AS CPO AT TAG HEUER. HOW DO YOU BALANCE HERITAGE AND TRADITIONAL WATCHMAKING CRAFTSMANSHIP WITH THE GROWING DEMAND FOR CONNECTED WATCHES AND SMARTWEAR?
At TAG Heuer, we are very lucky to have a rich heritage of more than 166 years, which is extremely important to us. Every time we create, we start by diving into our archives, because authenticity and meaning are essential to the creative process. That said, we never copy the past. We are an avant-garde brand, driven by innovation. We take inspiration from our heritage and reinterpret it for today’s world, using the most advanced technologies while continuing o innovate.
WHAT IS YOUR PRODUCT DEVELOPMENT PHILOSOPHY WHEN IT COMES TO MERGING LUXURY DESIGN WITH HIGH PERFORMANCE FUNCTIONALITY, ESPECIALLY IN CATEGORIES LIKE MOTORSPORTS CHRONOGRAPHS OR WEARABLE TECH?
Our philosophy is embedded in the name TAG Heuer itself. “TAG” stands for Techniques d’Avant- Garde. Every project is built on a dialogue between engineering and design. We are fortunate to have a strong R&D team, and there is constant collaboration between technical experts and creative minds. This exchange is what drives both creation and innovation.
HOW DO YOU APPROACH THE PRODUCT LIFECYCLE FOR A CLASSIC MECHANICAL WATCH VERSUS A CONNECTED TIMEPIECE, GIVEN THEIR DIFFERENT TECHNOLOGY CYCLES AND CUSTOMER EXPECTATIONS?
This is one of the strengths of our brand. We operate across a wide spectrum, from high complications to connected watches, and the clients are different. A high complication watch is designed to last forever and be passed on to future generations. A connected watch follows a different logic, as expectations around technology and lifecycle are not the same. Even though we ensure strong maintenance and support, the approach is fundamentally different.
TAG HEUER HAS STRONG TIES TO MOTORSPORTS (FORMULA 1. PORSCHE, ETC.). HOW DO THOSE PARTNERSHIPS INFLUENCE YOUR PRODUCT ROADMAP AND MATERIAL INNOVATION CHOICES?
Every time we create, we start by diving into our archives, because authenticity and meaning are essential to the creative process.These partnerships are a major advantage for us. We have close relationships with teams and drivers, and this gives us direct access to their environment. Visiting workshops and speaking with drivers is an endless source of inspiration. Motorsport influences not only design but also materials. We use materials such as titanium and carbon because they are strong, lightweight, and ergonomic. This is not just about aesthetics. At TAG Heuer, design is functional. Our watches are built for performance, inspired by the same requirements found in racing.
WHAT ROLE DOES SUSTAINABILITY PLAY IN YOUR PRODUCT DECISIONS TODAY, SPECIFICALLY REGARDING SOURCING OF METALS, STRAPS, PACKAGING, AND END- OF-LIFE PRODUCT MANAGEMENT?
Sustainability is a key topic for us and is also driven by our group. We follow a clear roadmap in this area. Watches are inherently sustainable products because they are made to last and be passed down. In addition, we pay attention to sourcing and packaging. All our packaging is sustainable, and we avoid using plastic wherever possible.
CAN YOU WALK US THROUGH A RECENT PRODUCT LAUNCH WHERE YOU HAD TO MAKE A DIFFICULT TRADE OFF BETWEEN DESIGN VISION, ENGINEERING FEASIBILITY. AND TIME TO MARKET?
Time to market is always a challenge. Every project is like a race. For the new Monaco, we chose to take our time. The redesign started five years ago, and we deliberately avoided rushing it. Our priority was to achieve the right design and product. Redesigning an icon is one of the most complex exercises, as you need to evolve it while keeping it instantly recognizable. We focused on ergonomics, weight reduction through titanium, and refining the proportions while preserving its square identity.
LOOKING THREE TO FIVE YEARS AHEAD. WHAT EMERGING TECHNOLOGY OR CONSUMER BEHAVIOR SHIFT EXCITES YOU MOST FOR TAG HEUER’S PRODUCT STRATEGY?
We already see strong enthusiasm from clients, especially as we reconnect with our core identity. Looking ahead, we will continue to build on our partnerships in motorsport and keep telling the story of racing. We will remain focused on innovation and continue to bring energy and excitement to the brand.
