It's popular to hate on them because they're popular (the two luxury brands most people can even name) and since they aren't bought by the most discerning of consumer, stuffy enthusiasts turn their nose up at them. Tag turned themselves into the “Nickleback” of watches with cheap watches posing as luxury offerings.

However, in the luxury Swiss watch market, TAG Heuer is in fact a very affordable brand compared to watches from more upper market luxury brands with similar features. Many would call TAG Heuer a value-added luxury brand very similar to watchmakers like Oris and Longines.

While not all TAG Heuer watches hold their value, as well as some luxury counterparts, the brand's iconic models and vintage pieces have demonstrated stronger value retention. The Monaco, Carrera, and Autavia stand out as examples of watches that generally hold their value better within the TAG Heuer lineup.

TAG Heuer and Rolex are two very different brands who produce very different timepieces. However, even with their unique approaches to watchmaking, they may have more in common than you think. For instance, both Rolex and TAG Heuer make some of the world's most famous racing watches.