What are people thoughts on Tag Heuer? I knew some people who had one way back and feel like I used to hear about them quite a bit but feel like I never hear about them anymore....

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Trash

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Let’s keep it helpful.
Heuer used to be a very respected brand. Especially the Monaco and Carrera series.

After the acquisition from TAG they shifted to much more of a mall brand. Drops in quality in favor of “affordable luxury”.

In their current state, I think they lack personality.

Now that Frederic Arnault has taken over as CEO, I hope they take significant strides. His brother made a massive impact at Rimowa.

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The point is they've tarnished the brand overall with that quartz crap.

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I think a TAG Heuer is an excellent “first luxury watch” in the $1,000-2,200 range. Great brand, rich history and even more so in motorsports. Also, they depreciate faster, so you might find a new-ish automatic Carrera for that price (or a new F1 or Aquaracer).

If you’re looking at something in this price range, don’t want something with little recognition (e.g. Oris or microbrands), TAG is the way to go. Yes, you’re paying for a brand name, but you’re 100% also doing that when getting an [Rolex/Omega/Breitling/IWC/etc.].

What I do not recommend is a) their $2,500 and up watches and b) paying over 80% of MSRP for one of their watches. TAG stops being a good choice right about where Omega begins

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Tag is generally meant to appeal to the non-watch enthusiast masses who want a “nice, expensive watch”. When buying a Tag you’re rarely buying it for the watch, per se, you’re buying it for the brand.

Now that so many people know a lot more about watches, Tag managed to tarnish their perception by offering over-priced models with no real “watch” to justify the price. They’re trying to get back to relevancy, and there are a handful of actually cool modern models, but they’re best to avoid unless you can get it at an awesome discount.

The fact that they make the Tag Connected smart watch should be a clue that they’re trying to be something different than most of the other brands we talk about and admire here.

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They get a lot of hate in this bowl especially amongst the bros who think the only luxury watch anyone should ever consider is a sub. But I think Associate 1 pretty much hit the nail on the head, except I would argue the Monaco is worth considering above A1’s price cap.

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