Hmmm... Tag Heuer repositioning itself!
TAG Heuer Interim CEO Jean-Claude Biver Confirms TAG's New Pricing & Brand Strategies | aBlogtoWatch
'Ariel Adams: You've just taken the role as interim CEO of TAG Heuer, based on your larger position heading strategy for watches at LVMH. Did you anticipate the former CEO Stephane Linder's departure? What do you intend on doing during your time as CEO?
Jean-Claude Biver: I have already contributed to reorganizing a few brands such as Blancpain, Omega, and lately, Hublot. Each time, I try first to learn, listen from the management before making any decisions. I also try always to help the management and to make any effort in order to maintain as much as possible the existing management. I have done exactly the same this time, and therefore, did not anticipate any departure of anybody. Now that I have taken the position as interim CEO, I will pursue the implementation of the new policy, which is to concentrate all our efforts on our strong and historical price segment, which is the segment between $1,500 to $5,000.'
'Ariel Adams: TAG Heuer has traditionally been considered an excellent entry-level and mid-tier luxury watch brand – with, of course, a heavy emphasis on a sporting lifestyle. What will you do in the coming months to further strengthen and reinforce this position for the brand?
Jean-Claude Biver: We will follow and pursue this politic and positioning of the brand. We will try to attract even more than before the young generation and young customers. Also, thanks not only to avant garde and attractive products, but also together with new ambassadors coming not only from the sports world, but also from lifestyle or the music world.'
Seems like we can expect less special editions and technological breakthroughs from TH. Perhaps more sports endorsements like Cristiano Ronaldo as well.
I guess swatch group will leave the $5,000 to $8,000 segment to Zenith and $8,000 and above to Hublot.