Why Tag Heuer picked Cara Delevingne to launch its Chinese edition of the Monaco
The CEO of LVMH watchmaking division tells STYLE why Tag Heuer picked Shanghai for its Chinese launch and how the Monaco accounts for 20 per cent of French sales
The latest instalment in our On Work series with luxury CEOs. This month: Stéphane Bianchi, CEO of LVMH watchmaking division and CEO of TAG Heuer
This year, TAG Heuer marks 50 years of the Monaco. Stéphane Bianchi, CEO of LVMH watchmaking division and CEO of TAG Heuer, reveals the reason for its lasting popularity, and why one of the anniversary models was launched in Shanghai.
China is a country that inspires us. It’s always innovating. There is a lot of tradition but the country’s always looking ahead
Job Experience 2018-present: Head of the watch division at LVMH Moët Hennessy Louis Vuitton and chief executive of TAG Heuer
2015-2018: Board member of Maus Frères, responsible for brands like Lacoste, Gant and Aigle
1998-2015: CEO of cosmetics and beauty brand Yves Rocher
1994-1998: Joined Yves Rocher Group
Why is the Monaco more popular now than ever?
It’s been growing in popularity over the past 10 years. It accounts for more than 20 per cent of our sales in France. In 1969, when it was launched, it was not popular at all. It was too different. It was blue – people were not used to having blue dials; they preferred white or black. Having the crown on the left was a crazy thing. Square? Wow! People didn’t like it very much at all.
What made it famous was the film [ Le Mans , 1971]. Since then, people who love cars and motorsports in Europe have been wearing a TAG Heuer Monaco. Then there is the famous Formula One Grand Prix in Monaco, where every year we speak about the Monaco watch and TAG Heuer. Step by step, it has developed into a real big story. And now it looks modern. It was much too far ahead of its time – and now it’s in its time.
Why launch one of the 50th anniversary models in Shanghai?
We started with Monaco, during the Grand Prix, as we couldn’t possibly start with another city. Then we went to Le Mans. Again, we had to. Then we went to New York, then Tokyo. Why did we finish with China and Shanghai? It’s simple – because China is a country that inspires us. It’s always innovating. There is a lot of tradition but the country’s always looking ahead. Every time I visit Shanghai it’s like a different city, there’s something new. From the beginning we thought the most contemporary limited edition should be launched in Shanghai. To us, it’s the most contemporary city in the world.