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