In early February, I had the chance to visit TAG Heuer Customer Service and experience how their timepieces are serviced. I also had the opportunity to speak with Markus Breitsamer, Head of TAG Heuer Customer Service, about the centre’s history and present work.
TAG Heuer Customer Service
The service centre is responsible for watch service in Germany, Austria, Nederland, France, Belgium, Luxembourg, Irland and Nord Ireland and supports 24 countries with components and services (countries such as Poland, Slovakia and up to the Baltic countries, so practically the entire European region is served). There is a second service centre in Madrid taking care of Spain, Portugal, Italy and Greece.
The service centre handles repairs both within the warranty period and for more complex issues, including those involving tourbillon complications. Last year, the service centre processed approximately 26,000 repairs.
The TAG Heuer service team in Pforzheim has grown significantly since 2012. It began with just 14 employees and now boasts a team of 54, with plans for further expansion. The service center occupies two floors:
- 4th Floor: This floor houses the welcoming area, conference room, and training areas.
- 6th Floor: This floor is dedicated to the workshop, administration offices, and the components warehouse.
To ensure parts are readily available for repairs across various countries, TAG Heuer maintains a minimum safety stock. This stock is dynamically replenished based on a statistical analysis of the past 3 months’ operations, approximating upcoming needs. The system also factors in delivery times to maintain optimal stock levels. The warehouse houses approximately 100,000 components. TAG Heuer calls this system the “Stock Minimum Process,” which has been a success since its implementation. Implemented worldwide, the software eliminates the need for manual inventory checks and calculations.
The service centre primarily handles repairs for TAG Heuer watches launched since 1990. Initially, the centre serviced vintage timepieces as well. However, due to the scarcity of specialized components, TAG Heuer headquarters made the strategic decision to centralize vintage and special repair operations at their Swiss facility. This dedicated department, staffed by expert watchmakers with access to rare components, caters to vintage and special TAG Heuer pieces from around the world.
The service centre offers two watchmaking trainee positions. New trainee positions will be opened again in September this year. The centre provides training opportunities for both internal and external participants. For instance, TAG Heuer partners with Wempe watchmakers to train them on TAG Heuer’s in-house calibres. Upon successful completion, these watchmakers become certified to service TAG Heuer movements.
The service team is divided into two specialities: watchmakers and technicians. Watchmakers are experts in servicing the intricate mechanics of TAG Heuer movements. Technicians, on the other hand, handle repairs to cases, bracelets, and other components. Their expertise covers simpler operations like quartz movement replacements, polishing, and crystal replacements. Additionally, the service centre caters to TAG Heuer Connected watches, handling battery replacements, software updates, and reflashes.
Within the service centre, a dedicated area functions as the “washing” station. Here, cases, bracelets, and movements undergo a thorough cleaning process using specialized machinery.
The administration area houses the logistics and customer communication teams. These multilingual teams (German, French, and English) handle internal communication and customer inquiries. An automated phone system efficiently routes calls based on language (French for French-speaking countries, German for DACH region, and English for others). The close collaboration between customer communication and the service department ensures fast and reliable information for customers. Similar multilingual teams support customers worldwide.
The technical department receives incoming watches, logs them in, and carefully removes them from their cases (de-casing). Each watch undergoes a thorough analysis to determine the necessary repairs or any additional services requested by the customer. A cost estimate is then provided. Upon customer approval, which is coordinated with the customer service department, the required components are immediately reserved. Finally, the technicians and the watchmakers meticulously complete the agreed-upon repairs.
TAG Heuer prioritizes customer transparency throughout the service process. Customers can easily check the status of their watch at any time. From the TAG Heuer website, customers can request a complimentary shipping kit and label. TAG Heuer will then handle the secure transportation, insurance, service, and return delivery of the watch. Collectors can also choose to receive updates on the watch’s location, registration status, repair costs, and service progress, allowing them to stay informed and approve or decline any recommended actions. TAG Heuer utilizes DHL Express for all deliveries, ensuring a reliable and efficient process.
TAG Heuer prioritizes investment in automating the service process. This focus on efficiency streamlines costs and turnaround times, all while maintaining an unwavering commitment to quality.
During the service process, watchmakers meticulously examine each timepiece for precision, power reserve, water resistance, and overall functionality. The movement is disassembled, thoroughly cleaned, and lubricated with high-performance oils. Any defective components are replaced. To ensure optimal performance, the dials can also be professionally cleaned, which may include the removal and refitting of the hands – a service performed only upon the customer’s request/approval. The client can opt to have the watch kept in its “original” state (without polishing or dial cleaning) and have just the movement services for reliability and endurance.
Interview Markus Breitsamer
Markus Breitsamer brings a wealth of experience to his role as Head of Customer Service at TAG Heuer. Following in his father’s footsteps, who serviced TAG Heuer watches for Germany and Austria, Markus took the reins in 1997. In 2012, the service centre was fully integrated into TAG Heuer, and remarkably, the team still includes watchmakers and personnel who began their careers working for Markus’ father. This multi-generational dedication to quality watchmaking is a testament to the TAG Heuer legacy.
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