Q&ATAG Heuer’s Product Director Elaborates On How The Brand Looks To The Future

Could you talk about the new Autavia range?

The new Autavia watches are all about taking the spirit of car racing and the dashboard clocks of the early 1910s into watches that can be worn in any situation today. Autavia is, for the first time, a modern collection under the TAG Heuer brand. You can feel the history, but it’s a very contemporary watch in terms of design and materials. The basic idea was not to simply recreate what the original designers had made, but to stay true to what they were trying to express. It has elements of the old dashboard clocks such as the large crown, which was made for users wearing gloves. Even the Arabic numerals on the dial are taken from there. It was far less common in wristwatches. The designs are quite contemporary, so by adding bronze versions—which will develop some patina—the timepieces will look aged and unique.

Click here to find out more about the TAG Heuer Autavia Isograph series

Previous Autavia watches have been released under the old 'Heuer' name, as re-editions of historic pieces. This is the first modern Autavia collection under the 'TAG Heuer' brand

₹3,97,800

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The new Autavia watches come with easily interchangeable straps—an increasingly popular feature these days

₹3,27,250

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The movement powering these watches is a certified chronometer movement, over and above the Isograph technology, which already ensures advanced accuracy

₹4,38,600

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“The designs are quite contemporary, so by adding bronze versions—which will develop some patina—the timepieces will look aged and unique,” Guy Bove points out

₹4,38,600

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The Autavia Isograph series presents a plethora of options, and with the technical superiority and attention to detail in design, these watches are quite impressive

₹2,89,000

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What does the new golf edition of the Connected smartwatch mean for TAG Heuer?

It means that we’re still investing in the technology, heavily. It’s a product of a lot of development. The idea of seeing sports from the athlete’s angle rather than just from a marketing perspective is quite new for our industry. If we compare this with other connected watches, which are simply for general fitness and heart rate, this watch does a lot more. It will actually help golfers improve their game.

The new TAG Heuer Connected Golf is a continuation of the brand's popular Connected series—among the most successful luxury smartwatches in recent times

“It means that we’re still investing in the technology, heavily. It’s a product of a lot of development,” says Bove about the Connected Golf

“The idea of seeing sports from the athlete’s angle rather than just from a marketing perspective is quite new for our industry,” Bove adds. “It will actually help golfers improve their game.”

Even the strap has an overlay that is inspired by the perforated texture of a golfer's glove, which any ardent golfer or enthusiast of the game will appreciate

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You recently moved from Breitling to TAG Heuer. How would you compare the two brands and their visions?

To some extent, they were quite similar historically. But they’ve diverged in the last 40 years. Breitling’s CEO Georges Kern has a vision for Breitling, which, I believe, isn’t similar to what we at TAG Heuer have. Having the word TAG [Techniques d’Avant Garde] in our name, we have the idea of the avant-garde, which is different from what Breitling is about now. The one thing that we will be looking at is making sure that every pillar that we have is strong, and that it respects our past. Maybe we’ll even integrate some of it, but in a way that looks forward.

“The one thing that we will be looking at is making sure that every pillar that we have is strong, and that it respects our past. Maybe we’ll even integrate some of it, but in a way that looks forward,” Bove explains. We see it here in the evolution of the Autavia, from the old Heuer dashboard clock to the modern Isograph

What, according to you, are the true values of watchmaking?

It’s an investment, a craft, and it’s about thinking and engineering. You don’t really need a watch anymore, which means that it needs to have values that you respect and want to invest in. I think it’s one of the few things where you’re still talking about human skill in something that will last for 20, 30 or 50 years. It’s actually an investment in a craft for the future. On a different level, you’re also investing in how you express your personality. I think there is a sense of investment in something that is meaningful and emotional.