5 minute read
TAG HEUER // 75-77 MEET THE MAKER
DAVID M ROBINSON TAG HEUER ON THE SILVER SCREEN WORDS JAI MCINTOSH
We caught up with David M Robinson’s Sales Ambassador, Michael Allen. As TAG Heuer steps into the cultural zeitgeist once again, this time featured on the wrist of Ryan Gosling in his new film The Gray Man, we wanted to understand the heritage and significance behind one of the world’s most iconic brands.
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JAI TAG Heuer has an impressive and intricate history, what can you tell us about that?
MA TAG Heuer is one of the oldest watch brands still producing luxury timepieces. Founded in 1860 by Edward Heuer, in Saint-imier Switzerland, the family business started manufacturing simple silver pocket watches. Nine years later, TAG Heuer received their first patent that revolutionised pocket watches at the time. No longer did a pocket watch need a key, only the crown was needed to wind the watch. As simple as that may sound today, at the time this was revolutionary but Edward Heuer wasn’t done yet. In 1887 TAG Heuer received another patent for the oscillating pinion. This allowed chronographs to start and stop instantaneously. Both major patents elevated TAG Heuer as a legitimate and forward thinking watch manufacturer.
Fast forward a century of watchmaking and instrument innovation, ownership changed hands for the first time. A lesser known fact about TAG Heuer is that they weren’t always called TAG Heuer. Even though we’ve referenced the company as TAG Heuer for this entire article, between the years of 1860 to 1885, the watchmaker just went by the name Heuer. Techniques d’Avant Garde (TAG) purchased Heuer and combined both names to create the name we know today, TAG Heuer. In 1999 another ownership change happened with the purchase from the LVMH group out of France.
JAI The luxury watch market is full of fine brands, but what sets TAG Heuer apart from their competitors?
MA TAG Heuer have always positioned themselves within the affordable luxury space and provided its customers with an incredibly well designed, high quality timepiece, but at a price that is fair. Their links within motorsport, being the Official Watch of Oracle Red Bull Racing and Official Timekeeper of the ABB FIA Formula E World Championships – not to mention gracing the wrists of the legendary Steve McQueen and Ayrton Senna (along with many other record-breaking, breath-taking athletes, actors, drivers – and divers – models, pilots, and champions from all walks of life).
JAI What role does TAG Heuer play for DMR?
MA TAG Heuer has always and will always play a huge role for DMR, it’s been a constant within our business for so many years and continues to grow. The brand itself is continuing to evolve and bring
Sales Ambassador Michael Allen's favourite model is the Carrera Three-Hand 39mm.
TAG Heuer Carrera Three-Hand 39mm
Ref. WBN2112.BA0639
higher quality products to the market and I feel customers are so much more invested in knowing they are buying into a brand with such great history.
JAI What are the key TAG Heuer collections that are most popular with the DMR clientele?
MA I would definitely say the Formula 1 and Aquaracer collections are most popular with our clients. TAG Heuer is often a brand that our clients look to for their first step into luxury timepieces. The Formula 1 being a sporty, durable and reliable model that a lot of our clients feel suits their lifestyle. Additionally, ladies Aquaracer pieces are always popular as they come in a variety of sizes and dial options.
JAI The David M Robinson Liverpool showroom is outstanding, what services do you specialise in and how do TAG Heuer feature within this space?
MA The new showroom is incredible and we feel incredibly fortunate to work in such a luxurious environment. My role as a Sales Ambassador with DMR means that I specialise in a multitude of different areas. First of all I manage all of my own clients and their needs, which can vary from specific watch enquiries to sourcing jewellery. We also help our clients with any servicing or repairs for their watches or jewellery. Finally and by no means least, I am DMR’s TAG Heuer Brand Ambassador, taking on this responsibility was a huge privilege for me and something I feel like I have thoroughly enjoyed being a part of.
JAI TAG Heuer also supports multiple sports stars - how does TAG Heuer’s successful blend of luxury and sport appeal to their clientele?
MA Luxury and sport is part of TAG Heuer’s DNA. They have always had huge links to sport, particularly motorsport. I feel like this just gives people the opportunity to feel connected to the brand on so many more different levels other than just the appreciation for their timepieces. It also gives our clients the confidence of knowing they can use their time piece whilst partaking in sporting activities too. JAI TAG Heuer has always occupied a prime place in contemporary luxury. Arguably, their most influential ambassador is Ryan Gosling who has a new movie, The Gray Man, now available to watch on Netflix. What does featuring in this film suggest about TAG Heuer as a brand?
MA I feel like Ryan Gosling first and foremost is a great brand ambassador for TAG Heuer, he brings an elevated, desirable image that most people would be receptive to. The Gray Man is a real action packed, intense film that has proven to be very popular. I think that shows that TAG Heuer are in touch with their audience and know how to market their products very effectively. JAI Which current TAG Heuer model is a personal favourite of yours and why?
MA The new Carrera Three-Hand 39mm is my personal favourite. I love classic looking watches and this for me is the perfect balance of both classic, timeless design and contemporary watchmaking. 39mm is such a great size for me personally as it’s large enough to have presence on the wrist, but not too large that it looks chunky or oversized. The blue dial is stunning and a real eye catcher whilst maintaining an elegant sophisticated look.
