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.

To me, these watches are a great example of an entry level piece into the luxury watch market as they are so simple to use and fun to look at. Retailing at £1450, the quartz models are considerably cheaper than their automatic counterparts (the WAY201A and B), which retail at £2195.

Hence in 2004 they built their new facility called 'Cortech'. Cortech is located in the heart of watchmaking Switzerland, La Chaux-de-Fonds, where almost all TagHeuer movements are made and assembled.