Maybe not the most prestigious on the block, but TAG Heuer has built their brand as a solid sports watch. One of their quintessential models, the TAG Heuer Professional, has been with the company for almost 4 decades. Why and how?
The quartz crisis
The 1970s and the early 1980s marked a tough time for the Swiss watchmaking industry. This was the time when quartz watches challenged the traditional mechanical watches, not only in terms of technological advancement, but also with respect to a much lower price. It’s interesting to note that this period was dubbed “the quartz revolution” in countries that saw an opportunity in the quartz technology. Such was the case with Japan and the USA.
The extent of the crisis was such that between 1970 and 1988, the number of people working in the Swiss watchmaking industry plummeted from 90,000 to 28,000. In 1970, Switzerland boasted 1,600 watchmaking houses, whereas in 1983, there were (only) 600. Such an economic upheaval had a socio-psychological impact on the Swiss identity. That was the industry landscape at the point when the TAG Heuer Professional was born.
Rising to the challenge
The TAG Heuer Professional was launched in 1979, when the company was known as only Heuer. The watch house focused predominantly on racing chronographs, but decided to offer a reliable, sturdy and precise diving watch. It is said that at the time, the market lacked an affordable and reliable diving watch made by a private manufacturer. Offering a compelling value proposition – precision and sturdiness at an affordable price – the TAG Heuer Professional instantly triumphed. Even though the original model from 1979 had either a quartz or mechanical movement, most Heuer Divers came with a quartz movement. The following year, there were 4 dial sizes offered, together with a variety of dial configurations.
A copy of the Rolex Submariner?
The uncanny resemblance of the TAG Heuer Professional to the Rolex Submariner could possibly fool a bleary eye. This striking likeness to the Submariner was not something that Heuer denied. Rather, it was explained, the company decided to offer the popular esthetic at a much more affordable price (approximately 5 times lower).
Bestseller on its own merits
Ever since the TAG Heuer Professional was introduced at the end of the seventies, it has remained with the company and evolved. In 1985, Heuer became TAG Heuer, but the demand for the model didn’t wane. Indeed, the line was expanded and in 2004, the name of the watch was changed to Aquaracer. The model’s success came without any aggressive marketing efforts and smart campaigns. It was a reward for the company’s readiness to adapt.
Find your TAG Heuer Professional at Leo Hamel’s
You’ll find the very best new and pre-owned watches for sale at Leo Hamel Fine Jewelers. We’ve been buying and selling pre-owned fine watches for 37 years. Our Rolex factory trained watchmaker ensures that each pre-owned watch is expertly reconditioned to look and run like new. The only difference is the price! Pre-owned watches can be purchased for hundreds to thousands of dollars less than when they were new. But they sell fast! Don’t wait to see if they make it to our website – many of the best deals sell in a matter of days. You must come in person to see everything that we have for sale on any given day.
You’ll feel welcomed at our beautiful showroom on San Diego Avenue and our friendly, knowledgeable salespeople will assist you in whatever way we can. If you don’t want to miss out on the great deals that we’ve tracked down, sign up to get our Sales & Specials list, and tell us if there is anything you are looking for that we don’t currently have. Our personal shopper option will contact worldwide resources to find it for you. Rest assured that our commitment to your needs will exceed your expectations!
