With Frédéric Arnault at its helm since 2020, the 163-year-old Tag Heuer has gone through an invigorating shake-up, with 2022 becoming “the best year ever in terms of sales for us, where we had solid growth everywhere in the world,” the CEO says. “If there’s one word that summarises it, it’s ‘dynamism’—a lot of novelties, some were groundbreaking innovations and some that were nice evolutions of existing stories, and a lot of events and marketing activations throughout the year.”
Arnault describes how Tag Heuer’s brand innovation journey includes rethinking its distribution strategy: by shuttering some 1,500 multibrand points of sale from 2019 to 2022, and investing in mono-brand boutiques, of which more than 50 opened last year, and another 50 are set to launch this year. The plan also includes repositioning the brand as a high-end watchmaker, while not neglecting its entry-level price point timepieces and collections.
But watches remain at the heart of Tag Heuer. The elegant Carrera, a main pillar of the brand, will receive
plenty of airtime this year on the occasion of its 60th anniversary. The Connected watch, a key push since 2015, now boasts the Golf Edition as a flagship product, with more than 500,000 users and more than two million rounds of golf played having been tracked on the TAG Heuer Golf app last year. And the brand’s 2022 launches, such as the Aquaracer Professional 200 Solargraph and the Carrera Plasma Tourbillon, are evidence of its focus on innovation and technology.
Carrera Chronograph 60th Anniversary: In a limited run of 600 pieces, the Carrera Chronograph 60th Anniversary marks 60 years since the debut of Jack Heuer’s Carrera, the instantly recognisable chronograph with its high-contrast panda dial and classic profile. This commemorative edition features the same colourway as the reference 2447SN Heuer Carrera launched in the late ’60s, but now with the 60-minute and 12-hour counters swapped, and with Super-LumiNova in place of radioactive tritium. Housed within a polished steel case of 39mm is the Heuer 02, the brand’s in-house automatic chronograph movement, which provides 80 hours of power reserve. A vintage Heuer logo adorns the sunray-brushed dial, a nod to the birth of the icon.
Connected Calibre E4 Golf Edition: In this year’s edition, new algorithms improve on its predecessor to better suit the particular requirements of golfers, so that the timepiece lives up to its slogan: “No distractions, just golf”. Fitted with an accelerometer, gyroscope and compass, the latest Connected Calibre E4 Golf Edition boasts the Full Shot Tracking function: start a round on the 42mm watch, and it automatically keeps score by detecting and tracking all shots and puts—no further interaction required. By allocating statistics and distances to the club wielded, the data is collected to improve future club recommendations. Even better, the redesigned interface offers high-resolution 2D maps of more than 40,000 golf courses around the world, showing hazards and distances.
Monza Flyback Chronometer: Named after the racing circuit north of Milan that is renowned among racing fans for its exhilarating corners and blistering speeds, the Heuer Monza was introduced in 1976, in recognition of Niki Lauda’s 1975 F1 World Championship win. This edition embodies the same racing spirit and performance timekeeping with its in-house Calibre Heuer 02 Flyback, a COSC-certified chronograph movement; the flyback function was previously only available in the Tag Heuer Autavia. Reintroduced in a lightweight, resistant carbon case with unique swirls, the 42mm Monza Flyback Chronometer is distinguished by a skeletonised black fine-brushed dial with a minute chronograph counter at 3 o’clock and a permanent second indicator at 6 o’clock.
This article originally appeared on Grazia Singapore.