Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Back in 2013, Bulova took the coveted title of "Official timekeeper of Manchester United" away from Hublot. In about 2008, Hublot's CEO Jean-Claude Biver had signed what was and still is (I believe) the most followed football (soccer) club (team) in the world with something like 660 million fans. Now in 2016, Jean-Claude Biver gets his beloved Man U back as CEO at TAG Heuer, with Manchester United signing as part of a just announced new global partnership. On more than one occasion, Mr. Biver has called the club "the most prestigious football team in the world."

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

LVMH shareholders will nod their head in approval when realizing that this is part of TAG Heuer's larger strategy to more naturally enter the Chinese market rather than purely by building up retail stores. Manchester United shares that over 100 million of its fans are in China, with that number growing. With accessible prices, timeless designs, and a lot for generation Z kids to start getting excited about, TAG Heuer is LVMH's best bet as a global power house watch maker that is able to push the volumes needed to return the brand to its impressive 1990s volume of sales. CEO Jean-Claude Biver has not only been helping TAG Heuer evolve for the future, but is also helping the brand re-discover its strengths.

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News
Hublot Big Bang Red Devil Bang

Competitive product pricing is an important part of this relationship because one of the key values to Manchester United when they signed with Bulova (as they told me) was to offer a timepiece that their fans could afford. Hublot's previous limited edition "Red Devil" watches for Manchester United were pretty cool, but predictably priced outside the budget of most Manchester United Fans. In conversation, Jean-Claude agreed with my statement that the TAG Heuer and Manchester United partnership amounts to the best of both worlds. First, an accessible price point, but also the excitement of Biver's passions and creative ideas.

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Recall for a moment one of the limited edition King Power watches Hublot made as a Red Devil piece for Manchester United. The hour markers where composed of a strange Hublot-made material that included actual grass from the remodeled Old Trafford stadium that Manchester United plays in. That weird and wonderful attention to detail is why we love this stuff (and why dedicated fans buy it).

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News
Hublot Big Bang King Power Chronograph Red Devil Manchester United Special Edition (Image Credit: WatchUWant.com)

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

TAG Heuer actually went to Beijing, China, with members of the Manchester United team to announced their new relationship with the brand. One might think that the sponsorship/partnership would be announced in Manchester, England, but the Asia-boost they each want from the relationship prompted TAG Heuer and Manchester United to share the news in the Chinese capital. Right now, no first limited edition or special watch has been mentioned yet. But one is coming soon.

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Jean-Claude Biver is openly dedicated to giving Manchester United fans an "accessible Swiss luxury watch brand." I read that to mean not just a few nice products, but a brand that they feel is both high-end and understands their needs as watch and sports lovers. Mr. Biver actually feels the new TAG Heuer relationship with Man U makes sense for him personally, as it marks the almost 10-year anniversary of when he initially worked with the British football team. For him, this new chapter represents a maturity of the relationship, and he is confident that he can apply what the two brands have learned in the last decade towards a more high-volume product like TAG Heuer timepieces as compared with Hublot.

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News

Manchester United Remarries Jean-Claude Biver By Joining TAG Heuer Watches Family Watch Industry News
2016 TAG Heuer Aquaracer 300m

The first watch that we will surely see soon will be called the TAG Heuer Special Red Devil Edition watch. Until its launch, it looks like the Manchester United players will be donning TAG Heuer Aquaracer 300M all-black phantom diving watches. Now comes the work to train all the players on who makes the watches they will all be wearing. tagheuer.com

  • Raymond Wilkie

    I’m Scottish……………………..enough said.

  • The Chevrolet tie-in is what has me baffled. BTW – I like the Aquaracer (which I reviewed here: https://www.ablogtowatch.com/tag-heuer-aquaracer-300m-watch-review/ ) so that could be a good starting point for them.

    • Dakota Dennison

      Chevrolet signed to be their kit sponsor in the largest sponsorship deal ever

      Companies pay to be on the front of teams shirts for the advertising and reputation

      • That I get. I didn’t know that football/soccer was big enough in the U.S. to be worth the effort for what is essentially an American car company.

        • Chaz

          Isn’t Man U partially or wholly owned by an American?

  • DebugOutput

    What is going on with those promo shots, they look like they were taken in a hallway or dimly lit hotel room with a crappy smartphone…!?
    I own an older quartz Tag Aquaracer chrono, which is my least expensive timepiece but my most valuable as it was a wedding day gift from my wife and therefore I would never sell it and it would be the first watch I grab to save from a fire. It’s funny how much emotional attachment we put on these little mechanical beings 🙂

    • DanW94

      Yeah, and the players look totally bewildered also, like they’re being held against their will in a flea-bitten Motel 6 somewhere. “Look into the camera, now show us how much you love your Tag or you might just lose a few toes – Not to good for kicking a ball, I imagine”

  • Dakota Dennison

    They also became the premier league official timekeepers as well

    Never though I would see the day Man Utd would be on ABTW ??

    The Hublots were expensive and awful looking, and the Bulova’s were cheap

    Maybe there will be a reason to get a tag after all – a Monaco Utd piece would be nice

    GGMU

    • Yeah, a Monaco would be an interesting choice to base a MU watch upon.

  • Ulysses31

    They must be really scraping the bottom of the barrel if they think anyone wants to own a watch associated with these knuckle-dragging overpaid fools. OK, I mostly take issue with Rooney. Now there is a man with a face only his mother could punch.

    • IanE

      Well, I dare say there are quite a few knuckle-dragging fans who might like such a pairing!

      • Ulysses31

        This is true, though I wonder how many average fans could even afford such watches.

        • Chaz

          Don’t ever underestimate the spending power of knuckledraggers…

  • iamcalledryan

    As long as they are not English and this is not an international tournament I am sure they will be fine under pressure!

  • Raymond Wilkie

    If i may digress……. I don;t get football / Soccer at all, bores me rigid, i liked rounders at school ( a kids game ) that some of you guys call baseball which you have taken to a ridiculous level, …..but each to their own.

    • Phil

      Cool.

    • laup nomis

      I’m a demon at the tiddlywinks. And at school I wasn’t bad at nurturing the old conker, with vinigar and special conker fighting techniques, handed down through the generations. These were handed down through the male line with masonic secrecy and ritual. Unfortunately the H&S people have come in mob-handed and stopped the junior kids doing anything as ‘dangerous’ conkers.
      Someone mention football millionaires wearing some watches in a great marketing jamboree. Sorry, don’t give a

      • Raymond Wilkie

        Aaagh conkers, a game for true champions. Soaked in vinegar and then baked for a while in the oven. I was unbeaten.

        • laup nomis

          Unbeaten! Pah! The gauntlet has been thrown.

  • IanE

    One has to hand it to JCB: he never seems to need a rest – I wish I had half his energy (half his money would be cool too!).
    If I didn’t already have 2 divers, that Aquaracer might tempt me, so, for my money, I guess JCB is doing something right at Tag Heuer (more than I can say about the Hublot stuff, though I guess they sold pretty well). [Or maybe those Aquaracers were before his move?]

  • Beefalope

    This is HUGE news.

    Oh, wait, never mind — I actually couldn’t care less.

  • Chaz

    Still looking for the “Sponsored Post” tag.

    Glad to see Biver’s son carrying father’s torch and arselicking celebs and jocks for every photo op even though no one knows who “that kid in the middle” is…

    (feeling salty this morning)

  • Bill W

    Giant Chinese Pander

    • Phil

      Wish I could like this more than once

  • McFly998

    Someone needs to tell these companies that sometimes it’s better not to have a brand ambassador. Footballers….. Yes – they’re well known for their good taste aren’t they.

  • Juan-Antonio Garcia

    Its a very nice watch, its a very good team, so good for them. Also, very smart move, Chinese love football and families are awake watching the games at 3-4 am. That said, you have to reach to that base, specially that there are millions of them. They love the sport, and not only European leagues but Latin Americans too.

  • Boogur T. Wang

    The game is soccer – NOT football.
    And CHEVORLET is an American car brand.
    “TAG Heuer actually went to Beijing, China, with members of the
    Manchester United team to announced their new relationship with the
    brand.”

    Next stop the U.A.E.

    • Raymond Wilkie

      Manchester United play football.

    • IG

      What you call “football” is rugby played wearing fag pants and helmets. And CHEVORLET must be a new thing I’ve never heard it. There’s some American crap car brand called Chevrolet, they must be desperate to advertise on Man United shirts…

  • spiceballs

    Neither a Man U or Hublot fan but have to say the first black, yellow & red piece is striking – wonder how it is “in the metal”. Popularity of soccer/football in US is building well.

  • speedy

    Not my kind of things either but remember that this is the most popular team of the most popular sport in the world… and Hublot, whatever we may think of it, has been quite successful with this kind of associations. Just not with the demography of watch blogs…

    However, I find it daring to associate Chevrolet and Tag Heuer, which are very US-centered brands, with football (or soccer as you call it there), the ultimate everywhere-in-the-world-but-the-US sport, even though I heard it was slowly changing…

  • Larry Holmack

    I actually don’t mind watching soccer / football in person…especially when it is half price beer night!! Houston’s MLS team actually draws some pretty hot Latina’s to the games…so you can get in some girl watching time without the wife slamming ya over the head with her purse! When have cheap beer and hot women to watch…who cares about the actual game?