Today I take a look through Tag Heuer's 2025 Watches and Wonders releases. Connected to the brand's history, I think this year's releases, while exciting, are indicative of a wider problem Tag Heuer have. Who they are and who they make watches for. With fashion-first quartz watches on the entry level end and expensive collector's only pieces on the other, their brand catalogue can certainly be confusing at times.
That's where I think Tag Heuer's problem is - it's time to decide what they want to be. In this video, I lay out the options - mass market entry-level, avant-garde skeleton models or vintage. To see great victories they need to decide on one and build their messaging and brand around that.
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Doug's Watches
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