Trendy? Heaven Forbid!

Filmmaker Steven Spielberg saw an ad recently for a sporty wristwatch he couldn't resist and sent an aide to buy one: the first gold model from Switzerland's TAG Heuer. This $15,000 bauble almost didn't make it to Spielberg's wrist. TAG Heuer's chief executive, Christian R. Viros, had initially vetoed gold cases as clashing with his company's sober, stainless steel culture. Only after distributors screamed for a model to compete with rival Rolex' precious-metal watches did he give in. "We like understatement," says Viros, who drives a black Porsche and shudders if you call his watches "trendy."

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