Q&A – Tag Heuer

  In an effort to move from a pure traditional watch brand toa full-on lifestyle brand, the 151-year-old Swiss manufacturer, TAG Heuer, istaking some bold risks. As the world’s fourth largest luxury watch brand andnumber one worldwide in chronograph pieces, it is also launching its secondgeneration of luxury phones, called “Link”, the first luxury smart phonedeveloped on an android platform. Its expansion plan in the Middle East is noless ambitious. In July the firm opened its 10th boutique in the Middle East,in the Beirut Souks, with the Atamian family as their exclusive agent. Beirutwill be one of the first markets in the region to be exposed to the new “1887”,which is an update of the iconic Carrera watch, with a twist. Though originallylaunched in 1964, the firm is now a chronograph manufacturer, so movements aremade for the first time via the firm’s 100 percent in-house department, insteadof sourcing from Swiss