TAG Heuer

Annette, she is the most sweetest person in the world next to my wife.

Those two will give you diabetes like they are so sweet and they work great together and they And even if you have a corporate team building thing you want to do, we really have 10x our corporate team building over the last, you know, well, since we started every year when we had Tag Heuer come, you know, the Swiss watch company from Switzerland, the president came and I mean, we had 75 of them out and did a tour and we do everything from catered Rides for the food, you name it, we do it all.

We've had big, big, big companies come out.

I probably won't drop any names, but believe me, we have had major, major companies come out.

yeah.

How much do you reckon Kyle Landry gets paid by Tag Heuer? If you had to take a guess.

This is totally not based off anything whatsoever.

So I don't want someone like going, oh, Ben said this.

I don't think it's far

off.

Tag Heuer, it's a big brand, isn't it? Jeez, it's good if you can get it.

Yeah.

And for the last 22 years, it's kind of languished.

It went from a Swiss brand that I think stood side by side with peers like a Tag Heuer or an Omega and others.

Now it's kind of turned into, unfortunately, sort of a mall brand.

And, you know, when you have a hammer, everything looks like a nail.

May he rest in peace.

The Tag Heuer.

I'm definitely going to read that article because I have no idea what they did there.

I'm guessing they use their patented carbon hairspring that they've been trying to hyped the last few years.

Whatever you want to say, every component is finished with absolute mastery.

The smoked sapphires are an exquisite touch.

the slate blue dial is you know close to the color of the real-time show we'd accent it with a bit of blazing orange and maybe we should reach out to rich up and say hey if you want a quick and easy collab we've got one for you but bloody hell what a piece absolutely stunning watchmaking top drawer can't say anything against it it's just my personal obsession with the parmigiani notched it over the finishing line Tag Heuer.

Well, you know, I don't like Tag, but in general, and I loved Heuer, but I don't like Tag.

That's a valuable point of contact, even though purchasing a LEGO set doesn't automatically make someone a race viewer.

Lego also used Kosterman's home race at Zandvoort for a special livery inspired by Dutch tulips, while Tag Heuer introduced a separate orange design connected with its own product.

Those are small examples, but they show how a race weekend can become a reason for a brand to create something distinctive.

The driver gets attention, the sponsor has a story linked to a place or product, and fans have another reason to share what they're seeing.

Lego can put the sport into family play.

And Disney can introduce driver stories through entertainment.

American Express, Puma, Tag Heuer, and the Formula One teams have their own reasons to participate.

I like that variety because it allows the series to show up in places where a junior motorsport competition would rarely have appeared a few years ago.

So how did you get started in that? That's quite an unusual business to build.

Definitely yeah I mean watches were something I was always interested in like my uncle my dad always had a few nice watches and my uncle left me like a really nice tag heuer when he died and I was just wearing it for everything I was like a teenager and wore it on a kayaking trip and it came off my wrist and in the water and just got completely lost forever and I think that was kind of the moment where I realized watches actually are not just a little mechanical thing for telling the time it's it's deep stories it's like it's attachments to big moments in your life and that's what makes them interesting and cool and that's where i kind of got the passion for for watches from and i think through then my career i went to work in mechanical engineering i worked in in operations and very technical kind of roles and i think that love of the technical side of things of how things work put together with business was kind of a yeah that was the match for me

and then it's ballsy I was thinking about driving in.

I was like, it's ballsy to start like a new premium watch brand.

And there's now companies, the smaller ones like Hanhardt, Okanoska, Full & Merry, right? Yeah.

And there are big ones like Tag Heuer and Bremond and Norkain and some other big brands that are actually using Breitling, of course, that are using AMT movements now as manufacturer movements that are made especially for them with certain specialities that are just exclusive to each of these brands.

They seem to have not just taken on all of the, you know, ETA supply of the SW range, right? But they actually have gotten so good at this kind of business.

that they're really market leading, right? I think there's Lajupere, Soprot, Miota and Seco and all of these guys who are supplying microbrands.