Earlier this year, Tag Heuer introduced a revised logo onto their watches. The change is fairly subtle and may have gone un-noticed by most. The change concerns the word TAG and the new logo is shown above, the outgoing version is shown below.
The outgoing TAG Heuer logo.
Without delving too deeply into the brand's history, TAG was added to the original Heuer logo following a buy-out by Techniques d'Avant Garde in the mid 1980s. This TAG logo was familiar to motor racing enthusiasts who would have seen it on Formula 1 cars including Williams and McLaren in the 1980s as the company was a supplier of engine components.
TAG's connection to motor racing combined with Heuer's established record of timekeeping in the sport meant that the brand oozed motor racing heritage more than any other, an element which has been mildly diluted by the latest logo change under current parent company, LVMH.
The original Heuer logo is still used on special edition watches which are released now and again and these are generally quite sought after. Vintage watches bearing the old logo are now highly collectable and their higher values are reflected at auction.
The latest logo change may be something of a disappointment for long-term supporters of the brand but it may result in added value to watches sporting the discontinued branding, something of a bonus for watch owners and something that collectors will be most likely be keeping an eye on.
A Williams F1 car with TAG branding.
TAG's connection to motor racing combined with Heuer's established record of timekeeping in the sport meant that the brand oozed motor racing heritage more than any other, an element which has been mildly diluted by the latest logo change under current parent company, LVMH.
The original Heuer logo is still used on special edition watches which are released now and again and these are generally quite sought after. Vintage watches bearing the old logo are now highly collectable and their higher values are reflected at auction.
The latest logo change may be something of a disappointment for long-term supporters of the brand but it may result in added value to watches sporting the discontinued branding, something of a bonus for watch owners and something that collectors will be most likely be keeping an eye on.
A Carrera Calibre CH80 Chronograph with discontinued logo.
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