SJX Watches
Interview: Nicholas Biebuyck, Heritage Director at TAG Heuer
A Briton who has been the Heritage Director at TAG Heuer since March 2021, Nicholas Biebuyck is in charge of the brand’s museum and archives. Like his peers at other brands, Mr Biebuyck’s role goes beyond historical papers and vintage watches. He participates in product development and marketing, while being a brand ambassador, especially in bringing the brand to enthusiasts and collectors. But Mr Biebuyck also experienced a swathe of the watch industry prior to his role at TAG Heuer. He was previously a watch specialist at Bonhams and then Christie’s before joining Blackbird Watch Manual, a specialist magazine based in Hong Kong. Mr Biebuyck, who now lives in Switzerland with his family, also gained an insight into the art of managing clients with earlier stints as a “Genius” in an Apple Store and then marketing private-jet charters in Africa. The hand-finished movement in the one-off Monaco Only Watch 2021, a hint of where TAG Heuer might be headed And so Mr Biebuyck was wearing several hats when he was in Singapore recently during the Formula 1 Grand Prix weekend, when TAG Heuer staged an exhibition dedicated to its history in motorsports. We got the opportunity to quiz him on several topics, including where TAG Heuer is headed and how the brand balances its glamorous motorsports history with its avant-garde innovation. And we also gain his thoughts on the vintage Heuer market, especially after the high watermark of the Heuer thematic auction in 2017. SJX: ...
