Evolving
Mr. Stéphane Linder was the CEO of TAG Heuer since June last year, so first we asked him if he had any differences or changes in his presence at TAG Heuer this year.
"I think what I brought to Tiger Regal is more of an evolution than a drastic change," he said without hesitation. "Because the brand itself already has very strong assets, it does not require any significant reform, but rather to further optimize and enhance the original advantages.I saw our products or for the Chinese market can be more Progress, more close to the market place.For example, a while ago we introduced a new Carrera Carlibre 5 series, with a slightly classic and unique design, has been very good results, the Chinese market response and sales are quite Good. "Speaking of this, you can feel his voice excited with confidence.
"In addition, the movement of the R & D and manufacturing, such as this year's Basel watch show officially launched CH80 automatic movement, in addition to timing function, there is better power storage capacity, and more slim, but also further strengthen and Steiner TAG Heuer positioning in the field of professional watchmaking. "
"We are continually observing where our opportunities are, where we are going to rapidly develop our strengths and constantly innovate!" Suddenly he asked me, "You see this year at the Bassal Watch Fair Our Monaco V4 Torbillion watch? "I nodded with a smile and replied," Of course it was an impressive watch. "" Yes, we are celebrating the tenth anniversary of the V4 launch The unprecedented, aftermathless, tourbillon watch that leans on the belt once again proves the evolving DNA in Tiger's elegance and the fruitful results. "
To innovation as the goal
Since he talked about the new watch this year, then I asked him about the development of watch models. From the Mikrograph, the Mikrorider, last year's Mikro Pendulum, a non-Pleated magnetic swinging device, to this year's Monaco V4 Torbillion, TAG Heuer has made groundbreaking achievements in Haute Horlogerie, while in everyday wear models, Homemade 1887 movement, the introduction of the CH 80 movement this year, and so on. There was also a very good response so I asked him in particular if there was a clear plan for the movement, function or technology next.
"I think our clearest plan is to innovate!" Mr. Stéphane Linder laughed. "The CH 80 is a more traditional, classic, higher-performance chronograph movement with a 80-hour power reserve but slimmer, bringing higher value to both the brand and the consumer, as is the case in the more traditional watch sense Innovation, and we constantly seek breakthroughs in high tech or high complexity, like the Monaco V4 Torbillion. "
"The V4 was launched in 2004 and officially commercial in 2009. After that, we also continued to explore the 1/100, 1 / 1,000, 5, 5, / 10,000 and other minimum unit of time, has established a unattended and very difficult to cross the threshold.However V4 every year is the best we sell in the field of sophisticated watches! I think it is unique because of the V4 Innovations, both in terms of concepts, design, etc. We also continue to do research and development for V4, and we will introduce newer technologies as soon as possible, perhaps next year or later, and certainly will do other things as well. "Suddenly, Mr. Stéphane Linder said to me with a playful smile: "But, you know, this innovative technology takes time ..."
Mr. Stéphane Linder also revealed some plans for the new movement: "We are brewing and developing better and more innovative chronograph movement, not only have good performance, and the market price of the final product can be controlled at 60,000RMB up and down This range, so that it can have a better price for the chronograph watch more popular, we may be introduced around 2016 or such watches. "
The full potential of the Chinese market
For the wristwatch, the domestic market is increasingly important, and the domestic economic environment and government policies seem to have an impact on the watch brand. In this regard, Mr. Stéphane Linder said: "If we talk about the proportion of the Chinese market, now about all Between 4% and 5% of the world market, it can be anywhere from 8% to 10% if you add Chinese buying habits while traveling abroad. "
"The Chinese market still has tremendous potential for us compared to other markets." Stéphane Linder shared with us his previous experience as vice president of sales in North America. "The United States is Tiger's largest market, the market share second only to Rolex, sales in the United States nearly four times the Longines, Omega 2.5 times, which shows Tiger potential in the future of China TAG Heuer." He is very proud Said. "The change in China's economy or government policy will have a more serious impact on other brands that make up the bulk of China's market share, but for our part it is still better and better for us. What better is our product, market, channel, etc.? Make the best judgment and control. "
Close to the symbol of rich life
From last year's Calera 50th Anniversary Tour in China, the release of the movie "RUSH" and the recent global tour of the "Jake Hoya" Time Museum in Shanghai and Beijing, many people feel further close to Tiger Haug Design sense of people's lives. So how does he treat Tiger's design and the attitude he wants to convey?
"I think Tyler TAG Heuer watches have a more outward-looking chronograph DNA, closer to life, with the classic design but also more lively and lively, a bit like you!" He suddenly half-jokingly laughing at me Say it. "Just as your upper body jacket and dark jeans and canvas shoes in the lower half of the body today are both living yet polite and not too serious."
I hold back my embarrassed, continue to listen to him. "Of course we also know that the current Chinese consumers prefer a slightly more traditional and elegant design, so we will make some adjustments to this part, as previously mentioned out of the Carlyle Carlibre 5 series to get a very good sales And reverberations, 4 of the best TAG Heuer watches sold in the 10 are in this series.We watch the watch and other ways, we continue to communicate with consumers a concept: when you wear a Thai You're going to be different and more "cool" than you choose from your fathers.
"As more new generations of Chinese know how to pursue their sense of accomplishment and richer life, and know how to dress themselves and choose their own lifestyle, there will be more people becoming Tyggard TAG Love users.Whether it is next to the cooperation with the world soccer star C Luo, or Tiger Regal as the official partner, the world's first electric car race, September will be held in Beijing in the FIA ​​Formula E Electric Championship event And so on, are to convey such a meaning. "
Constant self-challenge
Being able to work in a company for more than 20 years is rare, so presumably he also experienced the development and changes of Tiger TAGS over the past 20 years. In this regard, he said: "In fact, the transition in the past 20 years was really not too much.Twenty years ago due to the market, most of our quartz watches were manufactured, and the parts of the mechanical watches were still relatively small. Then we moved to Mainly in the production of mechanical watches, and began the watch brand and product innovation, and gradually carry out our stores and sales channels, build our own watchmaking factory, developed such as 1887 and CH80, such as self-made movement And so on, we have even introduced photos such as the V4, double tourbillon, etc. worth over 200,000 euros, high-tech super-complex watches, etc. If you take a photo of the then-current Tiger Hague factory etc. 20 years ago, And then compare today's developments, you may be Tiger Haug this 20 years or the fastest evolution watch brand!
Here, Mr. Stéphane Linder paused for a moment, then said: "I think we are constantly challenge ourselves! So we can cross the end of the crisis in 1986 the company has become the world's most powerful watch brand One, and continue to challenge themselves, self-innovation. "
"I think my personality is also true, I like innovation, like challenges, do not like just follow the pace of the past, I may never be satisfied with the status quo, but more concerned about what we can do next. Of course, I attach great importance to what we have done I just think we can always do better than ever and innovate.This is also my concept of life.I often do something crazy for others.It seems to be a little bit like the brand, so I think I particularly fit Tiger Regal it, ha ha! "Here, we all spontaneously laughed.
Towards the end of the interview, I asked Mr. Stéphane Linder to try Tiger Tyggard in a few simple words. "Innovation-Innovation, Avant-Garde avant-garde, but also from 1860, continues to accumulate and challenge!" He nodded to me, speaking with a very positive tone to me. We also ended this interview in a group photo worth pondering and thinking, as well as a last-minute photo.
From then on, I often think of Stéphane Linder's term "avant-garde" from time to time, from time to time, whether I'm avant-garde or a few "anti-bourgeois" qualities and confident enough to be restless The status quo to yourself, to the surrounding, to challenge the reality, in order to make different from ordinary people's perseverance, but also different from the ordinary people's innovative performance! Looking forward to the event in August TAG Heuer September, also hope to have the opportunity to see Stéphane Mr. Linder.