TAG Heuer Movement Strategy

Posted by: C11   |   22 March 2012   |   10 Comments  

Calibre 11 has covered the key developments in TAG Heuer’s movement strategy over the last 18 months and today we can bring you a detailed look at what is happening in 2012 and beyond. And the news is significant: more in-house Calibre 1887s, a new high-end mass production movement and a continued move away from ETA, Nivarox and the rest of the Swatch Group.

New in-house Movement

The most significant news today is that it has confirmed that it is tooling up to manufacture a new high-end in-house movement. The movement is 100% designed and assembled at a brand new green field site in Chevenez. The Chevenez site will not only produce many components, but will also assemble the new movement.

As we understand it, the new movement will be positioned above the Calibre 1887 and more in the segment of watches currently powered by the Calibre 36.

While nothing is official, our guess is that the new movement is based on the Mikro-platform, the innovative dual-chain Chronograph movement that has powered the Mikrograpgh, Mikrotimer, Mikrogirder and Mikrotourbillon.

Calibre 1887 Update

Production of the Calibre 1887 will move from its current location at Cornol (Cortech) to the new site in Chevenez by the end of 2013. Cortech will now focus soley on producing cases.

Volumes of the Calibre 1887 will be expanded so that the movement can be offered across the TH range- not just the Carrera.

The other piece of news on the Calibre 1887 regards its hairspring. Nivarox (Swatch Group) informed TAG Heuer in January of this year that they would not renew their contract to supply hairpsrings for the Calibre 1887, forcing TH to look elsewhere. You can read more about the background to this decision here.

To replace the Nivarox Hairsprings, TH will source Hairsprings from a both Atokalpa (Switzerland) and Seiko Instruments Inc (“SII”) , whose TC78 movement forms the base for the Calibre 1887. We see this as an interim step and it wouldn’t be a surprise to see TAG Heuer- either on its own or as part of LVMH- making its own hairsprings in Switzerland within the next 10 years.

Also note that the rotor on the 2012 version of the Calibre 1887 has been updated to the design shown above- part of the changes and improvements that continue to be made on the Calibre 1887.

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