TAG Heuer's new Series 2000 gets new look

TAG Heuer's new Series 2000 gets new look

JAKARTA (JP): The 2000 Series, TAG Heuer's acknowledged
flagship, has been relaunched with a fresh look that aims to
combine strength with elegance. An admittedly fanciful parallel
that comes to mind is the progression of the cyborg from brute
strength in Terminator I to fine honed ruthlessness in Terminator
2.

Chief Executive Officer Christian R. Viros uses the example of
the Porsche, modernized in keeping with the spirit of the times,
yet retaining its quintessential character. The face-lift given
to the 2000 Series is a continuation of the philosophy of the
line, an evolution rather than a revolution, explains Viros, the
man who turned the company around in the 1980s. "We're selling a
dream with technical content," he adds.

Stylistic research was begun in 1985, and the distinctive look
of the 2000 Series created then set the style of TAG Heuer. In
design terms, any detail considered extraneous has been
eliminated from the new 2000 Series. Accents have been given to
certain elements. For instance, the "12" mark, the point from
which each time cycle starts and ends, is the only numeral and is
very strongly delineated. There is a subtle but consistent use of
faceting in different parts like the bezel, studs and links of
the watch bracelet.

"Function" is always a factor as is evidenced by little
touches like the hour markers being of tritium and therefore
visible in the dark.

The TAG Heuer 2000 Series comes in two finishes, matte with
all surfaces sapphire blasted, as well as in a luminous effect.

The emphasis of TAG Heuer's 2000 Series is not as a fashion
statement but as something classic. One of the highlights of the
launch last week was an exhibition of photographs showcasing the
"classic" product icons of our time, from the Barbie doll to the
Burberry raincoat.

Equally interesting was a dialog on the various aspects of
form, function, technology and design, presented via a sleekly
made film that included contributions from American architect
Richard Meier, and Series 2000 designer Eddy Schopfer.

From the inception of the Heuer name in 1860, the philosophy
was centered around sports and measuring time in sporting events
using high technology. Even after the TAG Group bought the
company, they did not stray from the decision to concentrate on
this sporty image; they are careful not to fall into the trap of
diluting their image by producing watches that try to be all
things to all people.

The focus has, however, shifted subtly over the years to
establish TAG Heuer as not just a sports watch, but as a
prestigious sports watch.

That Christian R. Viros himself was in town for the launch is
an indication of the importance TAG Heuer places on both the 2000
Series and the Indonesian market itself, especially the emerging
affluent middle class. Explaining TAG Heuer's growth in
popularity in Indonesia since it was first introduced to the
local market nine years ago, Irwan Danny Musry -- managing
director of Time International, the local partner of TAG Heuer --
says that it was a classic case of being "in the right place at
the right time".

Fashion trends were changing and the market was ready to
accept the radically different look of the TAG Heuer watches. He
also feels that slowly, the local buyer is becoming more watch-
aware, wanting more information on the keepers of time that they
wear around their wrists, and wanting real value for money.

Keeping this in mind, great importance is being placed on
infrastructure at TAG Heuer, with, for instance, the
establishment of a sophisticated service center.

Upon asking for a profile of the TAG Heuer customer, the
consensus seemed to be that, predominantly, it is the young,
successful male, aged between 25 to 40, sporty, often with a
preference for the outdoors. Apparently, however, the initial
customer ratio of 80:20 in favor of men is changing to a more
balanced one of 60:40. In a price range of Rp 1.5 million to Rp 2
million (US$652 to $869) and a product range of about 20 to 23
types, the new Series 2000 watches are available in over 20
stores in Jakarta itself, such as the Hour Glass watch boutique
in Plaza Indonesia.

-- Parvathi Nayar Narayan