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.

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.

Unlike those of certain haute horologists, TAG Heuer's watches generally do not experience substantial appreciation in value. They are often considered entry-level luxury watches designed to be accessible and enjoyed by a wider audience. TAG takes pride in this, and they know what they're doing.

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.