At around £12,000, the TAG Heuer Carrera Heuer-O2T is one of the most competitively priced COSC-certified chronographs with flying tourbillon on offer from a major brand.
The pricing of such an advanced package is not a one-off for TAG, as its CEO Jean-Claude Biver explained in conversation with WatchPro at the launch.
“Whether it is a CHF 2,000 watch or a CHF 20,000 watch, the perceived price must always be at least four times higher. We thought it would be interesting to start building our own tourbillon movements but, should we do this, the condition would be to present a tourbillon watch with a perceived value four times higher than the retail price.
“We wanted to have a perceived value between CHF 40,000 and CHF 60,000 CHF, which would request a retail price between CHF 10,000 and CHF 15,0000,” he revealed.
The muscular 45mm watch is made from lightweight titanium and houses a Calibre HEUER-02T, a movement developed directly from the DNA of the CH-80 chronograph.
There are no stated limits to the production run of the O2T, although a Black Phantom version priced at £16,000 is limited to 250 numbered pieces.