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Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887

Dear Jean-Christophe, Dear Jeff, Dear Friends,

Coming from Marketing and Press I guess one point in the discussion should be the Image transfer. If you link a brand to your brand the key objective is that one can obtain some positive addons for my brand, in the watch and motorindustry we have seen many technology and image transfer actions in the past and will even see more in the future.

Today you can find Ford engines in Jags, Jag derived engines in Astons, Audi engines in Lambos, BMW engines in Rolls, Mercedes engines in McLarens....
Niki Lauda said being ask by a Journalist while driving his Jaguar X type estate, how he feels sitting in a Mondeo:
'I feel save as the car has the best crashcell of the entire industry'
He gave a good argument for the customer to accept a lower price postioned brand technology transfer for affluent buyers of the Jaguar luxury brand.

When Rolex put the Valjoux 72 (movement supplier only) in the Daytonas it worked well for them for a very long period and they have emphasized on the high quality finishing of the movement.
Same story for Patek with the Lemania derived movement. At Patek it helped in the past that Lemania as a watchbrand is hardly existant.
For Rolex I guess it became more difficult with the Zenith movement as Zenith is active in the watch market, hence the change.

Seiko stands for durable quality at a reasonable price, further Seiko stands for strong inventions ( some of the older watch gurus might still feel the pain in their bones as the Japanese nearly killed the Swiss industry during the quarz revolution with their efficency), Seikos are tool watches and more importantly Seiko has a long and very credible history in producing high quality mechanical movements. Arguments for positive image transfer...?

Gerd RĂ¼diger Lang said recently during an interview for my latest Heuer story in Chronos:
'The difference between a quarz and mechanical watch is that the quarz watch wanders in the dust pin after five years and the mechanical chronograph after 100 years in the museum'

I feel that TAG Heuer will have some great opportunities for 2010, the product actions with the limited edition Monaco, Silverstone and the V4 are fantastic and very well perceived, my sincere congratulations, fantastic ongoing image building work ! The used tools are all top quality, just thinking of the amazing Steve Mcqueen book, two F1 champions in the team for 2010 and I admire also the enviremental route.
The vintage heuer brand found a new european forum in Italy beside the Rolex forum on Vetroplastica with lively discussions and the European top end Press gave us incredible interest and space to write stories about our beloved brand.

Onthedash has constantly involved its database and has oncemore further envolved its leading websource role.

Maybe a downside for longtime collectors is that the prices for some models have gone up so dramatically reaching vintage Rolex price level..:-)

I am currently researching a story for a German watch magazine about Heuer and the Bundeswehr relation ( development, prototyping, Heuer-Bund procedure...) it is planned to appear in spring and will be in coauthorship with Gerd RĂ¼diger Lang.
The pilots chronographs have been one of the strong gainers this year, the size is perfect and the flyback would be on my wishlist to return.
Beside the racing breed watches a rugged tool watch could be a worthwhile addon to the portfolio brought down to the world by a decending goodess...

Jean-Christophe many thanks for your kind Christmas wishes !

Happy xmas and good Heuer hunting for 2010...



: Hello everyone on ! I'm JC, the CEO of TAG Heuer and
: first and foremost wish you all a very happy new year thanking
: you for your passion for Heuer and TAG Heuer.

: As indeed there has been a controversy on our new Calibre 1887
: movement, I owe you some direct and personal explainations so
: that as Heuer specialists and passionate lovers you have a
: direct understanding of what's going on.

: Like in 1968 when Jack Heuer luanched the Cal11 project teaming
: with several partners, we decided more than 3 years ago, instead
: of re-inventing the wheel (which we did on the Monaco V4,
: currently being launched with already 85 units delivered out of
: the 150 from the 150 years limited edition, to acquire some IP
: rights from Seiko Instruments Inc. in Japan as they had
: developped a remarkable construction never industrialized nor
: really developped in large quantities, an named TC78. This IP
: was very interesting as allowing us to bridge the gap between
: our modular 28.800 alt Dubois-Depraz Cal 11 and 12 (Monaco,
: Silverstone) and our integrated 36.000 alt Calibre 36 done on a
: Zenith El Primero base. The TC78 IP was matching virtually all
: our requirements in terms of architecture (integrated, column
: wheel, oscillating pinion), versatility, evolutivity rather than
: performances, reliability and potential for important
: productions at reasonable costs. We obviously could have somehow
: gone around that IP as many Brands would have done, coming up
: with a slightly different construction but that would have been
: highly unethical. Therefore we contacted SII and had the chance
: to find highly competent people just eager to see their great IP
: becoming a real volumetric high end movement as until then SII
: had only produced few thousands only but never really
: industrialized it.

: And so the work started which basically was like developping a new
: movement from scratch as our swiss team in La Chaux-de-Fonds,
: redesigned entirely the blueprints filing them legally in
: Switzerland, re-developped several key components, decided to
: move to a swiss assortment and changed the dimensions slightly
: enlarging the diameter but reducing the thickness. All plans
: have been developped in Switzerland as well as all the
: prototyping. Initial prototypes were powered by a SII assortment
: until we decided to change for a Nivarox FAR specific
: development as Nivarox FAR had some capacity to do that unlike
: in 2007 when we first asked them (at this time remember the
: market was up 15% a year an no Company had any capacity). In
: parallel we invested more than 20 mio $ in state of the art dry
: automatized milling technology allowing to produce internally in
: La Chaux-de-Fonds the main plate and bridges at speeds, costs
: and micron-precision unheard before in the industry (and being
: oil-free it's also greener than any other watch factory in
: Switzerland), getting close to 100% of pieces accepted without
: corrections ! we also have developped with another swiss company
: the 1st ever fully automatized jewels setting automat, capable
: to sort and pick-up the right stones under a micron-camera
: video-computerized control and setting the jewels on the plate
: and bridges again at an incredible speed with utmost precision
: and again very limited fall-off. We work with 22 suppliers,
: including 21 from Switzerland and SII from Japan supplying some
: screws, pionions and cut parts.

: The controversy was born out of two factors probably - fuelled by
: "smart" competitors perhaps - which I would summarize
: as follows:

: - we wrongly did not mention the IP in our Press Release and surely
: were too bullish in our "100% home-made" statements as
: indeed many parts are made by other swiss partners and not
: entirely by us. Said that we already do internally more than
: many so-called Manufactures !

: - we acquired a japanese IP which apparently is a sacred cow in our
: Industry ! Indeed, in the recent past several other high end
: Brands have acquired IPs from competitors to develop their own
: movements but this created no big issue as these competitors
: were either swiss or german. I have underestimated the emotional
: dimension of Japan for most swiss companies. Probably an
: american IP too would have created a lot of controversy too as
: well as wrongly american watches are snobbed by many swiss
: companies like japanese - as if some countries were allowed to
: have good watchmaking ideas (Switzerland, Germany) and others
: not (Japan, US...)? In a global world one has to take the best
: where it exists. So was the TC78 IP. And this is what we did.
: This does not prevent our movement to by by all means SWISS MADE
: !!!!

: Said that TAG Heuer is perfectly capable to come up with its own IP
: and patents when it's not about doing something conventional but
: really revolutionary like a Caliber S or the Monaco V4 not to
: mention the Caliber 360. But even if the V4 IP is TAG Heuer's
: and 100% swiss, still its belts are it a
: sin ? I should ask to our detractors.

: Since that controversy the Swatch Group has disclosed its intention
: to stop supplying the Industry of movements and parts such as
: the assortments. It has created a lot of buzz, at least in
: Switzerland. We read the newspapers like anyone and take good
: note, assessing scenarii and options should it materialize as
: Swatch Group claims they will do it. Today we are one of the
: major Clients of ETA in terms of mechanical movements but also
: hands and we are very happy with their quality, service and
: customer-focus. Now if they want to stop we'll find some other
: ideas but it would be a pity as we ever worked with them, at
: least since the early 1980's and are probably one of their
: oldest, largest and most loyal Customer over the last 25 years.
: We have gone thru 150 years of history and nothing will prevent
: us to write another 150 years anyhow. So let's wait and see.
: You'll be amazed by the Caliber 1887 and judge it by yourselves.
: Now, a bet ? In which series will TAG Heuer launch it in Basel
: 2010 ?

: Best regards and Happy new year - JC Babin

Messages In This Thread

Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Mr. Babin, you're posting here is much-appreciated ...
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Jean-Christophe: Thank You for This Message
My money is on a Carrera *NM*
Re: Faithful repro of Carrera or Pvd Monza.
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Named after the year Heuer has introduced pignon oscillant? *NM*
More Media Coverage on Perpetuelle.Com
My Comments, Posted on Perpetualle
Re: My Comments, Posted on Perpetuelle
Hello OnTheDash, and...
Thanks for the Message, Kyle
. . . and In WorldTempus.Com
Re: . . . and In WorldTempus.Com
Who Can Translate (or Paraphrase) the French
Re: Who Can Translate (or Paraphrase) the French
Your translation is better than Microsoft's "Bing" version!!
Merci beaucoup! Machine will never replace humans.. LOL *NM*
Post Questions About Cal 1887; Then We Can Ask JCB to Visit
Possible configurations
Marketing asset too
cain and abel?
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
Jean-Christophe Says that Registers are at "3" and "9"
Re: Jean-Christophe Says that Registers are at "3" and "9"
Great Reporting, David!! Well Done, Jean-Christophe!!
Thanks Jeff
Seiko Flightmaster
Seiko based 1887
Re: Controversy About the New TAG-Heuer Mvmnt: Cal 1887
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