People love TAG Heuer Heritage Autavia Calibre
Ever since “The Autavia Cup” design campaign in March 2016, watch lovers have been excited about the re-issue of the TAG Heuer Autavia. The idea was to allow the public the opportunity to choose from a long list of historic Heuer Autavia watches that the TAG Heuer fake watches of today would produce and release just one year later. The summation of that is here, available for sale, and a rather special product if you understand it for what it is. I will say that while the TAG Heuer Heritage Autavia Calibre Heuer 02 is undeniably lovely, it takes a certain perspective of understanding to really appreciate what TAG Heuer did correctly here.
Prior to discussing the TAG Heuer Heritage Caliber Heuer 02 Automatic Chronograph replica watches (oddly, even though ‘Autavia’ is on the dial of the watch, it doesn’t seem to technically be the name of the watch as of writing on the TAG Heuer website), I want to talk about recent background of the TAG Heuer brand and what the watch market seems to be interested in. The last decade has been a rocky time at TAG Heuer with lots of leadership changes, rapid fluctuations in the average price point of products, sometimes very large and diverse types of products, and an internal struggle of current objective priorities.
Much of that is thought to now be resolved under the leadership of Jean-Claude Biver—modern hero of the watch industry. As the guy responsible for running the watch division of LVMH (which includes TAG Heuer, Zenith, and Hublot, as well as Louis Vuitton, Bulgari, and Dior), he is the name in charge at TAG Heuer. Jean-Claude has proven to be very open-minded as well as grand in his vision toward rebuilding the TAG Heuer brand.
To be classic
One of the things that Jean-Claude seemingly identified is that while TAG Heuer men’s classic copy watches had some impressive offerings over the last decade, few of their products felt particularly timeless or classy. Knowingly or not, Biver’s mission seemed to be one that included returning TAG Heuer to being a design icon. Part of that is intelligently leveraging everything the brand has done until now. The best way to do that? Look at what the brand’s collectors are pining over. Particularly interesting to many serious watch collectors are driving-themed chronographs from the 1960s and 1970s. Who was making a lot of those? Heuer of course. Thus, TAG Heuer today “owns” the history of making these old chronographs, which are today coveted by uber fans. Does it make sense to make those same designs again for today?
This very question has been one of the most popular in the contemporary watch industry, but it can be answered in the affirmative in a surprisingly large number of ways. Sometimes rebuilding something old works out to being an amazing idea, and sometimes the idea is dead before it left the factory. In answering the question of how to make history relevant for today, TAG Heuer has never answered better than with the Autavia Calibre Heuer 02. I’ll attempt to explain my reasoning for this below.
I will however offer the summary of my argument now. I feel that the combination of using a beautiful, effective, and classic design mixed with a thoroughly modern and competent construction that’s properly packaged for today’s consumers is the formula TAG Heuer followed for success here. The reality is that the Autavia is in no way a “vintage” watch outside of its aesthetic. In all respects this is a totally “today” machine. I’m going to invent a new term for watches like this and that is a watch wearing “vintage camouflage.”