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.

Who owns Tag Heuer? TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy). The CEO of TAG Heuer is a great watchmaker by the name of Jean-Claude Biver.

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.

In a nutshell, while the vast majority of TAG Heuer watches do not hold value in comparison to the big luxury brands like Rolex and Patek Philippe, its rare or vintage pieces do hold excellent resale value and fare better in terms of value.