Heuer*, Geneva, Switzerland

Heuer 2000 Quartz Chronograph ETA 955 232, 26 Jewels, Battery R395
Front	Front 2	Back Full	Back	Movement	Wrist + Dim.

 

Heuer SEL Gold-Plated ETA 955 412, 7 Jewels, Battery R395
Front	Luminosity	Gold-plating	Movement	Wrist + Dim.	Closer

Heuer, TAG Heuer and LVMH
*I prefer Heuer over TAG Heuer, TAG has sold this watch company a long time ago and the TAG is just kept in the logo because we live in a "brand" world ... adding that "Technologie d'AvantGarde" was a marketing/branding oriented decision anyway, probably to promote TAG during the Formula-1 races in the 80ies. Interestingly Heuer still uses Formula-1 as a main marketing vehicle. With the new Kyrium line, F-1 even became a model name. Lately there is always Tiger Wood looking down from the TAG Heuer posters... I am not a big of endorsements. I know that in a brand crazy world, this seems about the most successful way to boost sales, yet, I normally prefer companies with more reasonable marketing budgets. And now TAG Heuer is part of the luxury conglomerate LVMH (Louis Vuitton Moet Hennessy) and I think for all those companies within that conglomerate it will be quite difficult to sustain their identity. Also Zenith is in that huge basket of companies and that is also the reason, why the TAG Heuer Chronograph "Links" sports now the El Primero 1/10 sec movement in the automatic version. I have read on a watch forum, that LVMH plans to centralize movement production and development. Hopefully all those historical watch brands do not just become empty marketing "hulls" ... and what a cool idea it is to put a 1/10 sec chronograph into a watch endorsed by a golfer. This rather fragile and very high beat (36'000 bph) is about the last you want to wear on the golf course when cutting out huge divots
Rolex had trimmed that beat to 28'800 in their Daytonas in order to make them more robust. At least that is what I was told by a Sales Manager from a very large watch shop chain. And now we get the 36'000 bph movement in the "Links" Model, always depicted on the wrist of some hard hitting golf pro. Hm...