TAG Heuer's new Series 2000 gets new look<\/p>\n
JAKARTA (JP): The 2000 Series, TAG Heuer's acknowledged
\nflagship, has been relaunched with a fresh look that aims to
\ncombine strength with elegance. An admittedly fanciful parallel
\nthat comes to mind is the progression of the cyborg from brute
\nstrength in Terminator I to fine honed ruthlessness in Terminator
\n2.<\/p>\n
Chief Executive Officer Christian R. Viros uses the example of
\nthe Porsche, modernized in keeping with the spirit of the times,
\nyet retaining its quintessential character. The face-lift given
\nto the 2000 Series is a continuation of the philosophy of the
\nline, an evolution rather than a revolution, explains Viros, the
\nman who turned the company around in the 1980s. \"We're selling a
\ndream with technical content,\" he adds.<\/p>\n
Stylistic research was begun in 1985, and the distinctive look
\nof the 2000 Series created then set the style of TAG Heuer. In
\ndesign terms, any detail considered extraneous has been
\neliminated from the new 2000 Series. Accents have been given to
\ncertain elements. For instance, the \"12\" mark, the point from
\nwhich each time cycle starts and ends, is the only numeral and is
\nvery strongly delineated. There is a subtle but consistent use of
\nfaceting in different parts like the bezel, studs and links of
\nthe watch bracelet.<\/p>\n
\"Function\" is always a factor as is evidenced by little
\ntouches like the hour markers being of tritium and therefore
\nvisible in the dark.<\/p>\n
The TAG Heuer 2000 Series comes in two finishes, matte with
\nall surfaces sapphire blasted, as well as in a luminous effect.<\/p>\n
The emphasis of TAG Heuer's 2000 Series is not as a fashion
\nstatement but as something classic. One of the highlights of the
\nlaunch last week was an exhibition of photographs showcasing the
\n\"classic\" product icons of our time, from the Barbie doll to the
\nBurberry raincoat.<\/p>\n
Equally interesting was a dialog on the various aspects of
\nform, function, technology and design, presented via a sleekly
\nmade film that included contributions from American architect
\nRichard Meier, and Series 2000 designer Eddy Schopfer.<\/p>\n
From the inception of the Heuer name in 1860, the philosophy
\nwas centered around sports and measuring time in sporting events
\nusing high technology. Even after the TAG Group bought the
\ncompany, they did not stray from the decision to concentrate on
\nthis sporty image; they are careful not to fall into the trap of
\ndiluting their image by producing watches that try to be all
\nthings to all people.<\/p>\n
The focus has, however, shifted subtly over the years to
\nestablish TAG Heuer as not just a sports watch, but as a
\nprestigious sports watch.<\/p>\n
That Christian R. Viros himself was in town for the launch is
\nan indication of the importance TAG Heuer places on both the 2000
\nSeries and the Indonesian market itself, especially the emerging
\naffluent middle class. Explaining TAG Heuer's growth in
\npopularity in Indonesia since it was first introduced to the
\nlocal market nine years ago, Irwan Danny Musry -- managing
\ndirector of Time International, the local partner of TAG Heuer --
\nsays that it was a classic case of being \"in the right place at
\nthe right time\".<\/p>\n
Fashion trends were changing and the market was ready to
\naccept the radically different look of the TAG Heuer watches. He
\nalso feels that slowly, the local buyer is becoming more watch-
\naware, wanting more information on the keepers of time that they
\nwear around their wrists, and wanting real value for money.<\/p>\n
Keeping this in mind, great importance is being placed on
\ninfrastructure at TAG Heuer, with, for instance, the
\nestablishment of a sophisticated service center.<\/p>\n
Upon asking for a profile of the TAG Heuer customer, the
\nconsensus seemed to be that, predominantly, it is the young,
\nsuccessful male, aged between 25 to 40, sporty, often with a
\npreference for the outdoors. Apparently, however, the initial
\ncustomer ratio of 80:20 in favor of men is changing to a more
\nbalanced one of 60:40. In a price range of Rp 1.5 million to Rp 2
\nmillion (US$652 to $869) and a product range of about 20 to 23
\ntypes, the new Series 2000 watches are available in over 20
\nstores in Jakarta itself, such as the Hour Glass watch boutique
\nin Plaza Indonesia.<\/p>\n
-- Parvathi Nayar Narayan<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/tag-heuers-new-series-2000-gets-new-look-1447893297", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }