The TAG Heuer Carrera Heuer 01 comes with a new case, new construction, new movement, and a new overall design for TAG. His primary goal was and still is to shake TAG up and define new goals for it specifically, to attract new target demographics with new pricing and product strategies… and voilà: Long time fans have already purchased most of what they wanted, they had their Monacos, Carreras, and/or Aquaracers while new fans were difficult to acquire, with nothing new to catch their attention.Ĭhanges had to be made, and the the most important one was what we were first to report in late 2014: TAG Heuer has a new interim CEO with the highly dynamic Jean-Claude Biver taking the helm at the brand. Many die-hard Heuer fans will be familiar with the direction TAG had taken in recent years: first, it remittently kept its prices on the rise in most all of its collections, pricing itself largely out of the market segment that was its bread and butter, and second, it somehow repeatedly failed to bring something genuinely new to the table – other than with its stratospherically expensive haute horlogerie collections.

“The problem is that the young millennial demographic that TAG Heuer is seeking to attract has no idea (nor do they care) who Steve McQueen is or what TAG Heuer was doing in the 1960s.” This is one of the key take-away messages from our hands-on article with the TAG Heuer Carrera Heuer 01 – a watch so Heuer, it has Heuer twice in its name (here’s one more time for you: Heuer). But we wrote that at the time of its debut, in March, at BaselWorld 2015, and now it’s time for a super early review to once again address some of those questions and see just how much TAG, how much Heuer, and how much Hublot this new watch is – and what it means for the old and new fans of the brand.

Tag heuer carrera calibre 01 price