In addition to jetting off to Ibiza with Jean-Claude Biver for a big announcement, our recent trip to the TAG Heuer Manufacture at La Chaux de Fonds in Switzerland took us behind the scenes of the disruptive brand, into where the house horologists, designers and technicians patiently use their tools to create avant-garde timepieces. Through an interview and manufacture tour with Product Director Marc Walti who has been with the brand for ten years, we discover the watchmaking process that relies on fine tools, good equipment and an expert team.
Manual craft and advanced technology.
TAG Heuer relies on a combination of manual craftsmanship and advanced technology working closely to guarantee quality, precision timing and enduring sophistication. As such, the company has developed a semi-automated line along which each watch movement is individually followed by high-performance software tracking its progress and quality. Marc explains that the process passes from a market study to design, technicality, development and assembly. Once the 3D technologies asses if the watches adapt well to the wrist, prototypes are created and are then checked by the top management committee -including Mr. Biver- for final approval.
Challenges and targets.
Walti elaborates about the main challenges faced on a daily basis, but reassures us that since the teams and processes are very well organized, challenges are met and overcome. He tells us “The TAG Heuer customer is each one of us,” and elaborates on the brand’s core target segment.
After being teased by both Mr. Biver and Marc Walti about the TAG Heuer Connected watch at Baselworld 2015, then again during our recent manufacture visit, we finally discovered the connected timepiece this week in New York!
Stroll around town with us to discover the lovely scenery and charming streets.