A missed opportunity
TAG Heuer should have taken the success of the MoonSwatch as a signal that the market is ripe for them to retire the current incarnation of the Formula 1, a watch line that doesn’t know what to do with itself, and to revive / reboot / return the line to a fun, colorful, resin watch with sporty elements.
(Pictured: my vintage Formula 1 360.508.)
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Theresa O'Connor
she/her. mom, queer trans lady, engineering manager at Apple. Member, @49Crowns.
San Francisco, CA
Member since
Last active: 2 days ago
6.30” / 16.00 cm
Good idea 💡
I don’t think there is market opinion that TAG should retire F1. True, maybe F1 is struggling for direction, still it is entry level model which is often a first TAG Heuer watch for many. Moonswatch is one thing - it’s a colorful plastic toy produced by Swatch with Omega logo, similar to any other Swatch.
Probably not a good idea for a brand like TAG to suddenly start producing a lineup of colorful resin watches when same brand produces also super expensive timepieces (unlike swatch). In recent years TAG was on a good trajectory, so hopefully it stays on course
I think the current F1 line does alright for what it is. But a secondary F1 line that brings back the OG style would be pretty cool.
Tag does not have the same appeal as Omega and Blancpain, the two brands Swatch collaborated with. It would not be profitable. Especially considering Tag has hard time getting consumers to purchase their metal watches. The wristwatch community often displays disdain for Tag.
They would cost too much money, and nobody would spend $500+ on a plastic TAG. Not even me lol. Why not just buy a vintage one in good shape for $300
Tag does not have the same appeal as Omega and Blancpain, the two brands Swatch collaborated with. It would not be profitable. Especially considering Tag has hard time getting consumers to purchase their metal watches. The wristwatch community often displays disdain for Tag.
Blancpain is more or less a single watch brand with Fifty Fathoms. Not sure if appeal is there tbh - comparing hype between moonswatch and Blancpain swatch: not sure latter collab lived up to expectations, but cannot prove it anyways.
Point about TAG Having trouble selling steel watches - not valid without statistics. I would guess it is far from reality.
Point about TAG Heuer being unloved within watch community is outdated by around 5 years or so, even assuming some time ago it was partially true