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.

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.

TAG Heuer is owned by an international conglomerate called LVMH (Louis Vuitton Moet Hennessy).