Precious Museum Pieces Travel the World from La Chaux-de-Fonds

—An event is being held to showcase historical pieces from the museum at TAG Heuer's headquarters in La Chaux-de-Fonds, Switzerland, at 10 locations worldwide. What led to this initiative?

BiverWhen I became the head of the watch division at the LVMH Group, my very first visit was to the TAG Heuer museum. It was then that I was once again astonished by the history and tradition that TAG Heuer has built. I learned about the brand's innovation and the fact that TAG Heuer watches have been used at key moments in historical events.

For example, TAG Heuer was on the wrist of John Glenn, the first American astronaut to orbit the Earth. TAG Heuer has also contributed to timing at the Olympics. The museum held so many incredible surprises that I felt compelled to share them with people around the world; simply waiting for visitors wasn't enough.



—In Tokyo, historical pieces related to motor racing were displayed. Is there a specific reason for this?

BiverI am delighted that this topic was chosen for Tokyo. For TAG Heuer, "speed" and "motor racing" are part of our brand DNA.

The reason is that Japanese enthusiasts deeply resonate with TAG Heuer's speed-related stories. Furthermore, there are many enthusiasts of chronographs here.

I am proud that this process itself was an innovative approach.

—It doesn't feel like a mere reissue; the impression is remarkably modern. I found it quite refreshing. Mr. Biver, how do you feel about the finished "Autavia"?

BiverEven when reissuing, we don't want to simply copy the past. I believe there's no point in creating something that directly competes with the original.

Rather, what should be reissued is the spirit of the original. I believe it's important to faithfully recreate that spirit, and when collectors see it, they must be able to immediately recognize, "Ah, this is different from the Autavia of the past!"

In that sense, this "Autavia" also possesses modernity. The case diameter has been increased, and it is now equipped with an automatic movement. The case back is transparent.

Page 02.TAG Heuer's Great Leap Forward: A Further Chapter in Its Success Story

TAG Heuer's Great Leap Forward: A Further Chapter in Its Success Story

—In an industry facing challenges, TAG Heuer is one of the most successful brands. What do you attribute this success to?

BiverI believe there are several reasons. Firstly, it's a brand that effectively communicates with new generations. Secondly, when you compare the perceived value based on appearance with the actual price paid, the perceived value is always higher.

It's also accessible luxury. It embodies modernity. It has a dynamic design. I believe these factors resonate with our customers.

—Why is the visual appeal so high?

BiverBecause I am meticulous about it (laughs).

No, I place great emphasis on that. The reason is that I always focus on ensuring that the perceived value consistently exceeds the actual price. I do this intentionally.

Typically, watch manufacturers set prices based on cost calculations: this watch costs X, the margin is Y, the profit is Z. However, customers can only judge by appearance. Therefore, at the pricing stage, I establish the perceived value that we can convey to customers as a crucial benchmark.

—Could you elaborate? For instance, with an 18K gold case, TAG Heuer uses a composite construction, allowing gold to be used selectively, thus reducing the price… Is it that you scrutinize the details so rigorously?

BiverYes. Another point is that, as you know, TAG Heuer manufactures most of its parts in-house. This means that if we put in the effort, we can reduce production costs. This is the strength of our manufacture, and it's the result of our business model, which doesn't rely on external suppliers.

—I see. The future looks very promising. How will the brand evolve from here?

BiverI have a strong passion for this brand, a clear vision, and high expectations.

The reason is that I believe this brand is the most undervalued among the top five Swiss watch brands.

—What do you mean by "undervalued"?

BiverConsidering its actual positioning, it should rightfully be ranked second or third among Swiss watch manufacturers, but currently, it's settled for sixth place.

I believe our customers understand the value of TAG Heuer. Therefore, I don't think our customers are undervaluing it. However, in terms of actual sales volume, we are currently sixth, despite possessing the capability to be second or third.

“The philosophy and message of TAG Heuer are built on three rules:

1. TAG Heuer must be «Avant-Garde».
2. TAG Heuer must be «an accessible Swiss luxury watch brand».
3. TAG Heuer watches must offer added value at least twice their retail price.

If these fundamental rules are adhered to, it will become the benchmark for "accessible" Swiss luxury watch brands.”