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Baselworld Daily News | March 19, 2016 - TAG Heuer / Longines / Boucheron

10 WATCHES DA ILY N E W S SATURDAY, MARCH 19, 2016 LONGINE S ENRICHE S T HE D OLCE V I TA COLLEC T ION SO CONNECTED JE AN - CL AUDE BI V ER COLO URF ULLY TALKS PA R T NERSHIPS A ND CONNEC T ED WAT CHE S Interview by Elizabeth Doerr ELEGANCE AND A MEDITERRANEAN CHARISMA T he CEO of TAG Heuer, who is simulta- neously LVMH’s Group Watch Division President, shares the latest news and strategies of the Swiss traditional brand that is synonymous with luxury chronographs. BWDN: You’ve been at TAG Heuer for 15 months now as its CEO ad interim. What are you particularly proud of? Jean-Claude Biver: Since the beginning of 2015 we have been able to reconnect TAG Heuer to its message, which is “Swiss Avant-Garde since 1860”. The product, the customer, and the percep- tion of the brand is now much younger and coherent with the message and the philosophy of the brand. How does TAG Heuer plan to continue selling its watches successfully, even in a down market? For the moment there is no down mar- ket for TAG Heuer as we are still expecting double-digit growth for this year. And please note that the down market helps strong brands to gain mar- ket shares, and that’s exactly what we are trying to achieve every day. What markets are doing well for TAG Heuer? All our markets with no exception are doing well. But, in particular, I would say Japan, the U.S., the U.K., and Germany. Please tell us about the many partner- ships with other fields you have devel- oped since you took over TAG Heuer? tunity. The rest was just human relation and friendship. TAGHeueristhefirsttraditionalluxury brand to fully embrace the connected watch. How has it performed? Our Carrera Connected watch is certain- ly the biggest single success of our histo- ry. To sell 80,000 pieces in a few months of one single reference is quite unusual at our price levels. I believe that we wrote a piece of history in Swiss watchmaking with our TAG Heuer Carrera Connected. Unfortunately for us and our customers there is still frustration because we can- not supply according to the demand, which has been four times bigger than our most optimistic forecasts. How do you reconcile the mechanical watch and the smartwatch? There is no disconnection with the Carrera Connected, especially because you can hardly see the difference between the Carrera Connected and the Carrera Heuer 02 Tourbillon. Only the price is different, and this differ- ence is easy to understand for each of our customer. What can visitors to your Baselworld stand expect to find that will make them say wow? I think that we have a wow piece for each customer, each taste, each price level. Each customer must find the right and best watch in our collection providing they are looking in a price range between 1,500 and 10,000 U.S. dollars. Considering the success so far this year, I feel that we will have by far the best Baselworld ever. by Sabine Zwet tler E legance is inherent in the DNA of the Longines brand, but few of the label’s watches for ladies embody elegant sophistication more impressively than the fittingly named DolceVita, which debuted nearly a dec- ade ago. Aficionadas appreciate its rec- tangular case and dial, which evince extraordinary love for details, e.g. in the delicate flinqué décor on the black, silver-coloured or mother-of-pearl dial. The Roman numerals adapt to match the rectangular shape, while the small second-hand runs its orbits above a rectangular subdial at 6 o’clock. At Baselworld, Longines introduces new variants in gold and stainless steel, as well as in stainless steel with and with- out diamonds. The massive rose gold crown and an accent in the same colour on the dial are harmoniously comple- mented by the bracelet, which is crafted from rose gold and steel. 1.0, D01 “For the moment there is no down market for TAG Heuer as we are still expecting double-digit growth for this year.” T he Reflet watch is more than just a timeless piece with its symbolic aesthetics based on a rectangular case in a gadroon shape – the DNA of the brand. Boucheron has been using the gadroon since the 19th century due to its luminous and vibratory qualities. In the new Bleu de Jodhpur version, which is unveiled at Baselworld, the case features a steel gadroon design, decorated with the emblematic crown in cabochon-cut sapphire. The straps of the Reflet watch are interchangeable – another technical and aesthetical feature. As a real transgenerational icon and with chain links lacking the modern elegance of its 1950s creations, Reflet draws on the taste of the day with its fashionable colours. As a homage to the blue colours of the Indian city of Jodhpur, the straps are available in blue alligator skin with a white inside lining or vice versa, in white alligator skin with a blue inside lining. The dials are equally sophisti- cated, featuring blue aventurine glass or white marble, reminiscent of the elegant Taj Mahal palace. Reflet is not only a timepiece based on pure lines, it also reveals its inner- most secrets: Boucheron’s motto for time is engraved on the back of the watches: “Je ne sonne que les heures heureuses” (“I count only the joyful hours”). Its secret signature reveals a hologram of the Place Vendôme on the sapphire glass of the watch. Wearing a Reflet watch is a bit like taking Paris and the magic of this city of light every- where with you! BOUCHERON REVISITS ITS REFLET COLLECTION by Kyra Brenzinger There is no disconnection with the Carrera Connected, especially because you can hardly see the difference between the Carrera Connected and the Carrera Heuer 02 Tourbillon. Only the price is different, and this differ- ence is easy to understand for each of What can visitors to your Baselworld stand expect to find that will make I think that we have a wow piece for each customer, each taste, each price level. Each customer must find the right and best watch in our collection by Kyra Brenzinger 1.1, B59 1.0, A25A Reflet Small Bleu de Jodhpur watches, Boucheron. DolceVita, Longines. Jean-Claude Biver, CEO of TAG Heuer. Since January 1, 2015 we have defined four communication platforms: sport, music, lifestyle, and tradition. In each platform you will find events, sponsor- ships, ambassadors, and friends of the brand. Just to mention a few: Red Bull in Formula 1 in sport, David Guetta and Coachella in music, Cara Delevingne and Chris Hemsworth in lifestyle, and for tradition we are continually develop- ing our museum. How did you manage to convince Red Bull to name the car and the engine after your brand, a first in the history of Formula 1? TAG Heuer has been in Formula 1 and deeply linked to it since 1966, 50 years ago. After such a long time being a part- ner of Formula 1, and motorsport in general, it is not so difficult to develop contacts and to convince teams that we belong to their world. As there was an opportunity to become title sponsor of the Red Bull Formula 1 team, we believed that we should immediately take advantage of such a unique oppor- T HE BR A ND A D OP T S INDIA N T IME W I T H I T S LIMI T ED EDI T ION BLEU DE JODHPUR

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