TAG Heuer: a new Manufactory at Chevenez in Switzerland

TAG Heuer continues the development of its production and its distribution network tool to cope with sustained growth, with more factories and recently inaugurated shops. Details.


In 1860, Edouard Heuer, son of old Shoemaker in twenty years, founded a watchmaking workshop in Saint-Imier, remote village in the Swiss Jura mountains. Today, TAG Heuer is a flagship brand of the LVMH group and one of the leading producers of Chronographs in Switzerland. Number of points of sale around the world, the company ranks by elsewhere second watch industry.


TAG Heuer has a peak of 20% growth in a country where it no longer produces the amount of components required by the watch industry. Increased demand, insufficient production: to counter this dilemma and remain faithful to its 153 years of Swiss history, the brand has invested big capital and demonstrated ingenuity in the expansion of its production capacity.


In 2004, TAG Heuer launched a new website dedicated to its Cortech Manufactory in Jura commune of Cornol. In all, 150 engineers and craftsmen are manufacture, on machines and hand, casings all steel, steel and gold or all gold brand. In 2009, the institution included a workshop for the production of bridges and turntables for mechanical movements. Currently, it comes out more than a thousand templates per week, or one every two minutes! Chrono in hand of course!


In 2010, it is the opening of two workshops of Assembly on the main site of La Chaux-de-Fonds: one reserved for haute horlogerie movements Mikrograph, Mikrotimer, V4 and MikrotourbillonS; other mechanical chronograph Calibre 1887. Fruit of three years of intense R & D, the Calibre 1887 oscillating at 28,800 VPH integrated 320 components including a column wheel and a bold of the patented oscillating pinion version by the brand in 1887.


In 2011, TAG Heuer has purchased ArteCad, a factory established in Tramelan since 1885. It produces high-end dials and this is one of the more integrated sector. In 2012, the construction of a fourth factory was launched at Chevenez in the Swiss Jura. On this site, as in La Chaux-de-Fonds, TAG Heuer will produce the Calibre 1887 as well as a new integrated chronograph entirely developed internally, the 1969 Calibre movement. With hundreds of jobs created in the new settlement of 2.600 m2, the number of employees TAG Heuer will be approximately 800 persons in Switzerland.


The amount invested in the Calibre 1887 and caliber 1969 amounts to more than 40 million Swiss francs (approx. 32 million euros). Regarding the production launched in 2010, it exceeds the original forecast: more than 50,000 units in 2013 and an estimate at 100,000 by 2016.


Movements, casings and dials made internal: TAG Heuer is one of the few manufactures Swiss can boast production capacity also extended. This exceptional level of watchmaking excellence is the company to join the Swiss elite within the very restricted circle members of the Foundation of the Haute Horlogerie (FHH).


The rapid growth of sales-20% of market share in 2012, an increase of 15% from 2011 - is part of an ambitious strategy that aims to continually strengthen the presence of the brand at the most popular locations of the luxury sector. Today, TAG Heuer products are thus available in 4,000 points of sale and 180 exclusive boutiques in over 57 countries. There are not less than 52 new stores over the past two years.


This year has been the most prominent of all, with the implantation of TAG Heuer on major websites around the world: the Champs Elysées, Fifth Avenue, Frankfurt, Paris in the District of the Opera and the Bon Marché, Istanbul, Hong Kong (Time Square and Ocean Terminal) and Macau. In 2014, it will reach the 200 brands of the brand with openings planned in London, Milan, Madrid, San Francisco, Los Angeles, Honolulu, Macao, Singapore and Beijing. The total of 250 referred should be effective within three to five years.


It is also this year that the brand has opened its first shops online, in the United States, Great Britain and Australia. At the same time it launched a major renovation program, with objective, the complete restructuring of the existing shops in its distribution network.


The new design expresses prestige and exclusivity of TAG Heuer, representing its diversity while highlighting its uniqueness. It is designed to allow clients to discover the universe of the brand in its entirety - not only its products, watches, sunglasses, bags, clothes or wallets, but also its history and its culture, including its partners past or present, sportsmen and celebrities ranging from Steeve McQueen to Cameron Diaz, Leonardo DiCaprio, or champions of the team American Oracle winning the America's Cup.


With trained personnel, prestigious addresses and sumptuous showcases, the stores are full shopping destinations: in terms of productivity per square metre, TAG Heuer ranks among the best retailers of the Group LVMH rich of more than sixty brands.

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