I am unashamedly a Heuer / TAG fan, and have been since my dad took me to my first F1 GP at Kyalami in 1968. I had to wait until 2021 to own that Autavia that was worn by my heroes back in the day… my wife of 40 years bought it for me on my sixtieth birthday. Nothing has changed for me… the Heuer is amazing. Watches are so personal, as you have said.
I feel like the watch journey mostly start out by judging brands and movements, to reaching nirvana and being like, no one cares, wear whatever you like. Tag is not my cup of tea, but they look good and I see them on many wrists so they must be doing a good job selling them. Glad that they exist to offer something different
Perhaps this is off-base, but I feel like Tag Heuer is today what Rolex used to be in the 1960s. I wasn't around in the 1960s, but adjusting prices for inflation - typical Rolexes were similar to the entry-level Tags of today. That is to say - they were watches that were *expensive* from the standpoint of your average, Joe Q. Public, but they weren't outrageously priced such that they cost more than a decent used car (or even more) for just their regular and common offerings. Plus - Tag Heuer makes nice-looking, eye-xatching watches that appear to be high-quality and durable. Like I said, I believe the Tags of today (at least their tool-ish watches) occupy the same niche that Rolex sport watches did in our grandfathers' generation.
I saw a Tag Heuer Carrera cal. 1887 the other day (with the movement that was based on the Seiko movement). He paid €2.750 for it new. I think it’s one of the most beautiful watches I have ever seen, even with the 41mm case, 16mm thickness and 49mm lug to lug.
I have a soft spot for Tag Heuer. When my business was reasonably certain of success I bought a Tag as an acknowledgment of that achievement. I knew nothing of watches, quartz, mechanical whatever. I knew I didn’t want a Rolex because that was an old man’s flex symbol so I bought a Tag Heuer Professional because it was reasonably priced and had a shimmering blue dial. I wore it rock climbing, kayaking mountaineering with no regard for its or my own safety. I still enjoy wearing it but the poor rotating bezel is functional but beat to hell.
I bought a TAG Carrera DayDate and the watch is beautiful. I enjoy wearing it and and it is stylish and comfortable. The watch snob in me thinks I should have something better. But to wear a 3K watch and be ashamed is stupid. It is a 3K watch FFS. We need to keep a grip on what is value and what is out of reach for a large number of people. Love my TAG. I also love my Tudors and Rolex. They have a place
If TAG has the balls to keep leaning into productions like their most recent ones, then I think you’re right…TAG’s back. Even a TAG hater can’t dislike the glassbox. It’s fire!!
It is fire indeed. The one Tag since I started collecting watches 15 years ago that I just kept going back to and thinking about until I couldn’t resist buying it. Finally a modern Tag Heuer worth lusting over! Hope the French Billionaire’s kid keeps it up. So far he is knocking it out.
Nico Leonard is in danger of becoming a parody of himself. I saw an interview where someone expressed their take on him - that Nico Leonard is good at saying very conservative things to conservative people in a way that makes them feel progressive and radical. I think that sums him up perfectly.
My Tag Heuer Formula 1 from 2008 got me into watches. Now I own a broad spectrum from an Islander watch to Hamilton to Cartier. I recently met a young gentleman in Scotland sporting a Tag Heuer F1 chronograph. He was quite proud of the watch and appreciated my compliment on the watch. He is not going to buy a Rolex tomorrow but give him ten years and he might. I think we need to give them credit for getting more people into non-smart watches.
I’m a Tag fan, but I acknowledge where they have messed up in both their products and ethics. But the last few years Tag has been heading down the right road and killing it lately.
TAG Heuer was a ‘gateway’ brand into the Watch ‘hobby’ when I got into Watches. I used to love the 2000 series that a friend of my Brothers had when I was a teenager. It really turned me onto the brand. I’ve dabbled with TAG a little. I bought a used MicroTimer (their 1000th of a second digital Chronograph) which I later sold and a time only Monza which I loved and ended up giving to my Dad as I got deeper into the hobby. He loves it and it still looks great. The boss of LVMH put one of his sons in charge of TAG and they do seem to be gaining more traction making great Watches from their back catalogue like the Autavia and the Skipper. Unfortunately TAG seems to have elevated their prices from Tudor territory to Omega territory now. Not totally justified I don’t think. If they don’t raise their prices for a good few years they may balance out again. I really like TAG and want them to stay accessible, even with their really desirable Watches. Another great video here MIke. Your analysis knocks it out of the park my friend. Great to see your channel growing by the week and deservedly so! Keep it real mate, I know you will! ✊
I just realized why the zulu time looks so familiar, cause it looks just like the autavia gmt. On the topic of TAG regarding have a broad spectrum on their lineup. My coworker (not a big watch guy) was given a TAG from the F1 collection as an anniversary gift, and he was happy as a clam. One had to understand for a high school teacher, in this case his wife, than knows nothing about watches (probably only knew about the brand from watching F1 races with him) to be able to justify and can afford something from their lineup had to count for something.
The blue dial, date at 6:00 is strongly on my radar. I still have my bi-compax Baylor….Zales Jewlers store brand for Heuer. This was in 1969. I have enjoyed Heuer for decades so a New Carrera just sounds right and the Glass model at 39 mm……awesome. Great vid! Thanks!
My Wife took me to the AD on my 70th………got my 2nd Heuer in , uh…55 years…😭😭😭, lol! I did get the blue Carrera with date at 06:00. It is awesome, runs inside COSC a tad fast (perfect) and the rest of my collection is lonely, 😑 You have the most intellectually honest channel on the tube. I enjoy your take immensely Mike! Keep up the great work!
I only have one Tag Heuer-- the Formula 1 in quartz. I bought it 15 years ago. I absolutely love it because it is easy to read and very sporty looking. But there is something about the brand that prevents me from buying another one, and yet I cannot tell you why exactly. I was tempted to buy their GMT watches, but the aluminum bezel (as opposed to a ceramic bezel) turned me off. The Carrera looks nice but the dial is "meh". After listening to the excellent points in this video, I remember when Steve Jobs returned to Apple after he was pushed out, his first act as CEO was to significantly cut the number of Mac models. Maybe Tag Heuer should do the same and make "wow" models like the Skipper.
I truly think they are going in the right direction. They have Carole Forestier-Kasapi, Movements Director and rumor is Julien Tornare, the head of Zenith, will move to the larger sister brand TAG Heuer and take over the reins. In any case, i like several of tag heuers pieces
What I want to see from Tag Heuer are the lacquer glossy dials. That helps their appliqués, like the green & red logo pop and take on some dimension. They used to do them, but not lately. In particular, a Formula 1 with a wet surface akin to a rained on racetrack would be evocative and add a touch of style to the sportiness.
I do appreciate your more enlightened perspective as regards timepiece brands. It's too easy sometimes to fall into the "group think" traps and limit not only proper objectivity, but also the very subjective view of a watch, which is my own personal impression - how a watch speaks to me alone. Thank you for your content.
Thanks - And thanks for sticking around. I'm happy that there are those out there that enjoy my approach. I don't profess to be right but I try to be balanced and straight forward. cheers 😃😃
I got a tag when I was in 10 grade from my grandmother around 1989 1990. It was a divers watch with stainless steel and gold band. It had a pice that could make it open up the band so it fit over a dive suit. The face was gold with glow markers and hands plus a moveable dial. I loved it then still do today. I knew the jeweler who sold it to me for a few hundred off still making profit but not much got it around $700 to $800. I had the most expensive watch in high school and college. Everyone who saw it on me ask me if I dive. I did not. I still wear it and I like it a lot. Still get compliments.
I recently started wearing my F1 I got when I graduated high school in 2007. Got it serviced and it runs great. I’m a big fan of the new Aquaracer 300. Great video, per usual!
I have slim pickings with a 5.25" wrist and not spending an arm and a leg 😂😮💨 I love the hot pink dial and the 36mm Carrera lug to lug is the biggest I can get away with on my wrist. Nomos 36mm hot pink dial looks way too big. I've been eyeing the Carrera for a few weeks and I think I'm going to pull the trigger this weekend 😃
I am an unabashed TAG Heuer Fan. I fell in love with the Monaco when I 1st saw the movie LeMan's in the 70's. My wife bought me my Calibre 11 Monaco for our 40th Anniversary this past June. I get a lot of positive comments on it and it wears no bigger in my opinion than my Apple Watch which hasn't been worn in months. So now I covet all the "Heuer" Branded reissues and have started to look at vintage Heuer too. She's starting to regret igniting the fire. I found the brand Kronos and just ordered one of their releases and I went to my 1st watch event, Watchtime. Glad I found your channel.
My design suggestion to Tag Heuer for this model would be - a titanium case, same grey for the dial and sub registers and black hands and markers. On leather.
I only have one Tag Heuer, a F1. Why? I'm reminded of the brand's history when a F1 (Jo Siffert)driver would walk around the pits at F1 races selling Heuer watches. And you can still see the logo on the steering wheel of a modern F1 car. Mine is a F1 Senna.
Absolutely! The watch community can be incredibly closed-minded about brands: people will accept their favourite (JLC, Rolex, GS, Omega!) can do no wrong and their despised (Hublot, Rolex, RM, TAG) can do no right. A shame, as it stops people seeing watches for what they are. TAG has made a lot of crap, but in the past they made some bonafide legends and now they've figured out how to deliver again, both in re-editions (Carrera) and new models (Glassbox). But beyond this, TAG suffers particularly because they are so broad in offer and the community can't easily define what they stand for - and by extension, what they themselves might be perceived as if they wore one. But people now 'get' expensive Seikos, they'll 'get' good TAGs if TAG stay on the boil. My suspicion is they will - it was not that long ago that buyers in the luxury space would consider Rolex and TAG (and before that, Heuer) side by side, ahead of Omega.
Good summary of the situation indeed. I never despised Tag Heuer but at best they were OK to me... (apart from The Monaco... way too large for me). I went to an AD in December to try on a Carrera Glassbox. I loved it. Very nice indeed. Elegant, well made and 39 mm only. It's now on the top of my wish list!
Tag are an anomaly. Knowing what I know now, they would never have been my first four figure € purchase, but there remains something about the brand and their offerings that is hard to define. That many entering the watch world (or more appropriately put, black hole) know about tag and see tag as something an echelon above the “non watch” is remarkable from a branding perspective and should not be underestimated. Yes, after 10 years in the hobby, they have dropped from my radar but before I knew the holy trinity existed, tag were luring me over here. I fully agree with your take and for the first time since I parted with my aqua racer a decade ago, I’ve looked at a tag with a half notion that I could own one again. Probably not, but respect for being the gateway for many of us and respect that they are able to get back on the edge of my radar, knowing what I know now.
I'll be honest with you, i recently bought a Tag Heuer Formula 1 Quartz and i have to say i'm impressed with what they delivered, it's well built, looks good, has a very good fit and finish, i understand that at over 1000 dollar point people would prefer an automatic movement but hear me out, we need higher end Quartz watches as well, they are actually using higher quality Quartz movements that are serviceable for a change, it isn't an in-house movement, it's a Ronda quartz but it's higher quality pme, so i can only respect Tag Heuer a bit more for that.
My Aquaracer calibre 5 is my nicest watch and elevated my taste and standards for watches. I didn't pay retail as I bought pre-owned at a significant savings but I sold all my Seiko based watches for a marathon soon after. Now i think Hamilton and Tissot are as affordable as I'll go and Omega is my halo.
Tried this yesterday and was very impressed. Their straps and buckles are very poor. Obviously saving money because a lot of buyers can't tell the difference between good and bad leather straps.
Interesting points. I will look more at Tag but I previously avoided because I did t know them from watches but I think I saw sunglasses and clothing when I first saw the brand. None of which I liked so I just ignored them. Now that I’m getting into watches that’s my holdover. I just don’t think of them as a watch company. But I should and I’ll look to their stuff. Design wise they don’t speak much to me.
The Aquaracer now has a in house designed movement with a 80hr power reserve and chronometer rated with a on the fly micro adjust for $3800. The Carrera day date is getting the same movement in November.
I've only ever had one watch from this brand (an Aquaracer) that I traded for another watch. And this was before I really became a watch enthusiast. I do think Tag Heuer has suffered from some poor marketing in their history. Also, they appeared to be the brand that some people loved to hate with some perceived quality issues, but I never experienced that. I don't currently own a Tag, but I will say they have some great looking watches.
I absolutely LOVE TAG, however, there is an issue with serious "price creep" as they are getting shall I say a bit greedy. The prices for the Monaco are just far too high and keeps me from getting one. If you want an Aquaracer, order from Japan as the prices are more reasonable than in the UK/USA/EU. Addendum: Some of the Connected series are now made in China, so that's a turn off. I have two Connected watches and they are made at the TAG home base.
I do like the skipper and autavia, I wish the monaco where slimmer, but those are a cool chrono trio. I wonder if they (LVMH) have ever thought of splitting Tag and Heuer, and I would love to know the thought process. The reason I wonder is because Heuer has a much greater perception in the eyes of enthusiasts for the history. But then all the past marketing spend on "Tag Heuer" would make it a hard choice to split them. Plus Tag being the "anti-enthusiast" products and Heuer being the enthusiast product would be a challenge to manage
I think it’s great they have so many offerings in different price points, that way they gain customers all backgrounds. I personally love their new Carrera line, they look sporty and refined. Also I own their smartwatch and I love its looks and feel, it’s all about the design because basically every other smartwatch has better features than Tag’s.
I own two TAG dive watches and can't get replacement bezels or bracelets for either of them. I love them both and will wear them until the day they die, however, I don't like the cheap plastic TAGs or smart watches.
I always have Tag ! Heuer!! it’s just a silly, bad reputation I don’t go by peoples reputation. I’m a grown man I make my own decisions I like my Watches tag Heuer feeling the crow about leading the crow in an adult you buy what is feasible for you you buy what you like thank you so much for all the information
It’s unfortunate that Tag Heuer gets hate. I think the haters probably haven’t experienced the great ones that Tag Heuer makes, like the ones you pointed out. I have new Aquaracer, and it is a fantastic, high quality diver. The new glass box Carrera is exceptional! At the top of my wish list.
@@Mike.thiswatchthatwatch In the case of Tag Heuer it was a business in an industry going through an upheaval in 70s to 80s (quartz crisis) that bankrupted many prestigious companies. These bankrupt companies had their intellectual assets sold off at a cut price to investors who moved production overseas and used the heritage, image and historic goodwill to sell fashionable watches made at a price with a lower level of quality. This practice often occurs in other industries such as automotive and clothing. The simple fact was that Tag Heuer had lost its allure of exclusivity and become more well-known for producing affordable entry-level Swiss watches with quartz movements. However; credit must be given to the fact that production for Tag Heuer was never moved overseas to Asia even though quality standards did slip overall with increased production to make the brand more accessible to a wider audience. This is important to remember because if you cannot sell enough watches at a decent profit you will not have a watch company for very long. Most watch collectors could not even conceive what it takes to run and manage a business in this industry. As consumers, we demand exclusive handmade watches with in-house movements, and great design language all for the lowest possible cost. In a post Covid 19 world with all the current pressure that isn't going to happen. In conclusion; in 2023 you should be grateful that Tag Heuer still exists in its current form like most of the Swiss and European watch industry at large and that so many still manufacture watches in the West.
I agree with you whole heartedly! The watch industry like any other has their purist’s that adhere to certain pathway and or rules, but to be honest those pathways are often wildly expensive. I must admit watches selling for 5000 dollars is a lot of money to me, and nothing to the collectors and or purist’s. I can’t afford to worry about what those people think!
I have a F1 "Batman" GMT which I really like. Except for the bracelet, which feels flimsy and sharp. The bracelet on my Invicta Pro Diver 9937 is more substantial and has a better finish!
Whilst I respectfully disagree with you on some points, I agree with you on some others. Good video. I don't think that all social transactions in society should be mediated through money, however to those who do I have nothing against you.
I tried the skipper on yesterday. It’s gorgeous it’s beautiful. It looks fantastic. I would take that watch above the brash God awful Rolex Daytona or a bling looking watch every day of the week. is it overpriced slightly yes I would say it’s more a £4900 watch than a £6200 Watch but a small discount was available and I can’t think about anything else.
Very cool take Mike! One question, how reliable are these watches? I have heard they need frequent expensive servicing but have never worn, bought or experienced a Tag myself. Any experienced people in the comments?
Good question! I think you'll find some people complain about their customer service, but my own experience is no different from so many other brands. 😃
I am highly disappointed with their new diver style watch, which features a bezel absent of a luminous pip. They seem to be doing better. Their recent Heuer reissue chronograph is bad ass. Beyond that, they offer nothing that interests me.
I'll never wear a Tag, and I'm not a brand-conscious person past a certain point. They were always the ones in the chain store windows, and constantly shoehorned into films. When people walked up to admire them, that was not my type of people. Then they were found to be making some really shoddy stuff that further ruined the brand. If they are producing better watches now it is as a brand-recovery effort. I would be happier wearing my F-91.
Tag heuer watches are great because you can get em drastically below MSRP and new on the grey market. Pretty sure this is the last thing a LVMH exec wants to hear but if you like the carrera, you can get a deal
The conclusion I've come to is that Rolex is all about vertical integration, Tag Heuer is about horizontal integration. Whereas Rolex is trying to do one or two things their own way very well, TH is casting a wide net and relying upon brand recognition to back that up. A better brand to compare them to would be Gucci, and I think that's what drives watch snobs up the wall.
Fair comparison. The quality of their output varies wildly, but the Carrera's of late have been quite impressive, even the simple date ones, and that has forced many of us 'watch snobs' to reconsider them. Hell I even pulled the trigger on one myself and glad that I did. 18% below retail of course! 😁
Its amazing it took Tag Heuer so long after so many mistakes to start getting their act together, let’s see if they can continue or immediately revert back into lazy cash grab attempts.
Heuer has the greatest heritage of any sports watch brand out there. And let’s be honest back in 85 who didn’t fall in love with the Tag F1. Come on now be honest.
The Batman analogy 👌 - spot on. I always ignore that loud fat slob who bags Hublot. No not ArchieLuxury - the other one. I wish TAG would drop their formula 1, links and smart watch lines and have a more luxury focus. Before they do that though, they need to up their steel bracelet game. That's what people want. All their premium watches seem to come on leather or sailcloth and that limits their appeal. They need more models in the upper echelons of TAG that come on steel bracelets like Rolex GMT masters, explorers, skydweller, daydate etc. I know it's not really in their DNA but they have to adapt.
Great, thorough review of the brand. You mentioned Quartz - I think that’s where the hate really started. And let’s be honest - in our watch world, probably due to the above avg affluence of the majority of the participants, snobbery exists and always will. No matter how beautiful the Glass Box is, many will never give TH another chance.
The Tag Heuer logo looks like 1990s Tommy Hilfiger and I can’t bring myself to pay that sort of money for that design aesthetic. Maybe if I grew up around a bunch of F1 fans my view on the brand would be different.
Here is my problem. I actually remember when TAG bought Heuer. Heuer was a Swiss watch company founded in 1860. TAG is the holding company of a Saudi arms dealer which owned the company for only 14 of the last 163 years, during which time it produced the cheapest and gaudiest watches in its entire history. But almost twenty-five years after TAG mercifully sold out, supposed watch “experts” still refer to TAG Heuer brand watches (owned by LVMH) as “TAGs” rather than “Heuers”. TAG has only ever been a disgrace to the Heuer name
Can't do magnum opuses every weekend - They're really hard work putting together (and I like mixing things up a little - TH-cam algorithm be damned) 😃😃
TAG has always been one of the most agile companies out there. Lets not forget that Heuer went bust in the 80's because nobody was buying them. TAG was great catching up with Quartz watches. Look at f1 from the 90's, ugly as it may look these days, they were the best selling swiss watches at the time. Same can be said about 'timeless' diver watch... when I can remember that just 25 years ago they were an ugly old fart watch design. Ironically, its all about fashion and trends in the end of the day as always. And the trend today is - the heritage design, just like the retro styles in the clothing space. Is it going to stay that way? No. It will not. But TAG will be right there with something trendy, flashy, AI integrated 3D dial whatever. This is why they are so important. More important than Rolex even in my view.
have both the aquaracer and skipper- and oh boy, they're absolutely amazing. im sure TAG's got some niggles to wiggle out of, but most of the hate on some forums seem quite unfounded (e.g., people jumping on the hate wagon)... regardless, TAG's still a great brand in their own right, and it's great to see them on a roll as of late... excited to see where this success will take them next ! 🔥
I am unashamedly a Heuer / TAG fan, and have been since my dad took me to my first F1 GP at Kyalami in 1968. I had to wait until 2021 to own that Autavia that was worn by my heroes back in the day… my wife of 40 years bought it for me on my sixtieth birthday. Nothing has changed for me… the Heuer is amazing. Watches are so personal, as you have said.
Lucky you - Your wife has good taste 😃😃
@@Mike.thiswatchthatwatch I know, I know!😆
This is the best analysis of Tag Heuer I've seen on YT. Outstanding!
Thank you 😀😀
I feel like the watch journey mostly start out by judging brands and movements, to reaching nirvana and being like, no one cares, wear whatever you like. Tag is not my cup of tea, but they look good and I see them on many wrists so they must be doing a good job selling them. Glad that they exist to offer something different
Excellent point. Agree completely 😃
Such an excellent point!
Perhaps this is off-base, but I feel like Tag Heuer is today what Rolex used to be in the 1960s. I wasn't around in the 1960s, but adjusting prices for inflation - typical Rolexes were similar to the entry-level Tags of today. That is to say - they were watches that were *expensive* from the standpoint of your average, Joe Q. Public, but they weren't outrageously priced such that they cost more than a decent used car (or even more) for just their regular and common offerings.
Plus - Tag Heuer makes nice-looking, eye-xatching watches that appear to be high-quality and durable. Like I said, I believe the Tags of today (at least their tool-ish watches) occupy the same niche that Rolex sport watches did in our grandfathers' generation.
Listen, listen…👏👏👏
The first paragraph is spot on
My Tag Heuer carrera calibre 5 replaced my Rolex submariner with the Cyclops and I'm still satisfied that I sold the Rolex.
There you have it. Tag has something 😃😃
I saw a Tag Heuer Carrera cal. 1887 the other day (with the movement that was based on the Seiko movement). He paid €2.750 for it new. I think it’s one of the most beautiful watches I have ever seen, even with the 41mm case, 16mm thickness and 49mm lug to lug.
My point exactly 😃
I have a soft spot for Tag Heuer. When my business was reasonably certain of success I bought a Tag as an acknowledgment of that achievement. I knew nothing of watches, quartz, mechanical whatever. I knew I didn’t want a Rolex because that was an old man’s flex symbol so I bought a Tag Heuer Professional because it was reasonably priced and had a shimmering blue dial. I wore it rock climbing, kayaking mountaineering with no regard for its or my own safety. I still enjoy wearing it but the poor rotating bezel is functional but beat to hell.
I bought a TAG Carrera DayDate and the watch is beautiful. I enjoy wearing it and and it is stylish and comfortable. The watch snob in me thinks I should have something better. But to wear a 3K watch and be ashamed is stupid. It is a 3K watch FFS. We need to keep a grip on what is value and what is out of reach for a large number of people. Love my TAG. I also love my Tudors and Rolex. They have a place
Well said 😃
If TAG has the balls to keep leaning into productions like their most recent ones, then I think you’re right…TAG’s back. Even a TAG hater can’t dislike the glassbox. It’s fire!!
Glassbox indeed a very good looking watch, size and good movement.
Fire indeed 😃
Stunning piece! Had heart set on a speedmaster but think I might get a glassbox instead..
It is fire indeed. The one Tag since I started collecting watches 15 years ago that I just kept going back to and thinking about until I couldn’t resist buying it. Finally a modern Tag Heuer worth lusting over! Hope the French Billionaire’s kid keeps it up. So far he is knocking it out.
Never thought of the Batman-TAG analogy, but it's quite apt.
"And we ignore Nico Leonard" 😂
Nico Leonard is in danger of becoming a parody of himself. I saw an interview where someone expressed their take on him - that Nico Leonard is good at saying very conservative things to conservative people in a way that makes them feel progressive and radical. I think that sums him up perfectly.
Who can really ignore Nico? 😂
Always ignore Nico.Leonard
Black and silver Glassbox is fantastic…found a new for $4950 and could not resist. When wearing it I can’t help glancing constantly at my wrist.
Good choice. Good price 😃😃
My Tag Heuer Formula 1 from 2008 got me into watches. Now I own a broad spectrum from an Islander watch to Hamilton to Cartier. I recently met a young gentleman in Scotland sporting a Tag Heuer F1 chronograph. He was quite proud of the watch and appreciated my compliment on the watch. He is not going to buy a Rolex tomorrow but give him ten years and he might. I think we need to give them credit for getting more people into non-smart watches.
My first grown up watch was a Seiko Kinetic. My second? Tag Heuer Link bracelet quartz chrono. Loved that watch 😃
I’m a Tag fan, but I acknowledge where they have messed up in both their products and ethics. But the last few years Tag has been heading down the right road and killing it lately.
Definately back - I have enquired about a Skipper and there are non available from Tag boutiques!
For good reason - They're great 😃😃
TAG Heuer was a ‘gateway’ brand into the Watch ‘hobby’ when I got into Watches. I used to love the 2000 series that a friend of my Brothers had when I was a teenager. It really turned me onto the brand.
I’ve dabbled with TAG a little. I bought a used MicroTimer (their 1000th of a second digital Chronograph) which I later sold and a time only Monza which I loved and ended up giving to my Dad as I got deeper into the hobby. He loves it and it still looks great.
The boss of LVMH put one of his sons in charge of TAG and they do seem to be gaining more traction making great Watches from their back catalogue like the Autavia and the Skipper. Unfortunately TAG seems to have elevated their prices from Tudor territory to Omega territory now. Not totally justified I don’t think. If they don’t raise their prices for a good few years they may balance out again.
I really like TAG and want them to stay accessible, even with their really desirable Watches.
Another great video here MIke. Your analysis knocks it out of the park my friend. Great to see your channel growing by the week and deservedly so! Keep it real mate, I know you will! ✊
I will do my best and thanks for sticking around 😃😃😃👊
I just realized why the zulu time looks so familiar, cause it looks just like the autavia gmt. On the topic of TAG regarding have a broad spectrum on their lineup. My coworker (not a big watch guy) was given a TAG from the F1 collection as an anniversary gift, and he was happy as a clam. One had to understand for a high school teacher, in this case his wife, than knows nothing about watches (probably only knew about the brand from watching F1 races with him) to be able to justify and can afford something from their lineup had to count for something.
The blue dial, date at 6:00 is strongly on my radar. I still have my bi-compax Baylor….Zales Jewlers store brand for Heuer. This was in 1969. I have enjoyed Heuer for decades so a New Carrera just sounds right and the Glass model at 39 mm……awesome. Great vid! Thanks!
Thanks a ton 😀😀
My Wife took me to the AD on my 70th………got my 2nd Heuer in , uh…55 years…😭😭😭, lol! I did get the blue Carrera with date at 06:00. It is awesome, runs inside COSC a tad fast (perfect) and the rest of my collection is lonely, 😑 You have the most intellectually honest channel on the tube. I enjoy your take immensely Mike! Keep up the great work!
I only have one Tag Heuer-- the Formula 1 in quartz. I bought it 15 years ago. I absolutely love it because it is easy to read and very sporty looking. But there is something about the brand that prevents me from buying another one, and yet I cannot tell you why exactly. I was tempted to buy their GMT watches, but the aluminum bezel (as opposed to a ceramic bezel) turned me off. The Carrera looks nice but the dial is "meh". After listening to the excellent points in this video, I remember when Steve Jobs returned to Apple after he was pushed out, his first act as CEO was to significantly cut the number of Mac models. Maybe Tag Heuer should do the same and make "wow" models like the Skipper.
To each his own - I have faith that there will be more of those good tags 😀
I truly think they are going in the right direction. They have Carole Forestier-Kasapi, Movements Director and rumor is Julien Tornare, the head of Zenith, will move to the larger sister brand TAG Heuer and take over the reins. In any case, i like several of tag heuers pieces
Interesting insights. Makes sense for LVMH to move some talents around to cross polinate among brands 😃
What I want to see from Tag Heuer are the lacquer glossy dials. That helps their appliqués, like the green & red logo pop and take on some dimension. They used to do them, but not lately. In particular, a Formula 1 with a wet surface akin to a rained on racetrack would be evocative and add a touch of style to the sportiness.
I do appreciate your more enlightened perspective as regards timepiece brands. It's too easy sometimes to fall into the "group think" traps and limit not only proper objectivity, but also the very subjective view of a watch, which is my own personal impression - how a watch speaks to me alone. Thank you for your content.
Thanks - And thanks for sticking around. I'm happy that there are those out there that enjoy my approach. I don't profess to be right but I try to be balanced and straight forward. cheers 😃😃
I went and picked up a Gulf Monaco this year. It’s not for everyone and you need a large wrist but I like it.
I got a tag when I was in 10 grade from my grandmother around 1989 1990. It was a divers watch with stainless steel and gold band. It had a pice that could make it open up the band so it fit over a dive suit. The face was gold with glow markers and hands plus a moveable dial. I loved it then still do today. I knew the jeweler who sold it to me for a few hundred off still making profit but not much got it around $700 to $800. I had the most expensive watch in high school and college. Everyone who saw it on me ask me if I dive. I did not. I still wear it and I like it a lot. Still get compliments.
I recently started wearing my F1 I got when I graduated high school in 2007. Got it serviced and it runs great. I’m a big fan of the new Aquaracer 300. Great video, per usual!
Wow the best watch channel on TH-cam is really this guy monologuing on his couch
Thanks.... I think 😂😂
I have slim pickings with a 5.25" wrist and not spending an arm and a leg 😂😮💨 I love the hot pink dial and the 36mm Carrera lug to lug is the biggest I can get away with on my wrist. Nomos 36mm hot pink dial looks way too big. I've been eyeing the Carrera for a few weeks and I think I'm going to pull the trigger this weekend 😃
I am an unabashed TAG Heuer Fan. I fell in love with the Monaco when I 1st saw the movie LeMan's in the 70's. My wife bought me my Calibre 11 Monaco for our 40th Anniversary this past June. I get a lot of positive comments on it and it wears no bigger in my opinion than my Apple Watch which hasn't been worn in months. So now I covet all the "Heuer" Branded reissues and have started to look at vintage Heuer too. She's starting to regret igniting the fire. I found the brand Kronos and just ordered one of their releases and I went to my 1st watch event, Watchtime. Glad I found your channel.
Welcome aboard. Glad to have someone that isn't a Tag hater in the midst 🙂🙂🙂❤️
I have the 39 mm Tag Glass Box in blue. Awesome watch.
Heuer is the beautiful princess who married the Ogre 👹 Tag!😎
lol 😂😂
My design suggestion to Tag Heuer for this model would be - a titanium case, same grey for the dial and sub registers and black hands and markers. On leather.
I quit like Tag, I always stop and have a look at them when I go past a boutique or B&M, and the skipper is a good looking watch 👌🏻
Exactly 😃😃
I only have one Tag Heuer, a F1. Why? I'm reminded of the brand's history when a F1 (Jo Siffert)driver would walk around the pits at F1 races selling Heuer watches. And you can still see the logo on the steering wheel of a modern F1 car. Mine is a F1 Senna.
Cool reference. 😀😀
Absolutely! The watch community can be incredibly closed-minded about brands: people will accept their favourite (JLC, Rolex, GS, Omega!) can do no wrong and their despised (Hublot, Rolex, RM, TAG) can do no right. A shame, as it stops people seeing watches for what they are. TAG has made a lot of crap, but in the past they made some bonafide legends and now they've figured out how to deliver again, both in re-editions (Carrera) and new models (Glassbox). But beyond this, TAG suffers particularly because they are so broad in offer and the community can't easily define what they stand for - and by extension, what they themselves might be perceived as if they wore one. But people now 'get' expensive Seikos, they'll 'get' good TAGs if TAG stay on the boil. My suspicion is they will - it was not that long ago that buyers in the luxury space would consider Rolex and TAG (and before that, Heuer) side by side, ahead of Omega.
Things have changed for sure. We're just generally more open to more brands, I think 😃😃
Good summary of the situation indeed. I never despised Tag Heuer but at best they were OK to me... (apart from The Monaco... way too large for me). I went to an AD in December to try on a Carrera Glassbox. I loved it. Very nice indeed. Elegant, well made and 39 mm only. It's now on the top of my wish list!
For good reason. Great watch 😊
Tag are an anomaly. Knowing what I know now, they would never have been my first four figure € purchase, but there remains something about the brand and their offerings that is hard to define. That many entering the watch world (or more appropriately put, black hole) know about tag and see tag as something an echelon above the “non watch” is remarkable from a branding perspective and should not be underestimated. Yes, after 10 years in the hobby, they have dropped from my radar but before I knew the holy trinity existed, tag were luring me over here.
I fully agree with your take and for the first time since I parted with my aqua racer a decade ago, I’ve looked at a tag with a half notion that I could own one again. Probably not, but respect for being the gateway for many of us and respect that they are able to get back on the edge of my radar, knowing what I know now.
I went from watching us lift the cup to mike chatting about watches. The life of a dad 😂
Nice video. Still won’t buy a tag 🏷️
To each his own - but glad you watched the video 👊
Before i became seikopath, i was heuer fan. Still holds them dearly in my heart.
And I will admit that Max and RBR has made me consider them. That Skipper has been calling my name
It is quite the watch 😃😃
I'll be honest with you, i recently bought a Tag Heuer Formula 1 Quartz and i have to say i'm impressed with what they delivered, it's well built, looks good, has a very good fit and finish, i understand that at over 1000 dollar point people would prefer an automatic movement but hear me out, we need higher end Quartz watches as well, they are actually using higher quality Quartz movements that are serviceable for a change, it isn't an in-house movement, it's a Ronda quartz but it's higher quality pme, so i can only respect Tag Heuer a bit more for that.
Interesting and insightful as always… love my own Silverstone and Monaco. 👍
You have a silverstone? Very cool 😃
My Aquaracer calibre 5 is my nicest watch and elevated my taste and standards for watches. I didn't pay retail as I bought pre-owned at a significant savings but I sold all my Seiko based watches for a marathon soon after. Now i think Hamilton and Tissot are as affordable as I'll go and Omega is my halo.
Tried this yesterday and was very impressed. Their straps and buckles are very poor. Obviously saving money because a lot of buyers can't tell the difference between good and bad leather straps.
Leather straps are often an afterthought many places unfortunately. For me - IWC straps are typically fire 😃
The Batman metaphor was spot on... I am toying with the green Glass Box....maybe it's the Dark Knight of the brand. Thanks!
Interesting points. I will look more at Tag but I previously avoided because I did t know them from watches but I think I saw sunglasses and clothing when I first saw the brand. None of which I liked so I just ignored them. Now that I’m getting into watches that’s my holdover. I just don’t think of them as a watch company. But I should and I’ll look to their stuff. Design wise they don’t speak much to me.
The Aquaracer now has a in house designed movement with a 80hr power reserve and chronometer rated with a on the fly micro adjust for $3800.
The Carrera day date is getting the same movement in November.
The aquaracer has turned into a good buy now with the new release 😊
I've only ever had one watch from this brand (an Aquaracer) that I traded for another watch. And this was before I really became a watch enthusiast. I do think Tag Heuer has suffered from some poor marketing in their history. Also, they appeared to be the brand that some people loved to hate with some perceived quality issues, but I never experienced that. I don't currently own a Tag, but I will say they have some great looking watches.
Tag really have been a starting point for many peoples watch journey. We have to give them that 😃
I absolutely LOVE TAG, however, there is an issue with serious "price creep" as they are getting shall I say a bit greedy. The prices for the Monaco are just far too high and keeps me from getting one.
If you want an Aquaracer, order from Japan as the prices are more reasonable than in the UK/USA/EU.
Addendum: Some of the Connected series are now made in China, so that's a turn off. I have two Connected watches and they are made at the TAG home base.
"a bit greedy" is likely an understatement - Totally agree with you 😃
Entre más veo tus videos más me doy cuenta que eres el youtuber de relojes más objetivo que existe
I do like the skipper and autavia, I wish the monaco where slimmer, but those are a cool chrono trio. I wonder if they (LVMH) have ever thought of splitting Tag and Heuer, and I would love to know the thought process. The reason I wonder is because Heuer has a much greater perception in the eyes of enthusiasts for the history. But then all the past marketing spend on "Tag Heuer" would make it a hard choice to split them. Plus Tag being the "anti-enthusiast" products and Heuer being the enthusiast product would be a challenge to manage
I think it’s great they have so many offerings in different price points, that way they gain customers all backgrounds. I personally love their new Carrera line, they look sporty and refined. Also I own their smartwatch and I love its looks and feel, it’s all about the design because basically every other smartwatch has better features than Tag’s.
I own two TAG dive watches and can't get replacement bezels or bracelets for either of them. I love them both and will wear them until the day they die, however, I don't like the cheap plastic TAGs or smart watches.
I always have Tag ! Heuer!! it’s just a silly, bad reputation I don’t go by peoples reputation. I’m a grown man I make my own decisions I like my Watches tag Heuer feeling the crow about leading the crow in an adult you buy what is feasible for you you buy what you like thank you so much for all the information
That's the spirit - Do your own thing and don't be a slave to others opinions. Cheers 😃😃
It’s unfortunate that Tag Heuer gets hate. I think the haters probably haven’t experienced the great ones that Tag Heuer makes, like the ones you pointed out. I have new Aquaracer, and it is a fantastic, high quality diver. The new glass box Carrera is exceptional! At the top of my wish list.
you have to understand that some of us remember the 90's and it was not kind to Tag and many other brands. Does anyone else remember Amstrad?
It's easy to just ignore a brand because of a popular perception. A shame really 😃
@@Mike.thiswatchthatwatch In the case of Tag Heuer it was a business in an industry going through an upheaval in 70s to 80s (quartz crisis) that bankrupted many prestigious companies.
These bankrupt companies had their intellectual assets sold off at a cut price to investors who moved production overseas and used the heritage, image and historic goodwill to sell fashionable watches made at a price with a lower level of quality. This practice often occurs in other industries such as automotive and clothing.
The simple fact was that Tag Heuer had lost its allure of exclusivity and become more well-known for producing affordable entry-level Swiss watches with quartz movements.
However; credit must be given to the fact that production for Tag Heuer was never moved overseas to Asia even though quality standards did slip overall with increased production to make the brand more accessible to a wider audience.
This is important to remember because if you cannot sell enough watches at a decent profit you will not have a watch company for very long.
Most watch collectors could not even conceive what it takes to run and manage a business in this industry. As consumers, we demand exclusive handmade watches with in-house movements, and great design language all for the lowest possible cost. In a post Covid 19 world with all the current pressure that isn't going to happen.
In conclusion; in 2023 you should be grateful that Tag Heuer still exists in its current form like most of the Swiss and European watch industry at large and that so many still manufacture watches in the West.
I agree with you whole heartedly! The watch industry like any other has their purist’s that adhere to certain pathway and or rules, but to be honest those pathways are often wildly expensive. I must admit watches selling for 5000 dollars is a lot of money to me, and nothing to the collectors and or purist’s. I can’t afford to worry about what those people think!
I have a F1 "Batman" GMT which I really like. Except for the bracelet, which feels flimsy and sharp. The bracelet on my Invicta Pro Diver 9937 is more substantial and has a better finish!
That’s the thing - some models just have “problems” 😀
Id like to see the stats of watch owners and what car do they drive.
you and me both 😃😃
In the mid 90’s i Bought a TAG S/EL link 37 mm over a 16200 😂 still got it
That's the spirit 😃
Autavia reminds me of longines zule.....not a bad look. I used to like the link watch but colour was not for me.
Takk for enda en interessant video om klokker. Jeg lærer noe nytt hver gang du legger ut ny video!
Tak. Glad for at høre det 😀
Would you mind providing the link to the Morgan Stanley Swiss Watch research report you mention?
Whilst I respectfully disagree with you on some points, I agree with you on some others. Good video.
I don't think that all social transactions in society should be mediated through money, however to those who do I have nothing against you.
Thanks for your feedback - Glad you found the video worth a watch (no pun intended) 😃
I tried the skipper on yesterday. It’s gorgeous it’s beautiful. It looks fantastic. I would take that watch above the brash God awful Rolex Daytona or a bling looking watch every day of the week. is it overpriced slightly yes I would say it’s more a £4900 watch than a £6200 Watch but a small discount was available and I can’t think about anything else.
Very cool take Mike! One question, how reliable are these watches? I have heard they need frequent expensive servicing but have never worn, bought or experienced a Tag myself. Any experienced people in the comments?
Good question! I think you'll find some people complain about their customer service, but my own experience is no different from so many other brands. 😃
@@Mike.thiswatchthatwatch Noted! Thanks!
I am highly disappointed with their new diver style watch, which features a bezel absent of a luminous pip. They seem to be doing better. Their recent Heuer reissue chronograph is bad ass. Beyond that, they offer nothing that interests me.
Fair enough - For me it's the new chrono's like the skipper. They are fire in my view 😃
I'll never wear a Tag, and I'm not a brand-conscious person past a certain point. They were always the ones in the chain store windows, and constantly shoehorned into films. When people walked up to admire them, that was not my type of people. Then they were found to be making some really shoddy stuff that further ruined the brand. If they are producing better watches now it is as a brand-recovery effort. I would be happier wearing my F-91.
Love My Calbrie 11 Heuer Steve McQueen blue dail ❤
To paraphrase Oscar Wilde; watch enthusiasts begin by loving TAG, after a while they judge TAG, rarely, if ever, do they forgive TAG. 😉
Lol 😂 Never new O.W. was a Tag lover 😂😂😂
@@Mike.thiswatchthatwatch I’m sure I read somewhere he had a Heuer pocket watch 🤔😂
I agree ..!!
But one of the new Tag's looks simiular to the Longine Zullu Time ..!!
YEs - The autavia GMT🙂
If crowds are keen to buy the not cheap quartz models from TAG and stuff LVMH coffers with wheelbarrow loads of cash, as a shareholder, I’m happy.
😂
Far better than a Rolex
What about a new Link calibre 17 blue dial for $2200 dollars I pulled the trigger without knowing anything about the watch?
good audio essay
thanks 😃
Extraordinary review...honest and direct...
happy to hear you found it worth your time 😀
I've been looking at a tag formula 1 calibre 5
Tag heuer watches are great because you can get em drastically below MSRP and new on the grey market. Pretty sure this is the last thing a LVMH exec wants to hear but if you like the carrera, you can get a deal
I love TAGHEUER❤
Only issue with Tag is the LVMH group, they are doing the luxury tier approach, which I hate
It has it's strengths and weaknesses for sure. Agree - Their style is quite different from swatch and richemont 😃😃😃
The conclusion I've come to is that Rolex is all about vertical integration, Tag Heuer is about horizontal integration. Whereas Rolex is trying to do one or two things their own way very well, TH is casting a wide net and relying upon brand recognition to back that up. A better brand to compare them to would be Gucci, and I think that's what drives watch snobs up the wall.
Fair comparison. The quality of their output varies wildly, but the Carrera's of late have been quite impressive, even the simple date ones, and that has forced many of us 'watch snobs' to reconsider them. Hell I even pulled the trigger on one myself and glad that I did. 18% below retail of course! 😁
Its amazing it took Tag Heuer so long after so many mistakes to start getting their act together, let’s see if they can continue or immediately revert back into lazy cash grab attempts.
Fingers crossed 😀😀
With all that money behind them, they ought to be.
Good point 😂😂😂
Heuer has the greatest heritage of any sports watch brand out there.
And let’s be honest back in 85 who didn’t fall in love with the Tag F1.
Come on now be honest.
Tag Heuer Link was my jam for a long time 😃😃
Very observant
Thanks 😃
The Batman analogy 👌 - spot on. I always ignore that loud fat slob who bags Hublot. No not ArchieLuxury - the other one. I wish TAG would drop their formula 1, links and smart watch lines and have a more luxury focus. Before they do that though, they need to up their steel bracelet game. That's what people want. All their premium watches seem to come on leather or sailcloth and that limits their appeal. They need more models in the upper echelons of TAG that come on steel bracelets like Rolex GMT masters, explorers, skydweller, daydate etc. I know it's not really in their DNA but they have to adapt.
Lol "not Archie - the other one" 😂
This is starting to become tiresome… I can’t find anything to really disagree with 😂 Another great video!
Just lucky I guess😃
@@Mike.thiswatchthatwatch yeah… luck implies a lot of hard work
Excellent!
I love my Tag.
Great, thorough review of the brand.
You mentioned Quartz - I think that’s where the hate really started. And let’s be honest - in our watch world, probably due to the above avg affluence of the majority of the participants, snobbery exists and always will. No matter how beautiful the Glass Box is, many will never give TH another chance.
Thank for the feedback 😃😃
The Tag Heuer logo looks like 1990s Tommy Hilfiger and I can’t bring myself to pay that sort of money for that design aesthetic. Maybe if I grew up around a bunch of F1 fans my view on the brand would be different.
Here is my problem. I actually remember when TAG bought Heuer. Heuer was a Swiss watch company founded in 1860. TAG is the holding company of a Saudi arms dealer which owned the company for only 14 of the last 163 years, during which time it produced the cheapest and gaudiest watches in its entire history.
But almost twenty-five years after TAG mercifully sold out, supposed watch “experts” still refer to TAG Heuer brand watches (owned by LVMH) as “TAGs” rather than “Heuers”. TAG has only ever been a disgrace to the Heuer name
What! Only 13 minutes! I was hoping for an hour of watchtalk!
Can't do magnum opuses every weekend - They're really hard work putting together (and I like mixing things up a little - TH-cam algorithm be damned) 😃😃
@@Mike.thiswatchthatwatch I'll be waiting:) I will pay tribute to the algo-gods by commenting and Liking;)
TagHeuer baut einfach gute Uhren. Und das schon recht lange.
i like
Me too... 😃😃
breitling top time deus vs tag skipper
TAG has always been one of the most agile companies out there. Lets not forget that Heuer went bust in the 80's because nobody was buying them. TAG was great catching up with Quartz watches. Look at f1 from the 90's, ugly as it may look these days, they were the best selling swiss watches at the time. Same can be said about 'timeless' diver watch... when I can remember that just 25 years ago they were an ugly old fart watch design. Ironically, its all about fashion and trends in the end of the day as always. And the trend today is - the heritage design, just like the retro styles in the clothing space. Is it going to stay that way? No. It will not. But TAG will be right there with something trendy, flashy, AI integrated 3D dial whatever. This is why they are so important. More important than Rolex even in my view.
Not a single model I love. Tough one to get me to commit multi-thousands.
ill stick with Oris
Tag sells
True
have both the aquaracer and skipper- and oh boy, they're absolutely amazing.
im sure TAG's got some niggles to wiggle out of, but most of the hate on some forums seem quite unfounded (e.g., people jumping on the hate wagon)...
regardless, TAG's still a great brand in their own right, and it's great to see them on a roll as of late... excited to see where this success will take them next ! 🔥
I think the hate had it’s basis at some point but these days my guess most people just hate on principle 😂😂
👍
Ditto 👍😀
Are they still using the plastic movement holders? Such a great luxury watch. Lmao! Tag is laughable.
Mastercard? LOL
Western union wire transfer for you, I suppose 😂
@@Mike.thiswatchthatwatch AMEX, always AMEX!