Tag Heuer Is BACK...and Hunting Omega & Rolex.
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Tag Heuer...ever heard of them? Many of their vintage watches are on watch nerds grail lists, but what about their modern line? Tag Heuer is both a mall brand and a serious contender, a combination we really don't see in any other brands. Are they able to pull it off? What do their new watches have to say about their plan going forward?
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Sorry about showing off the wrong skipper with the opening photos! Slipped by my QA :/
Was about to say. You've used the Hodinkee Skipper in your screenshots.
All Tag have to do is just rerelease the original versions ffs. The new ones are ugly as sin.
@@TheEzandy They've shown a vintage Skipper not the Hodinkee version.
The Hodinkie edition you're showing looks top notch, designwise. The new Skipper has a kind of cluttered dial, with the redundant lettering, bigger logo and date window...
@@realricciardo85 There is no Hodinkee edition anywhere in the video. They're showing the vintage one.
I just bought me a TAG Aquaracer!!❤❤
Formula 1, Autavia, Carrera… Heuer’s racing heritage is second to none. I first saw the Autavia in 1968 on the wrist of my hero Jo Siffert when my dad took me to my first F1 race. In 2020, my dearest wife of 40 years bought the Siffert Autavia for me on my 60th birthday. Heuer watches are magnificent, and Tag is rediscovering that.
Hadn’t looked at Tag Heuer for some time. This year I did and pick up the GlassBox. Great addition for me, as I always wanted a Carrera and the GlassBox was the one!
Yep…me too!
The Skipper is a beautiful watch and an excellent time piece.
Owning JLC, Rolex and Omega I still love my Heuer Monaco Cal 11 the most. I’ve even got a cheaper Carrera Cal 5 and quartz aquaracer that I love as well. I can’t help but have them as my favourite watch brand
The other thing it doesn’t get often mentioned is the movement column wheel, vertical clutch, automatic and more than 60 hours of power reserve, in house, what is not to like
I’m getting to the point that I’d buy a new Carrara chrono over a speedy
The new Skipper is amazing, i got it this week, and my Daytona went in the box. Yeah, its that good and fun folks. I mean it has intrepid teal!
"This brand was manufacturing pretty much garbage" sorry but this is really not true. They've made amazing watches the past decades. Other brands were just more trending the last ten years. And ask any watch maker world wide they will tell you that the value for money and serviceability is absolutely great on these watches. Don't believe what a handful of TH-camrs or self declared watch experts tell you ...
You should never listen to any utubers 😂😂😂😂😂😂
As a tag Heuer owner, I can say that they've gotten a lot better recently. A lot, not all, but a lot of the stuff they were pumping out in the 90s and early 2000s really was basically $200 designer watches with a swiss name slapped on them
@@Chilam. I agree 100%. I have one from circa 2015 or so and the finishing is up there!
Ok name one reference from the last 20 years prior to 2023 that was a high quality piece then?
Yep, my ‘16 Carrera Calibre 5 is flawless… Selitta movement, sure, said movement though is super reliable and is after 8 years running at -1 second…. It’s great, finishing is stunning, design is perfect 👌🏻
the Ruby red aquaracer and 2023 redbull F1 chrono are really fun too, I really enjoyed your video! I'm glad Tag Heuer is trying really hard to get back on the radar. And I see content creators bringing them up more often than before. So that's great !
I know the issues with Tag but I still bought the Autavia caliber 2 on the gray market for a discount and love it. It's thick at 15.5mm but the design is just beautiful.
There are some amazing designs in the Heuer history. The glass box Panda is my favourite among the new ones. But the icon is the Monaco, Steve McQueen version. And it’s not a limited edition.
TAG Heuer has several grail pieces on my list and those TAG models are 4000, Kirium, SEL, and Aquaracer.
I bought the reverse panda Glassbox Carrera this year and it is truly INCREDIBLE. I own Rolex (blah, blah, blah) and it's easily the most gorgeous watch I have and feels rock solid. The design is excellent.
It’s sooo good but it was so hard to pick between the black and blue
@@scotchbarrel3371 Once I found out the date at noon was a callback to an actual design feature of an older model, I was sold. Also, didn't have a reverse panda in my collection. Had waited a few years for the right one. And to buy my first Tag that I wouldn't be ashamed of, hahaha. Now I'm rooting for the brand.
I went in for the Blue and walked out with black reverse panda. It was a GREAT add to the collection!
i work at a ad, the amount of people =who come in looking to spend 1000 aud on a watch for their kid and then pay 2500 for a tag is a significant portion
I'm still pretty happy with my previous gen Aquaracer. Chose it over a hydroconquest and don't regret the choice. Is it as nice as my PO, no, is it nicer than my Hamilton? Yes. Everything has increased in price over the last couple of years. They fill their spot in the hierarchy.
Tried on the new limited edition Monaco in French Racing Blue last week. Very hot watch. I think it will sell out fast at a thousand pieces.
A friend of mine is a Tag AD and I had occasion to be looking for a Golf watch. Turns out, after the brand made them invest in specialized marketing materials along with displays, they clawed back the smartwatch business to factory boutiques and online sales.
Imho, the new Skipper is a knockout and priced proper. The only really cool MONACO is the SMQ, the rest are just cool.
I am a big fan of Sail GP and the America's Cup, I love Regatta timers because they are a great conversation piece, I have a Seiko Yacht Timer and it is a head turner when I activate the Regatta function, so the new Skipper is an A+ for me, good job Tag Heuer!!
👍😎👍
That first watch looks like Studio Underdog
I love my Tag watches! I own two Link watches and wear them more than my Tudor, Longines, and Rolex. People just assume because I'm female that's why I love Tag cause I'm not a "serious" collector. I wear it because it's beautiful, comfortable, a great price, and it's a workhorse.
My wife loves her Tag link blue mother of pearl with diamonds on the dial. Just got her into watches she now owns a Rolex, Omega and she just a purchased a dive watch 37 mm under the radar white dial and bezel Captain Cook Rado. She just loved the look
Love this watch, Let's now see how long will it take for the Skipper Homage's to appear. haha
They are the Seiko of the Swiss watch industry. Looking at the Seiko brand itself (not GS or Credor)…. They range from $50 to $7000.
Hey guys - pretty much entirely agree. I think that over the past year and a bit Tag Heuer has zeroed in on the secret sauce of blending Tag and Heuer. Tag had felt a bit "rootless", Heuer otoh while grounded was also creatively moribund - it consigned you to being a pissy vintage re-issue brand. The latest Monacos, the glassbox carerras, the skipper (and I thought the Monza they did a little while ago) were brilliant - its Tag breathing life into the very pretty (but dead and futureless) Heuer designs.
Something I'd add (and sorry if you said this and I missed it) along with the changes to the watches Tag is moving out of malls. Here in Australia they've pulled out of every department store and almost every mall 'jeweller'. It will take a while for most enthusiasts to catch up but Tag 2023 is today a straightup Tudor competitor and racing ahead (and up).
Thanks fellas for doing some content on something other than the usual watch manufacturers!
Tag is getting my attention of late, Glassbox and the Skipper look great. Making a turn in the right direction, but I still think the price point is a little high for where the brand is at the moment.
I still like to see more Jack Heuer designs faithful to the originals with no unessarsary changes with Heuer dials. Like why not make the Skipper? A 100p like the original. If Tag Heuer did this and did it right. They would have the best reissues in the game right now. Jack Heuer made some incredible chronographs. I even love the vintage Heuer/Tag Heuer 1000 Night divers and own one. The 1000 series saved Heuer as a brand and I find that pretty dam kool but I would love to see a Heuer Autaiva Pepsi bezel Gmt, Heuer Pasadena PD, Heuer Camaro,Heuer Daytona or a Heuer Montreal black pvd coating like the originals. Vintage Heuer are my favorite chronographs of all time
I agree, and I would like the brand to just dump the TAG from the brand and just go with Heuer. I think people would like that a lot.
@@alwayspooh1588 I agree for the most part with this. I don't mind them keep the Tag Heuer dials as long as the vintage reissues have the Heuer dials. That's a must 👌 My Tag Heuer Night diver has a Tag Heuer dial that dosen't bother me at all because it's not a chronograph. But anything like that's a straight reissue of a Jack Heuer design. Should have the "Heuer" only dial
@@lonewolfemcquade8133 Yes! Reissues should be as close to the original as possible, and that means Heuer only on the dial!
@lonewolfemcquade8133
Yes.
What you said.
As an owner of IWC, Rolex, Omega, Hamilton and Tag Heuer I don’t mind why the logo says as long as it looks good. Good is good regardless of what the logo is. Maybe I’m just not a SNOB. Just someone who likes watches.
Well...I bought one of those "mall watches" 8 years ago. That 44mm F1 blue dial quartz chrono is a treasure to me. Go back and look at that gorgeous case design you showed. Having since owned 4 Omegas, a Longines, a Tissot, a Rolex and so forth. I believe that F1 case to be amazing and that $1,500.00 mall watch will be the blue sleek beauty that started it all.
Nice!
The Heuer 1964 Carrera chronograph is and always has been one of the most beautiful watches ever made. If people don't want to respect TAG Heuer it's up to them, but nothing will change that fact. I would truly love to see them make a huge comeback. They lost their way a bit a few years back, but all the stick they get is unwarranted.
Yeah, most just go with the hype of everyone else instead of actually buying one...... The term investment with watches have also killed the hobby..... Not everything in life is an investment..... Trust me...... This is coming from someone who previously shoved cane up the nose most of the time ..... The term investment shouldn't be applied for everything in life.... Sometimes it's yolo and fuck the haters
I added the Heuer Monaco Calbrie 11 Steve McQueen blue dail To my watch collection and l love it. I love what Tag heuer are doing lately with there designs
I have to say I like the Solagraph. A titanium sports watch that looks great and can really take a beating.
This was a great discussion about TAG Heuer and pretty spot on all around. I do think they are making positive steps. By no means do I expect them to "boil the ocean" and fix their whole line in a 2 year period. They do need to cull some stuff, but I don't think that "mall" line is going anywhere. I do find the term mall watch funny, because where I live you go to the mall for your Rolex ADs, Omega boutique, TAG boutique, Breitling boutique, and other high end watch ADs (JLC, etc.). I got my Rolex at a mall AD this year. I do understand what is meant by the term, but I don't know that it's universally understood. As for the Skipper, I love the new design other than the Skipper branding in the sub-dial. I get why they did it and it's not a deal breaker, but just one nitpick. It's so good otherwise. I've tried on the new Glassbox Carreras, which are great. The Skeleton Monaco is really cool, but I struggle a little with the price. The "Dark Lord" Monaco was cool to try on and is a great watch, even if rose gold isn't my style. I'm glad you guys brought up the Formula 1 from 2 decades ago. I think now would be a great time to revisit that, with some slight tweaks for modernity. The current ones aren't cutting it, and there are plenty of people with more money now that maybe had a Formula 1 out of college and are ready to revisit a new version of that in their collection.
True. They all have stores in the mall out by Philly (king of Prussia) I wandered into while driving through
Love my aquagraph….absolutely a solidly built tool watch. Reaches way above its paygrade in capabilities.
I have the Heuer 2 Black chrono and the Skeleton Batman chrono as well. Love them.
“Every Rolex AD has equally nothing” 😂 Quote of the day!
I have the F1 Quartz Chrono Red edition. The finishing is alot more detailed than my Tissot or Seiko. The quality is miles better than older F1 watches, no more plastic. Just 316l steel mixed with PVD coating. Tag doesn't really make trash plastic watches anymore.
Can you imagine if TAG drops a Seafarer or Solunar? That would be bonkers, would break the watch internet.
TAG Heur were mall matches when I was growing up. As a watch enthusiast, I know they’ve revamped and I know their history before being mall watches but a casual person from the US probably doesn’t know this and TAG still has a tremendous uphill battle for brand recognition
Your 38-47, right? I’m 44 at the end of August. When I was growing up Tag was just an overpriced quartz watch!
@@ryanjofreI'm 20 and I've always felt they were cheap before I even knew anything about watches
@@Officialv5a Wow…20. Enjoy it while it lasts, it goes by in a flash and If you live in the yesterday or the tomorrow you waste it!
Not cheap but not worth the price and not something that wows you like Girard Perregaux, Rolex, Cartier, AP or even Bvlgari!
When I was 20’ like you I couldn’t afford a “Tag” and I didn’t respect them. Now I have allot more respect for them and I can afford them and don’t want ‘em!
I bought my 16 year old son a fully refurbished vintage Citizen day/date automatic. It even has an exhibition case back. Got it cheap and it’s way cooler than a much more expensive Tag Quartz or Automatic.
@@ryanjofre Well said, thank you. I will, I hope you have a great day!
Old stuck up tossers
TAG are finally uniting the two sides of their split (TAG/Heuer) personality. Good to see. Back in the '90s, upper tier TAG was totally perceived at a similar level to Rolex, above Omega really. Now they're with Longines/Tudor but they have scope to go way beyond. Just wait for the upper tier split-second chronos! They are missing the '90s resurgence among kids though - a total opportunity to sell watches to a hard to reach demographic, not flog expensive/average smartwatches - bring back the F1!
Split personality?
Heuer was a Swiss watch company founded in 1860.
TAG is a holding company founded in 1977 by a Saudi arms dealer. Zero watch heritage. TAG is a disgrace to a Heuer. People talking about their “TAGs” rather than their Heuers makes me wince.
I don’t know man, I liked the Carerra 60th anniversary but couldn’t bring myself to spend £3 or £4K (can’t remember how much it was) on a Tag. Love the Skipper, but again, 7k? For a Tag? Maybe I am still stuck on the mall watch perception, but I’d feel better buying a Zenith or even a Tudor at that sort of price point.
Yeah I agree and that's TAGs problem the perception of their watches
My first decent watch was a Tag in the late 90s. Bought it instead of a rolex. I was a younger man and I perceived rolex as an old man watch. But also the Tag in the hand felt better than Rolex. It felt more solid and had a better bracelet. Wore that TAG for 10 plus years as my only watch
What watch is Christian wearing? Looks beautiful!
$3,000 for a solar version of the Aquaracer, that is taking the pee. That should be no more than $1200-1500, max.
I have numerous TAGs. My wife gifted me a TAG every time I was promoted to a new rank in the U.S. Marines. After I retired and my Amazon RSUs began to vest, I sold a few shares and bought myself a Monaco at the TAG store in mid-town Manhattan. My wife who has been with me since I was making $3.50 per hour working at the mall was with me. It was a lot of fun. I can buy a couple of Rolex watches if I wanted to. I will one day, but I would rather buy a new TAG or an Omega though. Why? TAGs have a special place in my heart. Omega because I have 3 of them and they are beautiful and I feel like Juan Bond when I wear them 😊
They have an identity problem of Seiko proportions and it won't go away. The problem stated when they joined TAG and Heuer together as a brand and they never resolved it. Split the Brand, TAG watches and Heuer Watches. The split would not affect the TAG brand at all. It can continue to make middle of the road watches of a level of quality of Raymond Weil or Rado. However, the split would have a dramatic effect on the Heuer brand, releasing it to make watches at the Brand level of Grand Seiko or Omega. It could even edge into Rolex territory.
Heuer Carrera
Heuer Autavia
Heuer Monaco
Heuer Camarro
Heuer Silverstone
TAG Aquaracer
TAG FG1
I do love what TAG is doing nowadays! Their chronographs are stunning (I prefer the old pushbuttons).
Looks like you got the new Skipper and the Original mixed up a bit. To me, the original (smaller) one is far more beautiful.
Great video, agree with C, Tag will and should hold on both sides of the business. Great that they are bringing back pieces for the watch community, but that's not where the money is. There is a reason Rolex and Cartier are so financially productive, brand recognition by the non watch community.
Great point
I’ve had the same idea about tag doing a redux of the f1 similar to the 90s version and having it compete with the moonswatch and I’m mad I can’t claim I had the idea before you lol
would also make sense given the rise in popularity of f1 in the states within the last few years
My thought is Tag should split the brand. Entry level goes into a sister brand (think Rolex & Tudor). Build on their heritage and quality models and keep the sub $2000ish model in the lower tier brand. Make that lower tier more fun & younger, while refining & redefining the top tier.
I agree with your statement that tag in the bin non watch nerd world has nearly the same respect as a Rolex....I think what we're really paying for is marketing.. Best marketing now cache... Rolex Carrier..
They're are better watches feature and built for less money. Omega Tudor. Tag Aquarium Carrera...
Tags problem over the years has been consistency... In the type of watch they want to put our.. Not that they can't make good watches...
$3000 is not pocket changes for most people to spend in something that isn't a necessity... Could make do with a Seiko Tuna Garmin Casio G Shock
You guys got me excited. The skipper that you picture for the first 1/3rd of this video is the vintage heuer skipper ref 7754. They are NOT releasing this ref. The new version is significantly uglier.
Frankly like my Monaco better than a few of my Rolexs. Thank you for not being douche watch snobs.. they did make a lot of dogshit agree but have the potential to move up
EDIT: The below is incorrect. They did show a generation that the hodinkee was based upon. There were more generations of skipper than I was familiar with. Great video Christian.
The original skipper is okay, the new skipper is okay, the Hodinkee skipper is what they should actually release. Better size and much nicer look, to the point that you showed it in this video.
the whole video about tag sounded more like a paid promotion
I got confused about that as well. But the model they show in the beginning isn’t the Hodinkee version - the Hodinkee has a date function. Instead, it looks like the original 35mm Skipper ref 7754
@@AwatchguyslifeI stand corrected. Good catch. The 35mm Skipper ref 7754 is the king of skippers in my mind then not the Hodinkee.
@@Macca-95 I completely agree! I wish that they’d re-issue that one 🤩
I don’t know about globally but the TAG Heuer boutiques in the UK are really pushing the Connected range.
Anxiously waiting for the your thoughts on Massena Labs Revolution video
These guys give me “small loan of 1 million dollars” vibes
Skipper Rose Gold is even better. Hard to get and the entire finished is superb. Simply sexy. What a beautiful piece.
I haven't seen much tags at malls anymore, unless its a high end mall with stores like Ben Bridge or Hyde Park or a Tag Heuer boutique, I think they are starting to pull them (which they should totally do) to build more exclusivity.
They have for sure. They will be opening more boutiques around the world.
They made some cheap looking crap in the 80s and early to mid 90s. From the 2000s, they have been on point! I love my caliber 5 Aquaracer!
When are you guys covering the horologyancienne wei koh drama
What drama?
IMO. Biggest problem with TH. They can never get the size right. All of their watches are too big or too small.
daytona vs monaco, what a lunatic take
What’s the story behind the stamp “piszkos gyerek” on Michael’s arm? I know this is in Hungarian, but I thought he is Polish.
Me watching with my Formula 1 that my parents got for my college graduation… ._.
What’s that on your wrist?
“It’s a skippy”
Oh, hehe, ok
Bvlgari just got pooped on. Lol I kind of get that though about the Octo Roma. Would that same logic apply to Octo L'originale though, being that it predates the Octofinnissimo?
Plastic Formula Ones gave me a poor impression when I was young. I've never forgiven them, but that Ti skeleton Monaco is stunning!
Thank you for that..... I'm a sucker for the plastic formula 1s and hope idiots don't hype them up since everyone seems to go with the crowd
You are correct. Too many HYPE watch followers. We know the brands.
I wore my BB58 Navy for a meal out with my mother in law recently. I could see my MIL’s partner looking at the watch throughout dinner, and he eventually complimented it and asked some questions.
This was rounded off by him saying “its really lovely, very similar to a Tag Heuer”.
The majority of the population that LIKE watches but are not necessarily INTO watches see Tag as something to aspire to, but something that is achievable, and I think thats a really genius position that Tag has marketed itself into. No matter the price point, someone will be able to afford one of the watches in Tags collection if they so desire. Is there another brand has that market sway at all price points whilst catering to the majority of the population?
That was no insult...Tag Heuer has been criticized plenty by 'watch enthusiasts' for their well documented faux pas but it should not dismiss what they ve accomplished.
I agree with the lads that they re hunting Rolex & Omega; what s more they have the heritage, brand recognition & savoir fair to do it (not to mention corporate backing).
So maybe your 'Step Father In-Law' knows more than you think!
They need to bring back the old school link bracelets that are rounded and not the new sharp looking link watches, tag is still trash tho but I'll get an old school link remastered 😂
I really like Carreras in general. It was my first proper luxury watch purchase over 10 years ago. Over time, I’ve come to feel Tag needs to really trim down their lineup and introduce thinner movements. Nothing wrong with Valjoux, especially since they’re easily serviceable, but they need to thin it down. They’ve nailed the new designs and I feel trimming the case thickness by 3-4 mm would really push it way up in the space.
Not sure I agree with the spiel about the junk buyer versus the well minted buyer. The junk stuff pulls down brand perception by default. So Scipper or Breitling Top Time? Breitling no contest.
The Skipper is TH best release is decades
I don’t know why, but you keep showing the original heuer branded vintage version when comparing it with the monaco and longine watch. That version looks a lot nicer than the new one
Hunting Omega for sure… Rolex is just another league. But for sure I would rather have a tag heuer rather than omega. Much more personality. Or a breitling or an iwc
Rolex is only another league in marketing
@@spittinvenom9843 just inform yourself.
@@giovanniandrean6229 yup, informed, same opinion
@@spittinvenom9843 so the fact that they are the only one in the industry that guarantees +2/-2 for all their watches is just marketing? ok.
Obviously, because of his connection to Tag, George Bamford waxes poetic about the brand, but he has shown a few models that seemed quite nice. Not being a watch nerd (yet!) I don't possess the hatred and scorn of TH that you two dudes have, so I'll wait and see.
Ive seen More Rado in the mall than Tag.
Tag does not get the respect it deserves. Most people in the real world love tag! It’s just these utubers who try to push their agenda.
Extraneous " 's " in title, guys
Skipper or Octo?
*Press X to DOUBT*
I have a 2012 Carrera I bought pre-owned for a great price and I like it a lot although I do find a lot of their catalog polarizing. Yes TH lost their way for a time, but they are on the ascent. Rolex is the only enthusiast brand I can think of that has not had ups and downs, whether from the quartz crisis, leadership problems, what have you. Didn’t Omega almost go out of business at one point?
The only problem with the Monaco is: you’re just not cool enough to pull it off.
Christian really likes the word 'delta'. It's so cute when kids learn new words and use them all the time.
Hey, that's a nice watch.
It's not that hard to be a better watch than a Daytona. A Lego watch is better than a Daytona. It's more accurate and you won't be the envy of chavs, thieves and collectors, but more-so kids, real men and women.
It's funny. This watch is so well designed there is nothing I can find falt in it. Buy then why don't I want one.
one of the photos you keep using is not the new release... the new release has a date...
Skipper is keeper. Sorry but I had to.
Did George Bamford sponsor this episode? Lol
"A BETTER watch THAN a ROLEX DAYTONA???" I'm a TAG fan BUT someone NEEDS to DRUG test THIS man IMMEDIATELY!!!
Better than a Daytona….
My 80s Swatch is better
@@spittinvenom9843 now that, I agree with
@@cesarpena6633 imho the Daytona is a nice watch but I prefer other chronos, it’s perceived value is greater than its actual worth but Rolex is the King of marketing
that fake 2 subdial dial with the tacked-on 3rd subdial movement is a huge misstep, inexcusable.
Noted 😅
Brands should stick to what they are known for - I would not buy a Ralph Lauren watch, but they sell them for $000s - but I buy their clothing!
At first I was like "ohhh, that's a fine looking watch" until I realised that you accidentally showed a picture of a vintage one. The "reissue" does nothing for me.
Smart watches are to me, are a fad due to the fact that it's purpose is shortly lived. I see that the smart watch would be well used for the purpose of work and athletic reasons as well, but class and style should live out with longevity and that's not what you get with a smart watch.
Is my man on coke rubbing his nose multiple times 😅
Wait, why is the Iron Snail guy here?
where have you been?
@@DA_Karas the London to visit the Queen