For an affordable, quality timepiece, Tissot definitely fills a niche and has a long history of watchmaking to back up the brand. The Tag Heuer brand is more expensive, and narrower in selection but has built a strong reputation over time within the racing world and with their chronograph models.

Do Tag Heuer Watches Hold Their Value? Luxury watches like Tag Heuer are more likely to hold their value compared to other watch brands. They age well over many years due to the quality and valuable materials in the watch, as well as the brand name itself.

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.