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.

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.

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.

TAG Heuer and Rolex are two very different brands who produce very different timepieces. However, even with their unique approaches to watchmaking, they may have more in common than you think. For instance, both Rolex and TAG Heuer make some of the world's most famous racing watches.