Why is Heuer still using the TAG branding?

Thread: Why is Heuer still using the TAG branding?

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  1. #1
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    Question Why is Heuer still using the TAG branding?

    Just curious. The "Techniques d'Avant Garde" branding may have had some currency back in the early '80s. Any Formula One fan from that era would remember the green & white Williams, emblazoned with Arabic writing encouraging the spectator to "Fly Saudia" as well as the TAG logo and Heuer sheild.

    The Saudis have been out of Heuer for years, why keep using their branding? I doubt anyone gets the association now, so why not just revert to Heuer? Maybe retaining the Saudi brand was a condition of the sale? Anyone know?

  2. #2
    Member skoochy's Avatar
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    Re: Why is Heuer still using the TAG branding?

    I brought that up in the TAG forum a few months ago and no one seemed to understand that TAG Heuer no longer has anything to do with TAG (they've been separated a lot longer than they were ever together), or they felt that LVMH should stick with the TAG branding.

    Starting at post #10, it kind of proves your point that no one understands what it was.

    https://forums.watchuseek.com/showthr...p?p=2066365#10

    So maybe it's just me and you.

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  3. #3
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    Re: Why is Heuer still using the TAG branding?

    I guess you are right, Skoochy, nobody seems to know they are wearing the logo of an ex-formula one supplier/Saudi aerospace conglomerate on their wrists... Seems weird to me, but I guess we are just picky that way or something?

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    Re: Why is Heuer still using the TAG branding?

    Quote Originally Posted by skoochy View Post
    they felt that LVMH should stick with the TAG branding.
    It's LVMH's call, or keeping the name "TAG Heuer" was part of deal.

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    Re: Why is Heuer still using the TAG branding?

    Would reverting to Heuer do damage to marketing?

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    Re: Why is Heuer still using the TAG branding?

    Quote Originally Posted by Brocktoon View Post
    I guess you are right, Skoochy, nobody seems to know they are wearing the logo of an ex-formula one supplier/Saudi aerospace conglomerate on their wrists... Seems weird to me, but I guess we are just picky that way or something?
    Very interesting. Actually, I'll admit I did not know that.

  8. #7
    Member TxKarateDude's Avatar
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    Re: Why is Heuer still using the TAG branding?

    I think it's all about the marketing. TAG sounds cooler than Heuer, and we all know they've been very successful. So why fix it if it ain't broke?


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    Re: Why is Heuer still using the TAG branding?

    From a practical standpoint, I have noticed that most non-WIS folks out there don't know how to pronounce Heuer, so they just call 'em "Tags." Maybe they kept Tag for those folks.

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    Re: Why is Heuer still using the TAG branding?

    Quote Originally Posted by ezcheese View Post
    From a practical standpoint, I have noticed that most non-WIS folks out there don't know how to pronounce Heuer, so they just call 'em "Tags." Maybe they kept Tag for those folks.
    Yep, there is likely more truth in this than anything else. I could imagine the American and Japanese markets having all sorts of trouble pronouncing Heuer, but it's not like it's a new brand or anything...

  11. #10
    Member BenL's Avatar
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    Re: Why is Heuer still using the TAG branding?

    Quote Originally Posted by ezcheese View Post
    From a practical standpoint, I have noticed that most non-WIS folks out there don't know how to pronounce Heuer, so they just call 'em "Tags." Maybe they kept Tag for those folks.
    Good point.

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