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.

Who owns Tag Heuer? TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy). The CEO of TAG Heuer is a great watchmaker by the name of Jean-Claude Biver.

A tag heuer serial number is made up of two or three letters and four numbers and is unique to each watch. Therefore, assessing whether the model you have your eyes on follows this pattern is the first way to check the watch's authenticity by serial number.

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.