The brand became TAG Heuer only after you got acquired by TAG. Any chance we're going back to just Heuer"?
[Laughs] This is a very hot topic. I can give my professional answer and my personal answer. For nearly 20 years, I collected vintage Heuer chronographs. It’s easy for me to say, Oh, yes, of course, Heuer is such a powerful brand” but that is very much the mindset of a collector. It’s important to remember that whilst we are very vocal and very influential, and we are sort of tastemakers, enthusiast forums where we often reside are also echo chambers of this kind of commentary.
The important thing to remember is that during the vast growth of the brand which occurred post-1986 and throughout the 1990s, our three biggest markets and they still are today are the US, the UK and Australia. In those markets, a lot of people don’t even know how to pronounce Heuer”, so when they walk into a shop, they say, “I want a TAG” or I want an Aquaracer” or I want a Carrera”. So the power of the name TAG, and how it connects to TAG Heuer and how these three letters are emblematic of what we stand for as a brand: Technical
Avant Garde, you know, the futuristic, innovative aspect of us as a company. It’s become profoundly clear that this is the name of the company and this is what we stand for.
Given the tremendous heritage, how does TAG design and innovate while keeping faithful to its historical references?
この記事は August Man SG の Issue 184 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は August Man SG の Issue 184 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
The One That Started It All
Girard-Perregaux celebrates 49 years of the Laureato, the timepiece that helped to kick-start the popularity of steel sports timepieces.
Return To Mont Blanc
Wes Anderson Brought US To Montblanc's Fictional Headquarters Several Months Ago. Now, He Shows Us More From The Collection.
Manners Maketh Man
The Principle Of Style Is Character, And The Core Of Character Is Conduct.
Slow Travel In Switzerland
The Swiss public transport system certainly aces the luxe factor with eye popping train rides, indulgent multi-course meals on a Belle Epoque era steamship, and even efficient luggage transport services.
A NEW DAWN IN SOLAR ENERGY
AUGUSTMAN SPEAKS TO MANDALA CLUB CHIEF SUSTAINABILITY OFFICER LILLY GILBERT ABOUT THE MOVEMENT THAT COULD CHANGE HOW BUSINESSES IN KEONG SAIK ARE POWERED THE MANDALA SOLAR COLLECTIVE.
THE POWER OF THREE
ONE OF THE MOST ICONIC IMAGES IN SINGAPORE TOOK THE FORM OF KOKILA PARVATHI, SITI AMIRAH (ALSO KNOWN AS CAMIRA ASRORI) AND SOBIKUN NAHAR ON THEIR WAY TO COURT. AUGUSTMAN SPEAKS TO THEM ABOUT THEIR IDEAS ON COMMUNITY ORGANSING, AND ABOUT RETHINKING OUR THOUGHTS ON POWER.
FLIGHT OF THE NARISAWA BEE
The esteemed Chef Yoshihiro Narisawa shares with us the intimate details of his brand's expansion into Singapore and what having the Mandala Club as its permanent address means to him.
DRINK THROUGH SPACE AND TIME
Preferably with a dram of The Macallan, in hand. The famed whisky maker celebrates 200 years of making perfection.
AND BUTCHER'S BLOCK MAKES IT THREE
SINGAPORE'S CHAPTER OF THE DOM PÉRIGNON SOCIETY HAS INDUCTED A THIRD MEMBER, RAFFLES SINGAPORE'S BUTCHER'S BLOCK, GIVING DISCERNING DINERS BETTER ACCESS TO THE EPICUREAN SAVOIR FAIRE THAT COMES WITH THE MARK OF THE SOCIETY.
AMERICAN SPIRIT
ROB SAMUELS, THE EIGHTH-GENERATION WHISKY-MAKER AND MANAGING DIRECTOR OF MAKER'S MARK, EXPLAINS WHY THE BRAND'S CELLAR AGED EXPRESSION IS A PEAK INTO THE FUTURE OF BOURBON.
