Pecan Pie Pie à la Mode

So in an effort to provide "affordable watches" at a price point below $15,000 (cause that is a challenging price point to crack, apparently), Tag Heuer in their wisdom decided that the best way to show the world that they were "the dogs bollocks" of "affordable" watches was to make an "affordable" chronograph, with a tourbillon...

Courtesy of Tag Heuer

Which reminds me of a story my father used to tell of the days when he and my uncle were waiters at a tourist resort in New England in the late 1950s. Every night they would try to come up with the most ridiculous "specials"to sell to the tourists. Let's face it, this was long before Trip Advisor or Eater so rubes were fair game, and it only seemed right to take advantage of their naivete.  They would go to great lengths to convince them that Chop sued with baked beans (for example) was a wildly popular traditional New England dish.

One day over a fourth of July weekend, they were informed by the owner that the restaurant had procured "a few" pecan pies from the bakery in what might have been the culinary equivalent of a "fire sale".  They were also made aware that the 3 gallons of lime sherbet in the walk-in freezer were about to "turn".  

Where do new food creations come from?  The hamburger, the Waldorf salad, these culinary revelations were born out of necessity, chance or simply working with what was on hand.  Some have gone on to be mainstays in the culinary landscape.  History, however, quickly forgot the inspiration that was "Pecan Pie à la Mode Lime Sherbet".  

Let us hope Tag Heuer's latest salvo has a better fate.

For those who are interested, the pertinents -

TAG Heuer CARRERA Heuer-02T
COSC-certified automatic chronograph with Tourbillon

References

CAR5A8Y.FC6377 (non-limited edition)

CAR5A8Z.FC6377 (Black Phantom Limited edition 250 numbered pieces)

Case

Diameter 45 mm.
Made from grade 5 titanium, with 12 modular components (lugs, case
middle, bezel, case back, crown and its moulding, push-buttons, gasket between the middle and the bezel and sapphire crystals)
Black titanium bezel bearing the tachymeter scale

Steel crown over-moulded with rubber 

Movement 

TAG Heuer Calibre HEUER-02T, Manufacture movement
Black skeleton bridges
Automatic chronograph combined with a COSC-certified Tourbillon Black column wheel, new skeleton weight and chronograph bridges Carbon and titanium tourbillon cage
Power reserve in excess of 65 hours

Dial 

Black skeleton with 2 counters:
Chronograph minute counter at 3 o'clock
Chronograph hour counter at 9 o'clock
Polished and satin-finished baton indexes
Polished and satin-finished hands with SuperLuminovaTM details 

Water-resistance 

100 metres

Strap
Matte black alligator sewn onto black rubber with matching stitching Deployant buckle with safety push-buttons 

The Power of a Good Deed - Tag Heuer

So the auction has ended, and Cara Delevingne's Tag Heuer prototype has fetched 9,300 Pounds Sterling.  To give those of us who don't reside in the UK some perspective on that number, it is:

$14,450 in US dollars
13,165 Euros
14,262 Swiss Francs

Now keep in mind that number represents only HALF of what this auction has achieved.  Remember the folks at Tag Heuer?  They are MATCHING the total amount raised - so now, in fact, we are looking at a number just south of $30,000 US!!!

I am, as anybody who reads this blog will know, NOT a fan of PR/Marketing funds flushed down the toilet purely in the name of publicity.  Yachts, red carpets, etc.  I just don't see the point.

That is why I can't STOP SAYING GOOD THINGS about this particular partnership's outcome!

There are all kinds of watch writers out there, and I suppose that I have some small pocket of readership.  I have been told that I have the "intestinal fortitude" to call them like I see them.  The people telling me this use a much more colorful term for "intestinal fortitude" that begins with the letter 'b'.  I have no problem pointing out what I think is wrong with the world I work in.  But by the same token, I see something AMAZING when I see it.  And this is one of those things.

Think I'm over-blowing this?  When is the last time that the BBC, The Guardian, and an uncountable number of fashion blogs were following and talking about a watch brand and its ambassador to the extent that it has happened these past few days?  America's Cup?  A polo match?  Nope!

So I sincerely congratulate Tag Heuer who have definitively proven that doing good is good not just for the cause - it's even good for business - and that should be applauded!

Let's hope the other big brands out there know a good idea when they see it ; )

Enjoy your watches, and do something for someone else - you never know where it could lead!

Apparently Santa Claus Works for Tag Heuer!

Remember the excitingly refreshing news that news was this AM that Tag Heuer ambassador Cara Delevingne was auctioning off her prototype model to benefit WildCRU?

Courtesy of Tag Heuer

I don't know about the rest of you, but I had a "warm & fuzzy" feeling all morning.  And then it got even BETTER!

I will simply quote Tag Heuer's statement:

Inspired by our friend Cara Delevingne! TAG Heuer supports this great social cause and will match the amount raised from Cara’s auction to wildCRU.org. LET'S JOIN FORCES! 
tag.hr/caraforcecil

YES - you read that correctly, Tag Heuer will MATCH the amount raised from the Ebay auction for wildCRU and Cecil!!!

Oh, and the bid is currently SIX THOUSAND, SEVEN HUNDRED POUNDS STERLING!!!

And no - they have not (at least as far as I know) sent a press release, just a quiet little comment.  

Well, if they aren't going to shout it to the public, I certainly am!  

Drop your favorite Tag Heur rep, agent, pr person or CEO a thank you note!  And remember, you'll always recognize Santa Clause - wearing Red and White, and apparently GREEN as well!

Well Done Tag Heuer and Cara Delevingne!