FEATURE: Is There Ever Going to be a Genuinely New TAG Heuer Watch Ever Again?

 

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As much as I enjoy writing this blog, as the years wear on it does frustrate me that everything is so damned predictable. I mean what do we have to look forward to really? More Carreras, more Monacos and more Aquaracers. Which is fine.... and of course we have the Autavia and the Link floating around, basically doing nothing much and the Formula 1 propping up the whole shebang - although judging by last year's output you have to wonder for how much longer?

It seems like TAG Heuer have become so obsessed with their own history and heritage that they can't even contemplate starting with a blank sheet of paper, which is odd when you consider that this is a company who proclaim themselves avant garde at every opportunity. But then they've painted themselves into this corner where they can't even use a dial colour without referencing racing cars, drivers' helmets or Steve McQueen's underpants.

Oh how I wish I had been doing this blog in the 00s... wouldn't it have been simply lovely to have had the opportunity to write a 'First Impressions' post about genuinely new products like the Golf, the Microtimer, the SLR and the Grand Carrera. Okay that last one is a bit of a fudge, but still the GC didn't look like any Carrera that came before (or any other watch come to that) and definitely met the brief of pushing the boundaries.

But I can't really blame TAG Heuer, the watch community as a whole is now so entrenched in this backwards-looking mindset that it's probably commercial suicide to even think about launching a genuinely new watch and so we get reboots of the Autavia* over and over and the Link, what are they gonna do with the Link? 

*I'm sorry but I don't care what anyone says, 'Autavia' is a really crappy name for a watch.

There hasn't been a new Link for about five years, the range currently consists of a couple of 41mm three handers and about eight ladies' watches that I presume are being deleted as the stock slowly sells out. Clearly something needs to be done and I imagine that will mean relaunching it as another sports watch with racing heritage. Oh goody, more chronographs... and more opportunities to pimp the Senna name. 

Maybe I expect too much, but how many different ways can you paint a Monaco? It's not like they can redesign it like they can with the Aquaracer, the Monaco has to look like a Monaco, because 'heritage'. Surely sooner or later someone has to stand up and say 'Guys, we need a new watch'. Because if you never make anything NEW then aren't you just essentially giving up? 

But then who can blame them. Look at the 'Code 11:59' from Audemars Piguet. Who wants to put themselves in that position? Ripped to pieces on social media because they dared to make something new. Never mind that a lot of these watches that are put on a pedestal these days weren't instant hits; hell the reason old Monacos are so expensive is because they didn't make that many of them, because hardly anyone liked them first time around. 

To their credit Audemars Piguet have stuck to their guns and the '11:59' (I'm not actually sure what it's called now) seems to have settled down to being a respectable and well-made watch that people are actually warming up to. This is the problem though isn't it, these days no one gets the chance to make their own mind up about anything without the benefit of everyone else's opinion. And those that do look at one Instagram post and give it thumbs up or thumbs down. No nuance, it's either amazing or it's a disaster. 

Meanwhile YouTube watch 'gurus' weigh up the scores on the doors and then announce their opinion depending on which way the prevailing wind is blowing, thus vindicating the Insta-idiots. Oh how I long for the days before Instagram when taking the time to form an opinion was more important than being first.

To be fair TAG Heuer have done something new in recent times with the 'glassbox' Carrera. Now obviously this was designed to be a Carrera from the start but it didn't have to be. The lugs could have been different and it could have been called the TAG Heuer Cappucino or something. But then it wouldn't have been marketable as a Carrera, they couldn't have made the Capuccino Skipper and honestly it would have failed.

Sadly, there is no appetite among the watch community for genuinely new watches and that is a shame. Because even if I personally didn't like what was produced I would love to witness the birth of a genuinely new TAG Heuer that didn't use an old name. But you know, it ain't gonna happen is it? This is it now, we have what we have and that's it. How utterly depressing. 

Addendum: Ironically, the most conservative watch brand in the world, Rolex, are apparently on the verge of releasing a genuinely brand new watch at Watches & Wonders. And we all know that where Rolex lead the rest of Switzerland follow, so maybe, maybe there is hope!