Horologists usually associate Tag with people who want a nice watch but know nothing about watches. Tag didn't do itself a lot of favors when it cheapened its brand identity and quality in the 90s.

Through sparking a dialogue between heritage and innovation, TAG Heuer watches blend luxury and high performance. TAG Heuer's exceptional timepieces express the very essence of Swiss watchmaking expertise, combining high standards and excellent know-how.

Like a car, a Tag Heuer watch will usually depreciate about 10% per year for approximately 3 years, when it starts to plateau. Watches that increase in value are those that are desired by collectors. This is usually limited to special editions and vintage models that are more difficult to find.