I can’t say I’m a fan of the Formula 1 series, I checked some older models out at Singapore’s Changi Airport a few years back as a back-up watch and I can’t say I was that impressed. TAG Heuer are manufacturing timepieces based on their strength – motorsport. 

A couple of years later, I looked at the Formula 1 model for my nephew for his 18th birthday. Again, I could see better value in other watchmakers, the build quality isn’t good enough. So what happened? I understand TAG Heuer is looking for an entry-level watch for young people to get them excited – but still. If you want the TAG Heuer name on the dial and bracelet, then you need to back it up. 

TAG Heuer has a long relationship with Formula One, this is admirable, TAG Heuer has very much been involved in F1 for a very long time. The TAG Heuer Red Bull racing sponsorship has been very rewarding for the company. I am sure it has been very rewarding for the Red Bull racing team too, they are a successful race team and this branding is pretty much what TAG Heuer is known for.

I understand the principles behind the entry-level F1 series, this is an aspiring market segment who don’t have a big discernible income, they don’t have the spare funds that more established workers do. However, they are seeking to build a long-term relationship with a younger cohort to win some brand loyalty. I understand the thinking behind this, but if the quality is not there, then they damage the brand.