BASELWORLD 2019 Presentation of TAG Heuer's new products

This deficit was noticeable: the huge Omega tent with enormous screens showing James Bond jumping from a car onto a train was no longer there. Immediately upon entering the main hall, you could basically see all the way to the end, because where Omega had once stood, there was suddenly an empty space, and so Breitling's dominance was enormous.

I also missed Jaquet Droz and especially Blancpain with its tastefully designed space, watchmakers engraving "covers" before your eyes, assembling mechanisms, where you could rest for a moment and watch the master at work. Many people think it's a trip, fun, but when you have meetings scheduled from morning to night, it's not a walk in the park at all, and at the end of the day, you're glad it's over. That's why I admire the boss, who regularly stays there for 5-6 days, all day long, so he can devote himself to customers.

The strange mood was not limited to the main pavilion; due to low attendance, one pavilion was even closed completely. The first Baselworld, called Mustermesse Basel, was held in 1917 and attracted 831 companies, not only watchmakers, of course. Last year, there were approximately 1,500 exhibitors, but this year (2019) there were only about 500 (you can read more about the history of this exhibition HERE).

To be honest, I understand that these are really huge costs for companies, which they may prefer to invest in advertising and the development of other products. On the other hand, for us retailers, it is the only opportunity of the year, apart from SIHH and smaller events, where we can see all the new products and place orders in one concentrated place at one time – and that is probably the main reason for the exhibition. Imagine that we at Watch de Luxe, with more than 10 brands in our network, would have to travel to 10 separate exhibitions or presentations. Unthinkable! Even this one is quite exhausting. Perhaps those responsible for Baselworld could think a little and offer brands slightly better conditions. We'll see what the future brings and who will have to threaten to leave, or actually leave, for those in charge to understand the seriousness of the situation.

The journey

Finally, I could fly instead of driving for 11 hours. Even though I hate flying with a passion, just like before every flight, I watched plenty of air disaster movies. The journey there was bearable thanks to the "maintenance treatment." On the way back, I had to skip the supplements because I was driving from the airport, which was obviously a mistake. We got caught in a storm over Munich. I hate flying...

TAG Heuer

In this article, I will focus on TAG Heuer models. Fans and those interested in the brand know that last year, marketing guru and big personality Jean Claude Biver left the company. Despite everything that many say about him and their various reservations, for me he is and will always be one of the most admirable personalities in the watchmaking industry. He has achieved an incredible amount. The new director, Stéphane Bianchi, has moved from the cosmetics company Yves Rocher, where he was at the helm for 17 years. Enough talk, let's get to the news itself. I would like to add that a relatively large number of models are subject to an information embargo.

Autavia

Upon entering the exhibition hall and standing in front of the TAG Heuer tent, it was clear that this year would be dominated by the Autavia collection. After the slight failure of the chronograph model, a savior has arrived in the form of a

a 3-hand version with a ceramic bezel, a diameter of 42 mm, excellent readability thanks to raised 3D Arabic numerals, double anti-reflective coating, and the inscription "Isograph" on the dial.

You may have already noticed that the caliber 5 has a new hairspring in the oscillator, which was made of metal in the original model and therefore reacted to magnetism. In this case, the classic metal hairspring has been replaced by a carbon fiber hairspring that is resistant to magnets, heat, and shocks. Thanks to this, the new Autavia has COSC certification – which is great news.

Price

Prices will range as follows: the cheapest model (WBE5111.FC8267) costs €3,150 without a ceramic bezel and with a calfskin leather strap. The model with a ceramic bezel and two straps (steel watch strap and NATO strap included) with a blue dial (WBE5112.EB0173), for example, is priced at €3,600. TAG Heuer has also succumbed to the bronze craze and will offer this variation for €3,900 in the form of a bronze/leather strap.

I like the diameter of the case, it fits well on the wrist, Caliber 5 deserved an upgrade – thumbs up for that, the dial has a nice powdered texture, it's not smooth. The aviation crown makes winding and setting easier, but I'm not a fan of the large Arabic numerals. The price of €3,600 for the steel model with a NATO strap is quite reasonable. Not to forget: I was impressed by the clever strap replacement system, which is simple, intuitive, and practical. In just a few seconds, you can switch the watch from a steel bracelet to a NATO or leather strap.

Summary: diameter 42 mm, new Caliber 5 Isograph, magnetism-resistant and COSC-certified, double anti-reflective coating on sapphire crystal, water resistance up to 100 m, new bronze case material, price from €3,150 to €3,900.

Indy 500

TAG Heuer has unveiled a pair of special models dedicated to the Indy 500 race. The popular model from the past has been given a new look. The battery-powered version with a chronograph and a case diameter of 43 mm (CAZ101V.BA0842) is based on the F1 model, which has been on the market for several years now, but there is nothing to criticize about it. The black and red combination with silver indicators, "Indy 500" engraved on the back cover, and the logo on the dial are sure to find their admirers. The watches will be sold for the standard price of €1,500.

The second model in the series is slightly more appealing, probably mainly because it is based on the Carrera (41 mm) Caliber 16 (CV201AS.FC6429) model with a ceramic bezel and black leather strap with red stitching. Despite its automatic movement, the model does not have a transparent case back, which is a shame, but it does have a steel case back, again engraved with "Indy 500." The price is €4,350.

I would prefer to stick with Carrera. Several options were presented. However, the changes did not only affect the color variations; the case was also redesigned: its "legs" are shorter, so the watch fits better on the wrist. The dial has also undergone subtle adjustments, making it smoother but also more austere. However, these photos are subject to the aforementioned information ban, so I guess you'll be able to enjoy them soon, after it's lifted. Especially the version with a blue dial (CBM2112.FC6455 for €3,900), ceramic bezel, and brown dial—a real treat.

Women's Carrera

Although I know that Autavia took all the attention, I missed something from the 3-hand Carrera, as I own a WAR201E.FC myself and this model, or rather the entire series, is one of the most beautiful in my opinion.

Enough about men's models, let's take a look at the fairer sex. Here I was pleasantly surprised. The women's Carrera, inspired by the men's modular version introduced in 2015, will no longer be produced. Fans of the traditional and, above all, feminine Carrera as we knew and loved it will be particularly pleased. The most beautiful model, with an average diameter of 36 mm (WBK1316.BA0652), a battery-powered movement, a rich diamond bezel (0.79 ct), and a mother-of-pearl dial, is sure to be a top seller (picture below the text). This model perfectly symbolizes what TAG Heuer for women should be. Confident shapes, identity – beauty. Price €3,700 – my favorite. In my opinion, white leather, which will certainly be available, would help to achieve complete perfection and lighten the technical proportions of the case.

This model, with an average diameter of 36 mm, will be available in several dial variants, with or without diamonds. It will also come with a variety of colored straps.

The price of the cheapest model without diamonds, with an alligator strap but with a folding clasp, will be €1,800. The model with a steel bracelet (which is quite suitable, given its water resistance of 100 m) and diamonds on the dial will cost €2,450. The top of the range will be the aforementioned model with an all-diamond bezel and a price tag of €3,700.

TAG Heuer has also thought of women who are enchanted by automatic watches. The model will look essentially identical, but inside it will beat the heart of a Calibre 5 movement, with prices starting at €2,350 with an alligator strap and folding clasp. The fully diamond-encrusted version (WBK2316.BA0652) on a steel bracelet will set you back €4,250. The model pictured below with a leather strap (WBK2316.FC8258) is the same price as the steel version.

That's about all I can tell you about TAG Heuer for now. Other news will follow gradually, and we will try to keep this information up to date. In the next article, you can read about the new products we saw and ordered at Breitling.

Introduction

My name is Martin Demko, and I have been working with watches since 2011. During that time, I have handled many models, both cheap and expensive, from renowned brands and lesser-known ones. My work is both a pleasure and a hobby for me. What I have always strived for and continue to strive for is maximum honesty towards customers, even at the expense of business. I have completed numerous training courses and a relatively large number of training sessions in Switzerland. If you like my articles and my subjective view on various issues, or if you disagree, feel free to write to me at m.demko@racio.com. I would really appreciate any feedback.