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.

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.

Firstly, TAG Heuer is an older company. It has been making chronographs since 1860. Headquartered in La Chaux-de-Fonds in the Swiss canton of Neuchâtel, since 1999, it has been wholly owned by a French conglomerate, LVMH.

The best TAG Heuer watch to invest in is said to be the TAG Heuer Carrera followed by the TAG Heuer Formula 1 and other motorsport models however, if you're planning to purchase a TAG Heuer for investment you should undertake research to ensure you are purchasing a model that will appreciate at that time.