Chapter 15: Retailing

TAG Heuer is one of the most heavily traded Swiss timepiece companies, with distribution spanning over 6 of the 7 continents. As a member of the powerhouse conglomerate, LVMH, location of where their items are sold is vital to the company's future and name. The location must go through a rigorous process before being deemed worthy of carrying their luxury line of wristwatches.

Where can you find TAG Heuer watches? TAG Heuer watches are sold through Department Stores and Specialty Stores. In New York City, for example, you can find TAG Heuer being sold at Bloomingdales, a chain of luxury department stores, Wempe Jewelers, an Independent chain of Jewelry and Watch stores, and Tourneau, a Specialty Watch store carrying over 100 watch brands; among others. These stores are considered ADs or "Authorized Dealers" of TAG Heuer. TAG does not currently have Authorized Dealers to sell their product online, although it is fine for the ADs to sell or show product through their store website - all others selling their product are doing so without the permission of TAG Heuer. TAG Heuer is also sold through their company boutiques. Currently there is 1 in the U.S., located in Las Vegas, NV.

Buying a TAG Heuer watch can be a different experience in each and every location. On Saturday, I decided to visit the Tourneau location in Columbus Circle, to get a firsthand feel as a new consumer interested in TAG Heuer.

I was greeted by a salesman named Adam. He seemed very knowledgeable in watches, in general, but not so interested in TAG Heuer. I started out by asking him to try on the Grand Carrera Calibre 17, which retails at $8,000. Adam was very friendly as I looked at the watch and we began chatting about watches as well as a future cruise my girlfriend and I are taking this winter, which just so happened to be at a place Adam resided in for 3 years. After about 5 minutes, I then asked him if he could take out another watch, the same watch with a mixture of gold and steel. I proceeded by asking which watch he thought looked better as well as which watch he felt suited me the most. He gave his opinions, which were a little biased, but appreciated. There was no question the original watch suited me, but as a middle aged man, his tastes were geared towards the yellow gold. I then proceeded to the IWC section of the store, where he began showing these watches enthusiastically. A sign this was a brand he liked and one he had knowledge in. After trying on a couple, I thanked him and walked around the store for another 2-3 minutes looking at the displays and cleanliness of the store. Needless to say, the store itself got my approval although I felt the salesman could have educated me a little more in guiding me through the process of buying a watch from the name brand I originally came in to look at.

Watch companies are actually aware of such behavior, hence the openings of many brand boutiques on Madision Ave, such as Vacheron Constantin, Hublot, IWC, FP Journe, as well as many others who have opened up a base in Midtown over the last 10 years. They feel their brands are not being sold or pushed properly when among so many others, which is one of the reasons why they prefer stores dedicated to their brand solely. If you go to a brand boutique, they want to educate you and impress you with every intricate detail, that even if you have no interest in buying their product, you will at the end of the day. Although there are no current plans to open a TAG Heuer Flagship Boutique in NY, I'll be expecting their arrival over the next 5 years.