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.

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.

A luxury watch, TAG Heuer will hold their value, but an investment will always depend on the model invested in and whether or not it was a rare model. TAG Heuer makes robust and durable watches that will continue to work perfectly for many years.

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