Not only is next Thursday the opening day of Baselworld 2016 it is also the day that TAG Heuer launches its new Autavia Cup.
The Swiss watch brand intends to reissue one of its historic Autavia models in 2017 and wants fans of the brand to decide which one.
Original Heuer Autavia models from the 1960s have grown in popularity over the past 12 months, fetching ever increasing prices at auction. The exercise is sure to boast TAG Heuer’s online customer engagement.
A brand spokesperson said: “This is an original project, a community initiative, a spontaneous consultative approach with customers, collectors, enthusiasts, boutique and clients. A first among watchmaking brands in terms of preserving and showcasing their heritage.”
Starting on Thursday 17 March, TAG Heuer will post 16 examples of first generation Autavia watches from the 1960s in pairs at www.autaviacup.com and ask fans to select which one they would prefer to see reissued.
First round votes must be cast by March 31st after which a second online round will follow to determine the four finalists. Then on April 18th Jean-Claude Biver, president of LVMH watch division and TAG Heuer chief executive, will announce the winning model which will then be presented at Baselworld 2017.
Before the Autavia Cup launches officially next week, here’s a look at the 16 models in contention.