Just because you can put any face you want on your smart watch, doesn't mean you should.

Desperately trying to tie in their branding activities with their product line...

Shark tooth hour markers anyone?

 

Very tastefully done

 

I'm a vintage Heuer nut, and with very little effort TAG Heuer could basically own my wallet. Yet for the last number of years, they've done absolutely nothing to nod towards their heritage (the one "vintage-inspired" watch they made had a telemeter bezel - because Heuers were well known to have been worn by artillery officers at Le Mans) and instead do stupid "brand ambassador" things like this. While I don't begrudge them the smartwatch - like Porsche with the Cayenne more than a decade ago now, you must sell these things to people with more money than taste in order to make the good stuff - they really need to acknowledge their admirable past in at least one product line in order to continue to be taken seriously by anyone who actually cares about watches.

 

......and we are talking about a brand with very rich heritage..........

 

Yep, as said

 

Kind of strange, since sharks are not known to be friends of surfers.

If you had a picture of a Formula 1 car on the dial, it'd be kind of like using nails as hour markers.

 

They must be taking their cue from Rolex on the "obstinately ignore the money people are spending on your iconic past watches" rule, since who knows how much revenue they could grab by offering even the most half-assed '60s Autavia homage/reissue? Sure, it didn't work in 1994 with the Carrera, but nobody cared about vintage watches (much less vintage Heuer) in 1994

 

Not one of their best offerings. On a different level, as a shaper/surfer (crap at both btw) I am also not excited by their poster boy, seeing as he is clearly an SUP type menace (Standup Paddle Board). I mean, good for him and all, have fun and pay the rent, but as a watch this is not good, and as a choice of brand ambassador he is polarizing (believe me, SUPs are not overly popular in the lineup).

 

I have never liked Tag, always looked cheap to me despite the actual price.