I seem to remember when he took over he cancelled a lot of the upscale stuff they were coming out with and didnt want them...

 

to lose their core audience so he bailed on the advances. I think that's when he started adding tech/computer access into the watches as well, to attract younger people and also stay in their price lane. Here was an interview...https://watchesbysjx.com/2016/11/interview-jean-claude-biver-on-how-he-turned-around-tag-heuer.html

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