My view: It has become increasingly popular to hate on Tag because it's considered a lifestyle brand that has gone back to its heritage roots too often to gain credibility. Horologists usually associate Tag with people who want a nice watch but know nothing about watches.

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.

TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy).

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.