DIALED IN Horological News
iW spoke with Stephane Bianchi, CEO of TAG Heuer and LVMH
Watch Division, as TAG Heuer was set to launch its latest Connected
model. He told us more about how the new version differs from the
previous model, and offered insight into the role of the smartwatch
at the company.
iW: How is the new TAG Heuer Connected a more intuitive (or
different) experience for the user than the previous version?
Bianchi: We have added an improved sport app. Each sport is very
clear and obvious on the screen as you scroll. You can really see
exactly what you want to do with your watch. You see the visual,
then you click on it and you have everything you want. It is intuitive
and it is fun, and it’s important to enjoy your sport activities. You
can gauge whether you improve or just maintain, and this allows
you to record your improvements. We have made a good tool
watch that is also very elegant.
What have you changed on the case and dial?
We changed many things. We have a slightly thinner case and a flat
bezel. It is the same diameter but it is thinner with more refined
lugs. It looks more like a traditional chronograph watch. If you place
the Heuer 02 face on the watch, from a distance it even looks like
our more traditional watch. It is made to wear everywhere. You can
take it from a meeting at work directly into Central Park to go
running. This is a luxury watch that is still very good for sporting
activities.
Were there changes you made that resulted from requests made
by consumers?
The new heart rate sensor is the biggest change. This was a very
big request from our users. The heart rate sensor also allowed us to
vastly improve our running application within the new watch. And
you will find tremendous improvements in the golf application. This
is something that I use quite frequently.
Is TAG Heuer reaching new consumer groups with the Connected?
Hopefully yes. This is big business for TAG Heuer. And it is
additional business as it does not take business away from any of
our other watch sales. We have found that seventy percent of our
Connected watch buyers then went on to purchase a traditional
TAG Heuer watch. They were first attracted to us with the
Connected watch, and then they continued with us to purchase a
more traditional model. This is a very positive effect.
How important is customization?
Again, we are in the luxury world. That means you need to create a
bespoke watch. This is very important for us. This is not just a
smart watch, it is your own watch. If you want a steel bracelet, you
can get one. If you want a colorful rubber strap you can do that to.
It is up to you. We have made this so you can use it on any occa-
sion. The duality of this watch is fantastic, and that is what we were
aiming for. When you have this on your wrist you can see and feel
that it is very different from the Apple watch. It has to be. We have
to be TAG Heuer.
Which functions do you access most often
on your own Connected watch?
I use it most for messages, but also for running and for checking my
heart rate.
How important will Connected watch sales be for TAG Heuer in the
upcoming few years?
We don’t give numbers, but sales for us are a double-digit figure.
Every year we seek to improve this, but of course our traditional
watch business is our core business.
24 | INTERNATIONAL WATCH | SPRING 2020