to the patent of the shaker adjustment wheel in 1887, the first time measurement system with precision of 1/100 second was introduced in 1916, and the first time was introduced in 1966. With a micro-timer accurate to 1/1000 second, and the first automatic chronograph system with a miniature dial introduced in 1969, the TAG Heuer features precise timing performance. Compared with many watch brands made in Switzerland, the price in the middle has never been seen as a luxury.

In Philippe Pal's view, there should also be affordable products in high-end luxury goods. “TAG Heuer’s products are not made for collection, but for more people to use. TAG Heuer’s luxury attributes are better quality, more features and better craft, not just Very high price."

What makes Philippe Pal proud is the development process of each TAG Heuer watch. Taking the professional athlete as the user's needs as a starting point, it has always been TAG Heuer's principle as a manufacturer of sport timers when designing products. LVMH's strong capital investment has given TAG Heuer a stronger backing for R&D and promotion. They invited the top person in each sports field to participate in the design of the theme watch.

“Our image spokesperson not only puts the product on the wrist and it's easy to take a picture. We got Tygo Woods and asked him what he needed for the ball when he played, and for the extra weight he could carry on the ball when he hit the ball. The requirements of surface abrasion resistance, the requirements for strap and wrist fit, the impact of hitting the ball on the impact of the watch, etc., TAG Heuer's design team is designed according to his needs to meet all the conditions of the product Philippe Pal is proud that Woods calls TAG Heuer "the first wristwatch that can still be worn when playing."

Similarly, during the R&D of the SRL limited edition watch that will be available in the second half of the year, LVMH, as a sponsor of the F1 team Mercedes-McLaren, will cooperate with the characteristics of the Mercedes-Benz SRL model to invite riders Montoya and Lai. Ke Ning was involved in the design and even finished product performance monitoring was completed in the F1 monitoring system. "So TAG Heuer's design and technical standards always adapt to the most challenging sports." Philippe Pal said.

There has been some kind of argument circulating in the square: If a man has a second good watch, it should be a sports watch. TAG Heuer in China, but many young people can not afford the Rolex table as the first choice of the table. Although LVMH's goal for "TAG Heuer" is to become a "precision high-end watch product manufactured in a sportsmanship," the market price of SRL is expected to be around 13 million, but the "TAG Heuer" brand is known to Chinese consumers. Because of the price of the product below 10,000 yuan. At the same time, Cartier's SANTOS series, Schaffhausen IWC manufacturing aviation watch, Audemars Piguet have released the Royal Oak Offshore Montoya self-winding chronograph and many other famous brands. In the field of sports timers occupy the high-end market, "Haiya" can become a high-end sports watch with the support of LVMH, or as Philippe Pal said, capturing young successful people, modern, keen fashion sense of the crowd, but also It takes a period of time and verification of a series of product market reactions.