TAG Heuer: Awesome or Average? Why TAG Watches Are Divisive
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- เผยแพร่เมื่อ 14 ก.ค. 2024
- A definitive review on TAG Heuer and find out whether it is a luxury as claimed to be or an overpriced novelty: gentl.mn/tag-heuer-review
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00:00 TAG Heuer Introduction
As you probably already know, the world of luxury watches has a few heavy hitters when it comes to iconic brands. We’re certainly not the first people to group these watch brands together and we probably won’t be the last either!
00:59 Heuer’s Early History
The company began as Uhrenmanufaktur* Heuer AG, and was founded in 1860 by Edouard Heuer in St-Imier, Switzerland. What many people don’t know is what the name actually stands for: "Techniques d'Avant Garde" with the founder's surname thus giving us “TAG Heuer”.
03:49 Heuer At The Races
Heuer chronographs boomed in popularity from the 1950s to the 1970s as the choice of watches among automobile racers, whether professional or amateurs.
Heuer was the very first Swiss watchmaker in space, flying into orbit with John Glenn when he piloted the Mercury-Atlas 6 spacecraft. This was the first US crewed space flight to orbit the earth and the watch came into orbit as a wrist-mounted pocket watch.
05:44 Filling The Market
One thing Heuer’s history shows us is that they are very keen on innovation. Following the introduction of the Monaco in 1969, Heuer introduced the Chronosplit in 1975. This was a digital chronograph with dual LED and LCD displays with later versions featuring two LCD displays.
07:17 The Digital Age
The dawn of readily available smart technology in the mid-to-late-2000s caused an inevitable panic among luxury watchmakers. Always on the move, TAG Heuer announced the launch of their first smartwatch in 2015 named “TAG Heuer Connected”.
The watch runs on the Android Wear operating system used by many smartwatch brands. And also offers its own app, which principally offers several custom TAG Heuer watch faces. These include:
→ Three-Hand
→ Chronograph
→ GMT
→ Themed
→ and Ambassador
08:20 What's in a Name? (TAG Heuer vs. Heuer)
You might have noticed an inconsistency in the name. As TAG Heuer hasn’t always been known as, well, TAG Heuer! Companies with growth on the horizon rarely stay solely owned by one family and TAG Heuer is no exception to this.
09:17 So: Awesome or Average?
When you look at TAG Heuer’s history, it’s absolutely clear that this is a company that is passionate about innovation. Take the introduction of dive watches in 1978. It’s abundantly clear that this was Heuer’s attempt to corner a piece of the market that Rolex had already monopolized.
Whether you’re already a fan of TAG Heuer or just being introduced to them in this video, there’s no denying the company’s impressive history. So what are your thoughts on TAG Heuer, as a company, or purely for their watches?
11:03 Outfit Rundown - แนวปฏิบัติและการใช้ชีวิต
4:06 Not entirely correct. Yuri Gagarin wore a Sturmanski when he was the first person in space and circumvented the earth aboard the Vostok 1.
Thanks for the catch, JImmy--we'll update the corresponding article on our website (accessible via the video description) to reflect that this was the first watch worn by an American astronaut. I suppose the question now is whether we should count Gagarin's watch as the first, given that it left the atmosphere, but didn't reach open space (as opposed to the Strela worn by Alexey Leonov). 👨🚀
- Preston
@@gentlemansgazette Since even NASA mentions Vostok 1 as the first human spaceflight then yes we should.
@@gentlemansgazette I was about to mention Leonov too, thank you Preston :)
Wasn't Gagarin wearing Pobeda? :) (not Shturmanski)
@@gentlemansgazette I did not know about Alexey Leonov yet, thanks for that information, very interesting. Thanks Preston! :)
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.
Honest question: is the quartz one still running? I have this pre conceived idea that quartz is not forever, and therefore not worth buying
My first higher end watch was a Tag Heuer Aquaracer, and I still have it. It is one of my favorites to this day. It had what I wanted in a dive watch, at a price I could afford. Plus I got a discount.
Same here. My first was an Aquaracer, which I still have today.
@@Eeagli Same sir. And I'll keep it forever.
50 percent discount for an aquaracer complication. Cant beat the price
I just got my first high-end watch, which is Aquaracer Automatic 200m blue dial. Simply beautiful. Also got a 20% discount. Sick.
I said it and I will say it again: The Heuer Monaco is an absolute beauty and one of the most stunning watches in its price range. Unbeatable in my opinion.
Carter pasha chrono, breguet marine chrono please check these 2... They are better chronographs than the Monaco... They have the same price I believe
Maybe when it was Heuer.😊
@@bngr_bngr The Tag Heuer Monaco is still great. But yeah, I liked the brand more as Heuer, too.
@@danCK1990 I prefer the Monaco by a mile. Still great recommendations you made. (y)
Yep. I have the McQueen
I want to get the Tag Heuer Carrera watch. It's so minimalistic yet dressy.
It’s 2024 now and Tag Heuer is doing incredible things and is once again on the rise, very impressive.
They have been doing incredible things for more than a decade. I've been wearing my Carrera Heuer 01 (43mm, non-skeleton, black rubber strap) since 2017 and it's an awesome timepiece.
I have Rolex, Bell & Ross, Girard Perregaux and more, my TAG Heuer Twin Time I have is one of my favorites.
Great video. 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 love Tag Heuer. I bought a 'link' last yrs from a reputable used dealer. And 2 weeks ago I bought a brand new Aquaracer in Black. If my Rolex doesn't come by next year, it'll be a Carrera next....love em!!......Great video 👍👍👍
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.
Owner of a Tag Carrera black dial, Love it nice everyday watch and not too flash.
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 video!!
Good points
The Carrera Calibre 5 39mm is my favourite watch on the market currently.
Great history! Always wanted a Tag Heuer growing up watching racing with my dad. Picked up a two tone early 90s Tag Heuer S/EL CG-1123, specifically for F1 racing legend Ayrton Senna. I’m convinced it is the only Tag Heuer I should own.
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.
I have 4 TAG’s and love them 👍
As a Heuer fan, I love their roots in Motorsports. Most of my watches are Heuer's Carrera, Aquaracer and my prised Monaco. They have been great watches for me and I like how beautiful they are but, not too luxurious.
Very informative. Thank you 👍
I have three Tags… and all I can say is, if it’s good enough for the King of Cool, it’s good enough for me! RIP Steve! Can’t wait to see the custom Bullitt you’re driving up in heaven!
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.
Just got the Monaco Night Driver. The Heuer 02 is a fantastic chronograph movement!
I’m a fan, and yes, their positioning got a bit lost as they tried to expand their market but I get the feeling that this latest direction with the glass box carrera will restore their name to its motor racing history.
Great video.
Great depth of research into the history of the brand, great story telling.
In your opinion, best Tag Heuer model that is automatic/kinetic?
It is the timepiece that got me into timepieces. My first was when I was 19 and it was the link, then Grant Hill's limited edition link. Now, I have two Formula One's (Indy 500 baby) and a Carrea. The Monoco will be the last one and my collection will be complete.
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.
The first watch in space was a Poljot Sturmanskie worn by Yuri Gagarin. With regards to TAG I would like a carrera in my collection as I follow formula 1.
Own several watches two of them Tag heuers. One of them is 27 years old. Ticks perfect and still looks great. Quality. Just recently bought the new Carrera GlassBox. Love it. TH has history in design, horology etc. many watch companies wish they had.
How frequently the 27 year old was serviced during this run? Just really out of curiosity
Yes I'm getting the GMT blue and white my first TAG was the Leonardo DiCaprio introduced it NRDC aquaracer came out in 2011 this will be like my 5th TAG I buy
The Carrera line is the only TAG I find myself buying. They're very nice, well made and a good value.
you should have a look at the Autavia line, not a lot of reissue made so will definitely be sought after later 😀
@@eddeleon3202 Ok you got me, the Flyback model looks impeccable.
They are good value, but I keep reading they are overpriced, especially the basic models? I bought the blue with rose gold recently, 36mm, and it is a really nice watch.
Not the first watch in sace. The Soviets beat us and most seem to accept that it was a sturmanskie type 2 on Gagarin's wrist.
Thanks. I.just came.to.ask" no.Yuri?"
very informative 🌷
Just got a black Monaco 02 as a gift. Beautiful watch. May have to get myself a blue caliber 11.
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.
I like the Kirium because it looks so 90s and I had a Guess-brand knockoff when I was in high school.
Still like my Aquaracer, wearing it today... not a bad watch by any stretch in my opinion.
Bought a Carrera black dial 39 date for my everyday work watch. Needed something nice that I could ding up without getting too upset.
I have had several over the years and enjoyed them, with that said I've since sold them and doubt I'd buy another.
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.
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.
My first luxury watch was the Tag Heuer Alter Ego Blue Face. I paid around $1200 in the year 1999 or 2000. I've been offered $3000 for it from the store where I purchased it, when I took it in for service. I was told they have a customer who is looking to purchase one. I declined.
I'm a minimalist. I have had a Carrera Calibre 5 for 11 years now (no issues) and am not happy with the flashier models out there today. I don't think expensiveness matters, but longevity and style do.
Always seems to be the most popular watch in the jewelry stores. They are beautiful pieces
Love my Tag and I love all the comments here as well….!!
I love my Carrera date, a perfect every day watch.
I love TAG Heuer! I like the Monaco watch, they made and was used for Steve McQueen's Le Mans. Always wanted one.
It was a Heuer. Before TAG bought Heuer.
@@bngr_bngr I thought that, too. Until I looked at the watch itself.
Hello! Are seven Friday watches any good? I don't see much reviews on them
Like most guys TAG was the first nice watch that fed the watch addiction! I’ll always have a soft spot for Tag and have a few in my collection I’ll never part with. Not sure I’m a fan of where they are moving direction-wise now but it is what it is! Great vid as always!
I have a pretty solid collection, consisting of a hamilton, cartier, rolex, and a seiko. but the formula 2 quartz is the watch I wear the most, just so easy to wear for a variety of occasions.
One simply have to have a seiko and a heuer in his / her collection.
As long as we are not confusing replicas to homages and re-Issues Again we are good to go I guess.
My thoughts on Tag Heuer, it's a start. With Vacheron Constant being the best it's a start
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.
Tag Heuer is awesome.
I own a TAG F1 big date...wonderful finitions. I will buy a Monaco soon. Look at the comments below and youtubers and haters must stop bashing TAG Heuer. Great heritage, high quality, reliable workhorse caliber and raisonnable prices are the way to go...I like Longines for the same reasons.
Two watches I have ! Carrera and Aquaracer gmt pepsi but next I think will be a Panerai Luminoar Marina!
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.
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 like the slightly rough/wrinkly texture of Nathan's shirt; could you tell me what the brand is?
I love my Aquaracer .
I think as for entry you should not go lower in line up as Aquaracer or Formula 1. Everything below is just not worth the money.
On the other side: Autavia, Carrera, Monaco are really very good watches. Especially with the Heuer 02.
And you can’t get them easily with >20% discount.
When all said and done when you factor price into the equation then they’ve gotta be Awesome 🙌
I have a request. I really don't mind if you don't want to do it. Can you guys do a video 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 can certainly add the idea to our list of potential topics. :) Thanks for watching!
- Preston
@@gentlemansgazette You are truly welcome and thanks, Preston! I'll let you guys think about it!
Thanks so much for the video! Please correct the spelling of Media at 5:08 and 5:13 🤓
Im gonna get one
The first watch in space was worn by Yuri Gagarin and was Russian made.
Love this brand. Immersed in automotive history.
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 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.
You're correct regarding the "S/el" name, Daniel--the full article on our website (accessible via the video description) makes this more clear. Thanks for watching!
- Preston
@@gentlemansgazette I appreciate the prompt reply and clarification.
I realize a balance must be struck between content provided and video length, but the omission of the watch line felt off to me. "Breezy" is the word that comes to mind. Normally, Gentleman's Gazette provides the name of items, even if they don't recommend said item. In fairness, this was an overview of the brand, rather than a deep-dive on one particular watch, but it still felt like something was missing.
If the presenter here (I must apologize, I cannot recall his name) mentioned the article, I missed it. I'll take it as a personal note to make sure I slow down and read, too.
What are the watches on the wrist today? I've started with a G-Shock, but now I feel the desire to wear a TAG.
Have a fabulous day.
The link bracelet is my favorite steel bracelet on the market-really unique and not basic.
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.
Yeah, it's not like Heuer wanted to make dive watches for the sake of innovation - they had to, in order to survive.
Love my tag…sold my Rolex …can’t beat their Chronographs…don’t really care about their history not being consistent thru time…all companies adjust themselves to their markets…just like you do with your clothing …today pink shirts..tomorrow blue
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 😢
There is a big difference between Tag Heuer and Heuer watches. I think the Seiko controversy should have been mentioned. You should also have mentioned Heuer's collaboration with Baylor. They are becoming increasingly rare and extremely collectable. Prices have shot up over the last couple of years.
Thanks for your insights, Tony--perhaps material to cover in a future installment!
- Preston
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.
I handle watches all day. I've never handled a Tag that made me think I'd like to own one at their price point.
Well that does not make a bad watch. If I had millions there are lots of luxury watch companies I would not buy because I don’t like their style. Buy what you Like and don’t criticize another man’s taste.
I've never understood why anyone would care what other folks think about their wristwatch. My daily wear is a Formex. Great quality, reasonable price, and nobody knows what it is. Makes me happy and that's all that counts. By the way, I can help you with that necktie.
Seeing it getting acquired by LVMH made me seriously worried. They don't have the best record of taking a good care of their brands.
They are awesome watches!
I have tag Heuer 1500 diver brother in law he give me it so so watch
I spent two years choosing my first expensive (for me anyway) automatic watch and while looking around at many brands Kept passing Tag Heuer by. I do think their brand and style is vague and hard to differentiate from other brands.
I’m from professional motorsport. We all love our Tags.
Time to give Mondaine its due.
Doesn't Rolex have watches for various categories.... from their dive watch to their dinner watches etc
I have a Tag Heuer watch and it’s great!
i like
The Apple of watches
still looking for a TAG CARRERA DEALER Display CLOCK but not the watch.........just the dealer display clock please...the ones that look like a chrono with the buttons and crown.............not the watch...........too average
My formula 1 has been amazing for ten years
Do I like it and do I want to spend the money?
The Monaco is AWESOME...............................
I purchased a F1 "Batman" GMT a few years ago. I really like the look and function of it but that bracelet, oh my, what a flimsey disappointing thing that was!
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 videos 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.
Thanks for your kind words, Adam. If you haven't already seen it, you might enjoy this video, as well as a few others we have in the works regarding dress watches: www.gentlemansgazette.com/men-stop-wearing-dress-watches/?
@@gentlemansgazette I did. I liked it. Looking forward to more. My great grandfather was a bespoke tailor and my father was a clothes horse with a long list of menswear specialists he patronized from around the world. Its sad how few of them are still in business today. The few that do, often still have his measurements on file decades after his last visit. Even with that background, I have learned so much from you fellows and have found you to be an invaluabe resource.
The thing I like about Tag Heuer watches is that their watches don’t look like “grandpa” watches. A lot of the Omega watches look like grandpa style watches
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.
Probably because they actually offer some affordable watches, and badge snobs don't like that.
Heuer, "The First Watch In Space", Really? John Glenn,🤔... Ever heard of Yuri Gagarin? I think you'll find he orbited the earth whilst Glenn was still in training. And for the record, he was wearing a Russian made "Sturmanskie", not a Heuer!
They’re not divisive amongst the general public. It’s just haters on the web that want to hate on a brand. Most of the haters haven’t even owned one.
You have a history of the watch but never really covered quality, brands like Rolex actually had amazing quality and that’s what got them the prestige. You mentioned they offered the watches cheaper but never discussed their quality.
I used Tag heuer CR7 ..
This video is somehow a bit difficult to follow. I think it has something to do with your inconsistent pacing. You speak fast but often hold abrupt pauses. The conclusion is also anticlimactic. It would have been nice to actually get GG's opinion on TAG Heuer rather than an objective statement.
Tag sells
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.
The criticism started way before the movement thing. It just put more fuel on the fire, so to speak. 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.
my 70s heuer monaco is my favorite watch I own. Tag needs to stop making “special edition” Monacos. The watch is not worth what they ask. When tag first did the merge and started advertising the colorful watches it was great but now the brand has somewhat stalled
Beautiful watch you have there, friend :)