This will allow TAG to eventually produce variations of the same case with different colors, bezels, etc. The case is made in an unconventional modular manner where different components are assembled to form the case. The 01 comes in a 45mm stainless steel case, coated with titanium carbide. As I will discuss, however, the 01 should be appreciated for its design and impact without any consideration for its price. This, by itself, will be a turn-off for many watch collectors as the Veblen goods idea makes them shun the 01 for its entry-level-luxury-price. Then here comes the Heuer 01, with a brand new design and an in-house chronograph movement and cool features at a LOWER price. Certain timepieces (who will rename unnamed) have gotten crazy expensive despite using very basic and common movements, very basic materials, and very old designs. It’s the idea that the more expensive a product becomes, the more people demand it. The watchmaking industry seems to have adopted the Veblen goods philosophy, where demand for a product rises along with its price. This is quite refreshing because it seems to fly in the face of what most watchmakers have been doing for the past decade. Nevertheless, TAG Heuer made a real effort to offer a really spectacular piece at an attractive price rather than just pricing it into the high-roller category. With an MSRP of nearly $7,000 CAD, it is in Rolex and IWC price ranges. But let’s be realistic- the 01 is still a very expensive watch by most standards. From what I have read, TAG Heuer actually implemented all sorts of cost-efficient techniques during production in order to deliver a high-end timepiece experience at an affordable price. Second, the 01 resembles many Hublot Big Bang models with skeleton dials. Jean-Claude Biver, who led Hublot to such spectacular heights. First, this was the first new TAG to be unveiled under the leadership of M. The TAG Heuer Carrera Calibre Heuer 01 (the “01”) has been labeled “the affordable Hublot” for obvious reasons. And my new Carrera Caliber Heuer 01 is one helluva racing piece… In fact, the quest for a real racing piece is what really started it all for me. You see, while TimeCaptain has been obsessed with grails and Panerai for the past few years, he has also been craving a serious motor racing-inspired chronograph. It’s almost like the end of a quest for TimeCaptain. This TAG Heuer represents somewhat of a milestone in my collection.
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