In an exclusive interview before the launch

In an exclusive interview before the launch, Babin expressed his passion about the brand known for its consistency.

Babin has been at the helm of TAG Heuer since November 2000 and draws his inspiration from the TAG Heuer DNA.
He said as one of the oldest watch making companies from Switzerland, TAG Heuer was mostly family-owned until the 1980s.

“We were the first one in 1916 to get the 1/100th of a second mechanical, which opened the gates to timing the Olympic Games in 1920s.

“Till today we are one of the capable watch making companies who has produced mechanical chronograph, represented in Geneva accurate 1/100th of a second.

“We have established and reinforced unique leadership in mastering the most accurate time covering many different sports thanks to out time keeping instruments,” he said.

Babin said before 1916, sport events were measured 1/5th of a second.
This, according to Babin was not accurate enough to establish a real winner sometimes.

With the precise time-keeping instrument, the company has helped to add integrity to sports and this is a source of pride for the brand.

In the luxury market worldwide, TAG Heuer is the fourth largest brand and in Malaysia it is the second largest. “We have a very strong investment and our boutique is the seventh in Malaysia, making it the second country in terms of boutique behind China and worldwide.

“For us, Malaysia is a primary market and by bringing Shah Rukh Khan, it shows how serious we take the market’s potential,” he said, adding that the boutique helped to reaffirm the brand’s stellar position in the industry.

He added China was a challenge as they only ventured into it two years ago, thus they would have to employ similar strategy like in Malaysia to become one of the leading brands.

“Out target for Malaysia is to become No. 1 and enhance our reputation and the desirability factor.”