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.

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.

Similarly, vintage TAG Heuer models, such as the Autavia, Carrera, and Monza, hold enduring appeal among collectors due to their historical significance, scarcity, and timeless design.