PAYING HOMAGE
Business Traveller UK|March 2020
The latest Carrera is a celebration of 160 years of Tag Heuer
CHRIS HALL

As we entered the Twenty-Twenties, my social media feeds were packed with tedious posts summarising people’s achievements over the past ten years (the obligatory then-and-now selfies, plus a list of suitably wry boasts or laments). There was also a stream of new watches as some of the largest brands convened in Dubai to parade their latest creations. It inspired me to look at Tag Heuer, which has covered more ground than most since 2010.

Mid-market, high-volume brands do tend to cycle through designs, strategies and ideas quite quickly – essential when you’re in the business of being a lot of things to a lot of people – but even so, a re-read of its 2010 brochure is a look back to a very different time.

Brand ambassadors Leonardo DiCaprio, Lewis Hamilton and Tiger Woods have all moved on, and Tag Heuer’s motoring tastes have moved with the times, too – out with the gas-guzzling Mercedes-McLaren SLR hypercar tie-in, in with a sponsorship deal for Porsche’s all-electric Formula E team. Gone, and not overly lamented, are the fantastically expensive “luxury” mobile phones; in their place, Tag Heuer has committed more wholeheartedly to smartwatches than any other Swiss brand. Despite not winning the hearts of watch purists, the Tag Heuer Connected watch, launched in 2015, seems to be selling, and this spring a second-generation model is rolling out.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM BUSINESS TRAVELLER UKView All

THE YEAR IN REVIEW

We round up the finest watches released in 2020 – and look ahead to 2021, which may prove to be as unpredictable a year as the one that has just passed…

9 mins read
Business Traveller UK
November 2020 - January 2021

PEAK OF PERFECTION

Blessed with sunshine, good looks and superb skiing and hiking, Arosa is now taking the lead on sustainability, too

6 mins read
Business Traveller UK
November 2020 - January 2021

SAFE TRAVELS

What are airlines doing to reassure passengers about flying amidst the pandemic?

9 mins read
Business Traveller UK
November 2020 - January 2021

QUITE A JOURNEY

It has been an unprecedented time for the rail industry, both in the UK and across Europe. Here we look over the year’s developments.

5 mins read
Business Traveller UK
November 2020 - January 2021

HOT DESKING

As the pandemic moves into 2021, countries are offering options so you can set up your remote office somewhere more appealing

7 mins read
Business Traveller UK
November 2020 - January 2021

Go with the flow

If you have varicose veins and travel frequently, you’d be well advised to get them checked – it could help to prevent you getting DVT.

9 mins read
Business Traveller UK
November 2020 - January 2021

BACK TO BUSINESS

While our ways of working may have changed forever, our research shows that most of you remain convinced of the need to meet face-to-face

2 mins read
Business Traveller UK
November 2020 - January 2021

Ask the pilot

Our undercover captain reveals what it’s like to fly for a living

3 mins read
Business Traveller UK
November 2020 - January 2021

A novel time

We’ve all got one in us – and if lockdown doesn’t drive you to write that book, nothing will

3 mins read
Business Traveller UK
November 2020 - January 2021

4 HOURS IN... Munich

Hot-foot it around the German city’s new and historic sights

3 mins read
Business Traveller UK
November 2020 - January 2021