Article By: Logan Hannen

What is up, watchfam?! Today, we’re going to take a look at a brand that everyone loves to hate: Tag Heuer.

Now, for the purposes of this article, we’re not going to go too deep into the history of Heuer, the brand before the Tag group came into the picture. That brand isn’t totally that far removed from the existing one, but discussing them in too much depth would take away from blogs like Jeff Stein’s “On the Dash,” which you can check out here.

Modern Tag Heuer is primarily a sports watch brand, if we’re being honest. Sure, some of the Carrera models do work as relatively dressy pieces, but they don’t really push a “suit-and-tie” kind of aesthetic in their marketing because they know that isn’t their true appeal, and it isn’t worth the effort. Really, you’ve got two categories of modern Tag Heuer: the first is the Heuer reissue models, some of which are technically continued in the modern line-up as running model lines, but are mostly designs taken directly from Heuer models and changed very little (for the most part). One of Christians favorite Heuers, the HODINKEE Skipper falls into this category. The second category is the new-school of Tag, which includes the iconic Aquaracer and Formula 1 model lines. The heritage of these models might trace back to vintage Heuer, but their fame is purely modern.

So why do people hate this brand? Surely they must be at least good enough to justify their price point, right? In this segment, you kind of have to be, after all. Well, that’s the issue that a lot of people take with Tag, to be honest. A brand new Aquaracer, for example, has a retail price of between $1,500 and $2,000. Is it insulting? Absolutely not, but it is a bit of a reach, especially when they go for a several hundred off that on the grey market, and potentially even more pre-owned. That’s the crux of this, really: Tags have tremendously poor resale value, while vintage Heuer is going up in value (generally) all the time.

But that’s not the question here; the question is “are they any good?” And while taste is subjective, and even two grand is a lot of money, I’d say the answer is “yes.” Well, “yes,” but with a caveat. If you can pick one up pre-owned or on the gray market for a good price, then it’s a good buy, even more so if you don’t really plan on selling it or don’t care about the price you might sell it for. Tag, if the Modular 45 Connected smartwatch is any indication, are definitely thoughtful as a brand, even if the thoughts don’t necessarily align with the consumer 100% of the time. Plus, that Monaco is still one sexy, sexy timepiece.

As always, the choice is up to you, but hopefully now you have a much better sense of what the big deal is with Tag Heuer, and why people either love them or hate them. Until next time, keep it classy, watchfam.