![]() ![]() Comprising two stainless steel models and a titanium variant, the trio prove a marked deviation from the traditional aesthetic of the collection. The Swiss manufacture has added three new timepieces to its impressive Seamaster Aqua Terra Worldtimer collection. Designed to track every time zone on the planet, the new Omega Seamaster Aqua Terra Worldtimer proves utilitarian in its function and stylish in appeal. With global travel well and truly back, the time is ripe for a new Worldtimer release. And I want it to be strong and desirable now, but of course, in 10, 20, 30 years.” I mean, the brand will be close to my heart my whole life. We went from 4,000 doors to 2,500 with a business that continues to grow.”Īs for the near future, “the year that excites me the most is 2026 and the products and the plans that are going to come then. “So we changed the whole mindset in the company in that regard and started with products, then distribution and with huge changes there as well. ![]() Not enough about the product design, exclusivity, value. We were stuck in a mentality where we said, ‘We have to dominate in the price point,’ and we were talking far too much about the price. “We had to enter a journey of repositioning-the products, investment of quality, value, the icons. Yes, it was during difficult times, but what attracted me the most was the brand challenge at TAG Heuer. And I think that’s really what I enjoyed about it. And the brand was extremely strong, but it needed to be transformed. Maybe I shouldn’t, but I like challenges in life. It’s an answer that comes framed by the pandemic and the fact he took the top seat in June 2020. Of what propels Arnault-beyond product, innovation, heightened brand plays-the youthful boss points to problem solving and challenges. So yes, that’s a new thing at TAG Heuer.” And that comes with exclusivity and the management of the product. Yes, they want to wear the piece, but they want to make sure that it’s going to keep growing in value. We give that stability to the customers because the customers, on high price especially, want to make sure they’re making a good investment. But to position as a strong luxury brand, it’s extremely important… I think it’s also important that we have pieces on which we control the production. “When I joined, exclusivity was not a word that I was hearing much. It’s an exceptional timepiece.”The Plasma escalates the exclusivity factor at TAG Heuer, a rise in brand presence that aligns to some of Arnault’s hires, notably Cartier’s high complication specialist Carole Forestier-Kasapi and Rolex’s movement director Emmanuel Dupas. There’s a lot of manual work that goes on after the diamond is grown, to fine-tune it in the right shape. The price point, Arnault explains, is “a consequence of the innovation. And this new vision, which is using lab-grown diamonds to create new shapes and new textures, would be impossible to do with natural diamonds. And that’s how we came to lab-grown diamonds. It needs to be on-brand, an innovation angle. Because we’re not just going to put diamonds on our watches and make them more feminine. Well, why not also look at more jewellery segments on the watches? But if we go there, we need an angle. See too TAG Heuer’s most expensive ever piece, the half-million-dollar Carrera Plasma and what it represents, especially as there’s an alleged two years’ worth of orders for it. See the Solargraph and this year’s exceptional Glassbox. It was really a key priority for us to reposition that.”Īnd so he has. “I feel that five, six years ago, the product was probably not as strong as the brand. “I think that’s fair to say, yes,” Arnault tells Robb Report ANZ over a bottle of sparkling water in Geneva. Necessary moves, given it had-for a while there-become a little too ubiquitous. Well, after all, who rules the world (sorry Beyoncé)? Arnault is a geek (“I come from tech”) just as he’s an heir-see that surname-just as he is, at the age of 28, a determined and focused CEO leading TAG Heuer into areas of newfound elevation and excitement. Frédéric Arnault is happy to admit he’s a geek. ![]()
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