152 views

TAG Heuer’s millennial bait: The New Aquaracer

TAG Heuer Aquaracer Camo.

TAG Heuer Aquaracer Camo.

TAG Heuer is building a stable of millennial ambassadors in an effort to attract a younger clientele, and backing it up with a collection of Aquaracers aimed squarely at its target market. In addition to introducing the new millennial-baiting Smartwatch just before Basel, TAG Heuer debuted a new line of Aquaracers at Baselworld 2017 with entry level pricing, at $2,800 with automatic movements. The Aquaracer collection is priced from $1,500 to $3,950, with automatics beginning at $2,150.

TAG Heuer Aquaracer Camo.

The Camo and Khaki military-style Aquaracer models introduced last week at Baselworld are examples of how this collection offers great value for the price. The Aquaracer collection was launched in 2003 as a diver’s watch and these models have all the attributes of a quality sports watch. Both are water resistant to 300 meters, with cases made of Grade 2 titanium, with a matte black PVD treatment. The bezel is made of hardy ceramic, so it will not scratch, as the bezels on some other sports watches even at higher prices have been known to do. The bezel is unidirectional, so it works as a diver’s watch, and it has a minute track that is graduated with an index at every minute for the first 15 minutes, for countdown purposes. The date window at 3 o’clock is covered with a cyclops window in the anti-reflective sapphire crystal. The NATO strap on the Camo model is woven with threads of different colors, rather than printed with a pattern. The color of this model is a new take on the style, with blue replacing the usual green camo. TAG says it was inspired by the Siberian Tundra and calls it “Arctic” camouflage. The movement is the TAG Heuer automatic Caliber 5 a 4Hz movement that is also used in Formula 1 models. All of these qualities in a package priced at $2,800 represents great value for the price. Perfect for millennials.

TAG Heuer Aquaracer Khaki.

TAG Heuer Aquaracer Khaki.

This is the substance behind the growing stable of TAG Heuer ambassadors in that age group. But it is worth noting that while TAG’s ambassadors are young, it is not just their age that qualifies them as poster-millennials for the brand. It is their peer reach. J Balvin, a 31-year old Colombian rapper, songwriter and record producer who was inducted into the ambassador ranks at a press conference in Miami Beach last February, has 14.7-million Instagram followers. Cara Delivigne has 37.9-million. Bella Hadid posts to an Instagram audience of 10.7-million, and footballer Cristiano Reynaldo tops them all at 93-million followers. “It will make the TAG Heuer brand younger, trendy,” says CEO Jean-Claude Biver says of his strategy to reach a younger audience for the brand. “You will never change an older person’s mind, so we are going to people whose minds are not yet fixed. We have huge activity, thanks to these ambassadors.”

TAG Heuer ambassador J. Balvin.

TAG Heuer ambassador J. Balvin.

Mr. Biver says TAG Heuer had its best year ever in 2016, a year that was very difficult for most Swiss watch brands, particularly at the luxury level. The hope is that attracting millennials now and introducing watches at a low entry-level price point, they will later aspire to some of the brand’s more expensive offerings, including a tourbillon, in the future.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *