TAG Heuer, founded in 1860 by Edouard Heuer, is a Swiss watch brand known for its luxury timepieces and mid-range watches. The company’s name, “TAG”, stands for Techniques D’avant Garde. While Omega watches are more expensive than TAG Heuer due to their dominance in the luxury timepiece industry, TAG Heuer offers excellent value-for-money timepieces and dedicates years to designing and constructing complex watches.
The entry-level TAG Heuer watch ranges from the Formula 1 Quartz Watch, measuring 41mm with a black dial and brushed steel case, to the Link Series, which features curvy bracelets that link to smartphones. In 2022, the Link Series remains the most affordable TAG Heuer watch at $1,550.
Two well-known Swiss watch brands, Tudor and Tag Heuer, are considered among the top of the crop. However, the quality-to-price ratio in the luxury market is poor, with cheaper designs being tacky and higher-end models being gaudy. Rolex, on the other hand, uses 904L steel, a stronger and more corrosion-resistant stainless steel.
TAG Heuer produces watches similar to other brands but offers cheaper prices, making them more accessible for those looking for a luxury experience. The value of a TAG Heuer watch extends beyond monetary gains, encompassing craftsmanship, design, and personal enjoyment it brings to its owner. Additionally, cheaper luxury brands are easier to make, offering more variations in color and sizes.
In summary, TAG Heuer offers a unique blend of luxury and affordability, with its watches offering a wide range of options for those seeking a high-quality timepiece.
📹 TAG Heuer Buying Guide | Crown & Caliber
TAG Heuer is one of our favorite gateways into the world of Swiss watches. Though the brand is known for its link to racing, TAG …
Is TAG Heuer owned by Louis Vuitton?
In 1999, LVMH Moet Hennessy Louis Vuitton acquired TAG Heuer with the objective of revolutionizing watch construction and movements for the 21st century. In 2004, the company unveiled the Monaco V4 Concept Watch, which featured an innovative design inspired by a racing engine and a novel approach to powering mechanical watches.
Is TAG Heuer the same level as Rolex?
Rolex is the world’s most recognized watch brand, while TAG Heuer ranks 12th. Despite their distinct approaches to watchmaking, both brands have a strong fan base and a significant presence in the automotive industry. TAG Heuer focuses on the automobile industry, creating iconic models like the Carrera and Monaco, which was worn by Steve McQueen in the film Le Mans. Rolex relies on ambassadors and influential world leaders to stylize its wristwatches.
Founded in 1905, Rolex specializes in high-quality mechanical wristwatches, with its first waterproof and dustproof watch in 1926. The company has since developed the first self-winding automatic mechanism with a perpetual rotor in 1931, followed by the Datejust model in 1945 and the iconic Submariner in 1953.
TAG Heuer’s Carrera watch is known for its water resistance, unmatched durability, and shock resistance. Its dashboard-inspired dial features chronograph dials at 12, 6, and 9 o’clock, along with a tachymeter bezel that can be used to measure speed based on travel time or distance based on speed. Both brands have their own unique values and appeals, making them valuable choices for both sports enthusiasts and motorsport enthusiasts.
Is TAG Heuer entry level?
The TAG Heuer F1 is a popular choice among those seeking an entry-level timepiece, and it can also serve as an exit watch. HODINKEE, an authorized dealer of TAG Heuer, offers the full range of the brand’s watches, including the entire collection and the entire Formula 1 selection. TAG Heuer is a member of the LVMH group. Despite its minority status as an investor, HODINKEE maintains complete editorial independence.
Are TAG Heuer watches considered luxury?
Tag Heuer, a luxury Swiss watch brand, may be considered expensive compared to smaller budgets, but it is actually an affordable brand in the luxury market. It is considered a value-added luxury brand similar to Oris and Longines. TAG Heuer is known for its variety of great watches, its recognition, style, and sportiness. They offer great value for their features, including precise chronographs and affordable quartz watches. They also produce complex watches, making them a popular choice for those looking for a high-quality watch.
Is it worth it to invest in TAG Heuer?
Luxury watches like Tag Heuer are more likely to hold their value compared to other watch brands due to their quality, valuable materials, and the brand name itself. They can be purchased as investments, especially high-end ones, as their meaning varies from person to person. Tag Heuer is one of the first watch brands people think of when discussing watches as investments. However, it is important to determine if a Tag Heuer watch is a good investment by examining its value, whether it goes up in value, if it holds its value, how long it lasts, and our favorite Tag Heuer watches.
The luxury watch market has been declining in recent years due to factors such as the introduction of smart watches and wearable tech devices, as well as a dip in the popularity of luxury watches. To determine if a Tag Heuer watch is a good investment, it is essential to understand its value, its history, and the factors that contribute to its longevity.
What brand is better than TAG Heuer?
TAG Heuer and Breitling are considered more prestigious watchmakers by many horophiles and watch enthusiasts. While Breitling is considered more respected and prestigious, TAG Heuer has recently introduced the Carrera Caliber Heuer 02T Tourbillon, a more affordable tourbillon watch from a respected brand. This move is seen as a step towards reaching the same level as Breitling. However, some collectors argue that TAG Heuer needs to be more up-market to achieve the same level of prestige.
Both brands produce many popular watches, with TAG Heuer’s entry-level watches being considered fashion watches and starting at a more attainable price point. As a result, about 600 more people wear TAG Heuer watches compared to Breitling. The most popular watches from each brand are listed below.
Do tag heuers hold their value?
TAG Heuer watches are renowned for the superior quality of their materials and the dependability of their timekeeping mechanisms, which collectively contribute to their status as a highly sought-after luxury item. They are renowned for their capacity to retain their value over time, due to their ability to maintain accurate timekeeping and provide reliable performance.
Is Tudor better than TAG Heuer?
Luxehouze offers an extensive collection of luxury watches, including those manufactured by Tudor and TAG Heuer, for those who prioritize in-house movements and designs inspired by athletic activities. The establishment assures customers that all items are authentic and offered at the most competitive price. Luxehouze represents an optimal venue for those seeking high-end timepieces, offering a comprehensive selection of distinctive and aesthetically pleasing watches.
Where does TAG Heuer rank among watches?
TAG Heuer, the 12th most recognized Swiss watch brand, has an estimated brand value of 76 Million CHF in 2016, making it the 34th most popular and valuable Swiss brand in the top 50. Rolex, the 1st most recognized watch brand in the world, is the second most recognized Swiss watch brand. Both brands are respected in the Swiss watch industry, and while some may argue that there is no comparison, others may disagree from different angles.
The price difference between TAG Heuer and Rolex is often a question for first-time buyers and curious shoppers, as they may wonder why Rolex is usually more expensive. This comparison and brand review will help answer this question and provide a clearer understanding of the differences between the two Swiss watch brands.
Is tag as good as Omega?
TAG Heuer and Omega are two luxury watch brands that have established themselves as some of the best on the market. Both brands have a variety of watch collections in their catalogue, with TAG Heuer being a more recognizable brand due to their unique style and reputation for precision. TAG Heuer, founded in 1860 by Edouard Heuer, is known for its innovative watch technologies, such as the oscillating pinion, which changed chronographs forever. In 1902, Charles and Jules Heuer took over the business, creating a dashboard chronograph for cars and airplanes.
This marked the beginning of TAG Heuer’s close ties to the world of motorsports. By the 1960s, the brand was fully integrated into the world of racing, becoming known for their innovation and indelible mark on chronograph technology. The choice between TAG Heuer and Omega depends on personal preferences and desired timepiece.
Is Tissot better than TAG Heuer?
The choice between Tissot and Tag Heuer comes down to aesthetics and technical specifications. Tissot offers a wide variety of styles, while Tag Heuer is ideal for complex technical specs and durability. To maintain your Tissot or Tag Heuer watch, consider finding the right watch winder. MOZSLY offers a wide selection of watch winders, including double watch winders, to make your watch a part of your home decor and ensure proper maintenance.
📹 TAG Heuer: Awesome or Average? Why TAG Watches Are Divisive
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Tag Heuer knows what it is doing. At any point of time, it’s designs are the most modern and the trendiest. And hence Tag Heuer watches are very attractive. But when the trend passes, the older design feels outdated and the wearer feels like buying a new watch. As Tag Heuer watches are not too expensive, selling the old one for a low price and buying a new and trendy Tag Heuer is not unaffordable, and not an unpleasant experience. They are very well made watches and well worth the price paid. While other expensive watch brands are stuck with old designs under pressure to keep them “timeless”, Tag Heuer can freely embrace new trends and Tag Heuer wearers are assured of fresh air all the time. That is why Tag Heuer remains very popular among common falk, though hated by warch collectors.
Tag Heuer is so underrated in watches. My Formula 1 watch I was purchased back in 2006 as a graduation watch. It still works to this day because you cannot go wrong. At the end of the day, they are good watches and affordable. If you want, you can go with an upgraded Carrera that will be my next one. I like the Formula one but the Carrera will be my next watch.
Very nice article thank you. I own two Tag Heuer in my collection, the Jack Heuer 80th and the Carrera day date. Fantastic pieces. Most people who dislike the whole range are only regurgitating what they have heard on the internet, most have no experience of the watches. Not forgetting that they just must mention that they would only own a “Monaco”, yet again based on no real substance, just regurgitating what others have said 🙄 They give throw away comments like they know what the hell they are talking about.
I have two tags, a carrera on a rubber strap, and a link, the one that tiger woods endorsed before his scandal broke. Anyway, they are both quartz and are very comfortable to wear. Before I retired, I used to wear them to work and people would compliment them then ask, why do you wear such nice watches to work? I would tell them I enjoy them everyday. I’m not waiting for a nice occasion to wear them. Most of the tag heuer line is aesthetically pleasing, wears well, and fits my budget.
Would love to see a review of a discontinued model. The 2000 exclusive chrono auto. Because of age, about ten years, the only things on you tube are 30 second clips just rotating the watch to camera. You tubers have come a long way. There must be many watches like this that are worth a mention. An important stepping stone watch.
I love my Tag Heuer Aquaracer, which I also happened to purchase from Crown & Caliber. I own a number of other more expensive Swiss made watch brands that occupy space in my watch box next to the Aquaracer. From a quality & value standpoint, it’s really hard to beat the Aquaracer. The quality, the materials used, the design and fit & finish all scream high quality Swiss made watch. Quite frankly if it weren’t for the Tag Heuer name on the the dial, you might mistake this for a much more expensive watch than it really is. Yes, the Caliber 5 is a reworked ETA automatic movement that Tag Heuer uses in many of their watches. That said, the ETA movement is a proven, reliable workhorse and is one of the reasons why the price on the Aquaracer is so inexpensive compared to other luxury brand Swiss watches that offer their own in-house Swiss made movements. You just don’t get that at this price point. So if you’re a watch snob who needs his or ego stroked, this is not the watch for you. For everybody else, this is quite possibly the only watch you’ll ever need to own. As I already mentioned, I own several other high end time pieces that cost substantially more than my Aquaracer and this is a very enjoyable watch to own.
Bought mt TAG Professional chrono new in 2002, quartz movement with 27 jewels, metal movement ring and battery lasts 6 years minimum. Totally reliable, tough and accurate, and looks almost as good as new, despite being my daily watch for 18 years. I would never part with it, it will see me thru thick and thin⌚☘
My favorite TAG is the rare Aquaracer 500M Calibre 7 (WAK211A) I picked up last year, discontinued new old stock from a few years back. It’s so uncommon to see, there were literally ZERO articles of it on YouTube. So I posted one on my website (though my website is mainly a music website). I love it! I know when I can afford something like a Planet Ocean, that will be a higher quality watch, but for way less money, I’m happy to wear my TAG Heuer pretty much every day!
I got my Tag Heuer 2000 model CK1111 and it is still working perfectly even without any maintenance, just need to replace the battery and you are good to go with accurate time and chronograph! Also the classic autavia movement is good to have that click sound you hear when you press the chrono is just awesome! Truly this TH watch dont crack under pressure!
I think the tag heuers 2000 series became tag heuers own feeding station for inspiration in the latest range, after refining through the 4000 and 6000,with 200mtrs across the board and bezel design on aqua range. I also think the heavy use of quartz damaged the image as a serious watch and pushed them into fashion brand, which Is what they are now with possibly the most expensive quartz watch out there.
Great info in here, I had the Aquaracer from last year with the green dial a bit of a polarizing watch but cool dial and different. Wish I hadn’t sold it and one I always wanted being a McQueen fan was the Huer Monaco, Until I tryed one on in person, then fell out of love it for some reason. Great brand that gets a lot of undeserved hate because of their marketing tactics. But a lot of value for the money in the brand. I kind of dig the new connected watch and am not even a golfer lol .
I think you should have mentioned early tag heuers. Formula 1, Sel, 1000… Great starting watches that dont cost much and look very good nowadays no matter their age. They are also really relianle as they usually are quartz watches. I dont care about what snobs say, they are good watches, and for me a quartz movement in a vintage tag is the icing on the cake.
In my opinion, the Monaco is simply too big to qualify as dress watch. A dress watch should fit under a shirt and jacket. When Iw as considering buying it or the Carrera (CV211A), this aspect was decisive. The Carrera just about fits under the shirt, the Monaco did not. Other than that, nicely informative and entertaining article.
Honestly, I’m a bit disappointed that the F1 because of being mostly Quartz gets side-lined. The F1 was launched 1985, used by the McLaren F1 Team and Tag was endorsed the official timekeepers of Formula 1 – so, in my view, the F1 is even more “Racing” then the Carrera and Monaco from a modern era perspective.
I have one don’t know model name of the Tag Heuer but it a divers watch silver with gold down the middle of band gold face day of month with white time markers and gold hand for all three glows in the dark hands and time markers. Model number on back is 964013. Is it a great watch. Is it a hight end pice. Is it worth anything. Is it a collectible?
I like my Rolex, but I LOVE my Tag watches. They are so classy looking, feel great on the wrist, and keep excellent time. Quartz SE/L, quartz SE/L chrono and my latest, a quartz Formula 1 chrono. The ONLY gripe which I hate about newer Tag watches is that the did away with the classic red/green logo (with arrow Tag). Unfortunately, there are so many gorgeous new Tags but because of the clear or white logo on the dials, I can’t stand them, nor can I stand the shorter newer red/green shield. Major deal breaker for me. My SE/L’s are from the 90’s and still run like new, and my Formula 1 is from 2011. Other than that, I don’t need fancy watches even though I can afford whatever I wanted. Tag is a classic racing brand that I wear at the office, at functions and when racing at the track!
Can you help me understand the serial number on TAG watches. It’s supposed to be the second number below the model, but if that’s the case then there are often MANY listings with the same serial number. Wouldn’t these be counterfeit? Example is WBD1112.BA0928 Look it up somewhere and you can see for yourself. Even Chrono 24 at times. Perhaps I’m missing something? Thanks for the GREAT articles!
Don’t buy a Tag Heuer watch – I retuned my watch under warranty because it was losing time and had condensation inside, I was told that I had obviously left the crown open when changing the time so the works required would not be covered by the warranty and it would cost me…. £1000. Really? How convenient for them that the conclusion was that it was my fault. I do not accept their conclusion so I am now left with a faulty/damaged watch.
I have 2 Tag Heuer, am asking you… Tag lovers, how about the plastic spacer 😆 ? How about our pity mechanisms? I’m wearing a Victorinox for the past 2 months, ETA 2892… at least has a metallic spacer. Tags in my box, for sale or no. It’s a disgrace the chose to do such a sacrilege, of putting a plastic spacer, a lame one inside a pricy watch.
Hey Nathan I’ve been looking for my first entry level luxury watch for over a year. I stumbled upon your website. I narrowed it down between an Omega Aqua Terra and Tag Heuer Calibre 16. I’m a sporty/business casual type guy so either fits my standards. I’m leaning more toward the Clibre 16 because of price and aesthetics- The Aqua Terra price just went up $500 due to inventory. Is the Calibre a good watch for the market price? Also, appreciate you taking time to talk about Tag Heuer as many others don’t mention the brand on their website.
Hello, I accidentally change my date at almost 1 AM just after the date was changed while I was adjusting the time because of the DST. 😟 I also turned the date a few more times before realizing it. Will it damage it right away? 🥺 Maybe I should have just turn the time counterclockwise instead, is that safe?
I gotta disagree to a certain extent, I’ll go with the Carrera Dreamer, Skipper and Montreal which I recently purchased. They are pricey and very limited but special to me, the Montreal uses the new Heuer Caliber H02 in-house movement whereas the other two H01 movement sorta in-house, hence a modified base Seiko which TH have rights to modified. The H02 is crazy good fully in-house 80 HRS power reserve with only 168 parts with integrated Column wheel and Vertical clutch at 28.8K VPH. . Every single part and component it’s new to improve accuracy and reduce wear on the time only and Chrono function.
It’s a cool historical brake down and clarification for new watch guys/gals looking to potentially buy a Tag. I know I’ve been confused at times about this brand. It’s funny because prior to getting into watches this is a brand I’ve always heard being thrown around, then as I got into it more and more I’ve heard less and less of them. So…… a bit of a let down sort of for me. Then I realized that I’m regards to value long term it’s really only 1 brand that can truly make that claim and it’s simply Rolex. Some Omegas and of course the super high end stuff like PP-AP-VC- and a few others. Tag however isn’t in that mix. Along with many other brands like Longines is one i had a high opinion of previously but then I get into it and it’s like Tag…. a let down. Now, I still like the watches and I own 2 Longines but but knowing what I know now ( still have a lot to learn ) I would’ve saved and did more research and purchased a much more valued piece but that I can also enjoy wearing everyday. Honestly value and wearability only IMO fits one brand like a T. That’s Rolex. Rolex and …….. the whole line just about. So it’s not about buying a Daytona, a GMT, a Sub… it can be any watch in the lineup and it’ll hold its value and are lifelong time pieces you wear everyday and pass on to your kids. With all that said…. I would still own other brands, I just would’ve saved to get the more expensive stuff first then sprinkle in some other stuff afterwards. Oh well… you live you learn.
The first Swiss watch I bought was a Tag Heuer Professional 2000, Quartz, all silver with a metal bracelet, it made me feel like a million bucks when I was 20 years old, only really used to the cheaper F91w style Casio’s on my wrist before that. My first Swiss Automatic (& my first watch to cost just over a grand) after I graduated was the Tag Heuer Carrera Calibre 5 on a brown leather strap and last and possibly my favourite watch of all time, the first expensive luxury watch I bought was the Tag Heuer Monaco, with Both the metal bracelet and black leather perforated rally straps (Steve McQueen possibly the best product salesman going). They may not be the best watch maker in the world, they may have lost a bit of desirability in the last 10 years or so compared to other brands but for some reason I have always gravitated towards them and I have never been disappointed.
I am a huge Tag Heuer fan. People love to hate on Rolex and Tag and I don’t think that it is a coincidence that they are two of the most successful brands at their price points. I have an Aquaracer auto and an old professional that I have had for thirty years. Beautiful, reliable, and relatively affordable. I will remain a loyal fan regardless of the snobbery. Cheers and nice article!!
I love Tag. Just got an Aquaracer automatic this weekend. I wear a Monza automatic as my dress watch (my wrist does not support a Monaco) Have a slew of Formula Ones of different levels and vintages (they are just fun) My wife and I have Kiriums with ruby faces to match our wedding rings. We have a few more as well.
I recently bought a Tag Heuer Heuer 02 GMT skeleton watch and I love it. Besides going the way of Hublot, this is a great alternative. I own a Rolex Daytona and find the Tag Heuer to be a more usable watch when it comes to the chronograph. With the GMT and date functions in the watch as well, it makes me wear the watch more than my Daytona based on usability.
Great article. I think many of the questions about the brand came about from the sales environment. While for a time, there were many independent jewelers that sold tag, their availability in Macys and other retailers soured many purists. Many watch enthusiasts feel funny about buying a high end timepiece in an environment that also sells socks and frying pans.
I have a request. I really don’t mind if you don’t want to do it. Can you guys do a article on the Peacock Revolution, please? If so, I think Preston should host it. I think it’s a great era for fashion, even though they mimicked past fashion eras, such as Victorian, Edwardian, and Regency, and uses psychedelic style of the 60s for a slight pinch. I think it’s a great era of fashion. If you guys don’t like it, I really don’t mind.
I think any history of Heuer that even mentions the Monaco would be remiss to not also mention the movement inside, the Calibre 11, arguably the first automatic chronograph movement. Every major watch brand would have their own lines of chronographs and dive watches. You can hardly blame Heuer for that. And brands copy design elements from each other all the time, because that’s what appeals to the masses. At least one of the factors that made people dislike Tag Heuer is the controversy regarding their claims of an in-house movement being used when it wasn’t. I think they were one of the first to be exposed, before Panerai became well known for doing so.
I believe that “dressy sports line” you are referring to is the SEL line. I find that line quite charming, as well as the related 6000 line. I thought wearing watches with a tuxedo was a faux pas, so this particular critique against any watch brand seems odd. You can keep Rolex. I’ll take TAG and Omega.
Just like ferarri, lamborghini, porsche and jaguar selling suvs. They know theres a huge cross market sales opportunity because all sports car ownes need daily drivers. And in the smart watch segment they cross sell and bring in new customers that have the money and can afford a luxury brands version of a smart watch they already planned on buying. Tag is an iconic brand and glad to see them being creative.
Carrera day date in blue is my daily. Tough to nail down what it competes withh but at the time debated over saving for an Aquaterra. Prefer the looks of the blue dial carrera.. but later got a white aqua terra. Tough to nail down the brand but it’s got some heritage and overall feels solid at the price point, even if the brand has had some whiffs.
My first luxury watch was a Tag two tone dive watch with a black dial and black bezel. It was beautiful and I enjoyed it immensely. Today there are no Tags in my collection nor do I expect to get one. They are not bad watches but in my opinion there are better watches and brands to choose from. However if you like them go for it, no one need apologize for sporting a tag on their wrist.
No other youtube site covers classic menswear as well as you guys do. There are however a zillion youtube sites solely dedicated to watches. Some of them like Teddy Baldassare are superb, but its really a specialty niche. General articles on watches, particularly dress watches certainly make sense on your site, but the trend of elevating even the most expensive dive watches to be worn with classic menswear is very similar to the whole sneakers with a bespoke suit trend. Its kind of clown shoes. You do a good job explaining the TAG vibe, but i would much rather see a deeper dive into dress watches which have superb examples at almost every price point. Enough ranting. Carry on gentlemen.
Some comments say that you should have discussed the calibre 1887 matter. The hate for Tag Heuer started way before the movement thing though. It just put more fuel on the fire, so to speak, giving people who already derided the brand some thing to justify their irrational hatred. Besides, while they should have declared where the intellectual property originally came from, they really did construct the movement in-house (plenty of evidence of this if one cares to find it). That last detail is often not mentioned. While it isn’t hidden, it is not so obvious to the casual watch buyer, the fact that Tudor and Breitling share movements is not criticised. At least when Tag Heuer bought the obscure movement design for the 1887, they also bought exclusive rights to produce it as well, so there were no other watches produced with it from that point onwards.
Tag Heuer makes the best chronograph watches, but to be honest Im not really into the clunky racing watch styles. I was really surprised when my local watch dealer and technician told me that a really good-looking Swiss Candino chronograph rectangular dress watch and the movement and motor was made by Tag Heuer just a few miles away. Candino was endorsed by James Dean and Marilyn Monroe but I think now a relatively unknown brand with only 64 employees, and most are priced under 500€
I’m a bit older and remember how popular TAG Heuer models 2000 and SE/L were in the 1980s-1990s. Aspirational if rather blingy. Dare I say the Rolex GMT Master II of its day? 🫢 Too tacky for me at the time but I’ve just bought a 1996 model 6000. I’ll call it iconic even if others won’t! But it comes from a time where TH had an identity and purpose. Unfortunately not like now 😢
I went to the 1968 US grand prix at Watkins Glen NY where I met Jo’s Siffert m who was selling Tag Heuer watches. Sadly just being home from the service I don’t think that I could have afforeded the band alone. I still wonder what one of those watches, with original papers and Jo’s signature would be worth today? Grand Prix at Watkins Glen
I’ve got many different watches in my collection from a Casio GShock to a Submariner 14060m and in July while on holiday in Monaco my wife kindly bought me a Tag Heuer F1 chronograph, stainless steel with rubber strap and PVD buttons and tachymetre bezel and I absolutely love it. The build quality and accuracy are superb and at around £1200 GBP brilliant value especially considering the Tag heritage. I’m very happy with mine and will have more in the future.
I once heard if you put ten people in a room and each is wearing a Rolex you’ll get ten different times. True? Who knows. But I can say my Tag does keep better time than my son’s Rolex. So much so that he made me promise to bequeath it to him in my will. One other peculiarity of my aqua racer is it has the numeral ‘12’ instead of the single bar. I’ve never seen another Tag with this feature. I got mine 9 years ago and I just changed the battery for only the second time. If I had the chance to spend 10k on a watch or ~1200 on a watch that looks great and tells perfect time I’m going for the latter every time. That 9k difference is my down payment on a really nice car.
Actually, the best looking watch and watch bracelet I’ve seen is still my: 1997 TAG Heuer 6000 1/10th Chronograph Professional 200 Meters, BF, BD, S.S. CH 1113.BA0675-M0A, 40mm case, 28mm face, sapphire crystal, Swiss Made, Men’s quartz that my dad bought me when I was 9 years old – I still have the receipt, box and paperwork, cost exactly: $ 1,647.47 cash, no tax. I still wear it to this day, nothing wrong with it, works flawlessly – stays the exact time to my cellphone, as if the TAG is connected to the internet.
I have a simple executive collection diver style watch from mid/early 2000’s. It looks good but not over the top. I don’t wear it all the time and it’s slightly pricey to have the battery changed. I’ve seen people bash the TAG Heuer’s for the not being quality and all I can say is that I’ve enjoyed it.
There are people who enjoy collecting luxury watches, and others who will buy a couple in order to be able to tell time elegantly. However, the market is limited as not everyone, no matter how much they love them, can afford even 1 of these. Then there’s the growing trend, or current situation in which a watch is no longer necessary as we all have smartphones. It would be interesting to see with so many competitors aiming for the same small niche of consumers, how they are going to fare in the long run.
I am more a fan of the vintage Heuer watches. At one time in East Germany you could get great deals on the watches. Today’s Tag Heuer are mostly sport models and that has placed in a different category that luxury brands like Cartier, Patek, F.P. Journe, or Vacheron Constantin. I do like the classic square case of the Monaco. Still a classic, decades after its release.
The divisiveness really comes down to them being caught using a Seiko movement while claiming it was a “in-house” movement. It’s a black eye that is hard to come back from in the watch game. Much like what happened to Panerai. Additionally there is the sentiment that they’re selling extremely expensive quartz watches. Movements that are known to be cheap. They don’t seem to do anything to make them special like Seiko or Grand Seiko does. Finally, the direction the brand was going ruined a lot of it’s reputation. You could find their products being sold in low-end department stores and started being viewed as expensive fashion watches. When it comes to watch brands, prestige is king.
My parents bought me a 2000 TAG Heuer dive watch from a Royal Caribbean cruise they went on (and I didn’t.) I’ve worn it for 22 years and I’m fine with it for all occasions, even with tuxedos. Of course…my dad has a 1986 Rolex Oyster Perpetual and a 70’s era Omega (forget which model) and it looks like it’s from the 70’s. Maybe he’ll will it to me.