Biver lays out extent of restructure at TAG Heuer

LVMH boss Bernard Arnault with Jean-Claude Biver in 2015.

Jean-Claude Biver has explained that his mission to restructure TAG Heuer has effected every layer of the business from manufacturing and management to distribution and sell-through.

In a wide-reaching interview with ABlogToWatch.com, Biver explains that he sought to reconnect TAG Heuer with the values of Heuer founder, Jack Heuer, by putting customers first.

Biver told ABlogToWatch.com’s Ariel Adams: “We have restructured the integrated industry, dial factory, case factory, and the movement factory. We have restructured the product by trying to bring not only a better competitive price, but a much higher perceived value and much more innovation and technology. We have also completely re-organized the Quality Department as well as the After Sales Department. We have changed the Distribution Policy and have focused only on the primary channels as well as on the sell-out rather than on the sell-in.”


To successfully implement his strategy and revitalise the company, Biver replaced around 30 senior managers within the brand’s global operation, replacing 28 of them with more junior managers.

Biver explained to Adams that repositioning the watch offer of TAG Heuer at a lower price point had succeeded in creating ‘higher traffic and more volume’. He also stated that he believed brands needed to pay as much attention to their sell-through as their sell-in in order to avoid inventory gluts.


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